V. 


moersita  of  o 
4  d  (California 


. 


How  to  Advertise  a 
Retail  Store 


MAIL    ORDER    ADVERTISING 


AND  GENERAL  ADVERTISING 


A  COMPLETE  AND  COMPREHENSIVE  MANUAL 
FOR  PROMOTING  PUBLICITY 

BY 

A.  E.  EDGAR,  MERCHANT 


Illustrated  with  over  five  hundred  original  newspaper 
advertisements 


SECOND  EDITION 


THE  OUTING  PRESS 

DEPOSIT,  N.  Y. 


COPYRIGHT,  1907,  BY 

THE  OUTING  PUBLISHING  CO. 

Deposit,  N.  Y. 


Very  truly  yours, 

A.  E.  EDGAR 


PREFACE 

The  writer  is  convinced  that  no  apology  is  necessary  for  presenting  a  new  book  on 
advertising. 

He  has  done  his  best  to  make  the  present  volume  of  practical  use  to  both  the  small 
and  the  large  advertiser,  the  novice  and  the  expert. 

He  considers  it  but  fair  that  he  should  acknowledge  the  fact  that  the  trade  and  adver- 
tising papers  of  America  have  been  of  great  assistance  to  him  in  preparing  this  volume. 
Where  extracts  have  been  reprinted  from  these,  due  credit  has  been  given.  In  most 
cases,  however,  single  ideas  have  been  taken  and  incorporated  with  others,  and  these  of 
course  it  is  impossible  to  trace  to  the  original  source. 

An  apology  is  due  those  advertisers  whose  advertisements  and  advertising  methods 
have  been  adversely  criticised.  In  these  cases  the  individual  has  to  suffer  for  the  com- 
mon good.  It  was  found  necessary  to  use  examples  to  illustrate  the  different  ideas  and 
it  was  decided  that  actual  advertisements  were  more  valuable  for  this  purpose  than  spe- 
cially prepared  models.  The  advertisements  selected  for  this  purpose  were  clipped  from 
newspapers  published  in  all  parts  of  the  United  States  and  Canada.  Some  of  these 
examples  were  prepared  by  the  merchant  in  the  country  store,  while  others  were  prepared 
by  the  highest  salaried  advertising  men  in  the  world. 

The  writer  asks  that  the  faults  of  the  book  be  not  magnified  and  that  the  book  be 
judged  as  a  whole  rather  than  any  part  of  it  be  selected  for  criticism. 

A.  E.  EDGAR, 

23  Sandwich  St.  East, 

Windsor,  Ont. 
December  7,  1907. 


ADVERTISEMENTS  never  quit  work  on  holidays.— Fame. 
The  modern  store  lives  on  new  ideas,  new  ways,  new  methods. — Dry  Goods 
Ectmom/ui, 

Spurt  advertising,  like  a  short-winded  race  horse,  never  wins  the  race. — Age  of  SteeL 

Spasmodic  advertising,  even  when  made  on  a  large  scale,  is  disappointing.— Dry 
Goods  Chronicle. 

Advertisements  that  pay  make  money  easier  than  any  other  way  known  to  sell  goods. 
—Profitable  A  dvert ixiny . 

We  have  never  advised  anybody  to  spend  one  penny  on  advertising,  save  in  the  man- 
ner of  investment. — Brains. 

Every  advertiser  must  hoe  his  own  row  in  his  own  way,  but  the  experience  of  others 
will  reveal  many  short  cuts.- — Advertinng  Experience. 

Artistic  advertising  may  be  admired  for  its  beauty,  but  the  kind  that  is  full  of  ideas 
is  the  kind  that  secures  results. — Advertisers'  Guide. 

The  most  successful  advertiser  is  not  the  man  who  spends  the  most  money,  but  the 
man  who  spends  his  money  in  the  best  way. — Printers'  Ink. 

It  is  not  the  amount  of  money  you  spend  in  advertising,  but  it  is  the  amount  of  adver- 
tising you  buy  for  your  money  that  tells. —  The  Ad-Writer. 


CONTENTS 


PART  I 

NEWSPAPER  ADVERTISING 

CHAPTER 

1 1  A  FEW  WORDS  ABOUT  ADVERTISING 

II  THE  Dr.MMY  OR  LAYOUT  OF  AN  ADVERTISEMENT 

III  How  MUCH  SPACE  TO  USE 

IV  FIRM  NAME  AND  ADDRESS 

V  THE  HEADLINE  OR  CATCH-PHRASE   .... 

VI  ILLUSTRATIONS  .... 

VII  THE  INTRODUCTION  OR  ARGUMENT    .... 

VIII  THE  DESCRIPTION  OF  THE  ARTICLE  ADVERTISED 

IX  PRICES     ......... 

X  DISPLAY  ........ 

XI  PUFFS,  READING  NOTICES,  WANT  ADVERTISEMENTS,  ETC. 

XII  CLASSES  OF  BUYERS          ..... 

XIII  TIMELINESS  IN  ADVERTISING 

XIV  THE  "TALKING  POINTS"  OF  THE  ARTICLE  ADVERTISED 

PART  II 

SUPPLEMENTARY  AIDS  TO  NEWSPAPER  ADVERTISING 

XV  STORE  PAPERS          ....... 

XVI  BOOKLETS,  LEAFLETS,  FOLDERS,  ETC. 

XVII  CIRCULARS,  ADVERTISING  LETTERS,  MAILING  CARDS,  ETC. 

XVIII  A  FOLLOW-UP  CAMPAIGN  FOR  THE  RETAILER 

XIX  CALENDARS,  BLOTTERS,  PICTURE  CARDS,  ETC.    . 

XX  ADVERTISING  NOVELTIES  ...... 

XXI  PACKAGE  INSERTS  AND  ENVELOPE  ENCLOSURES 

XXII  DODGERS  AND  HANDBILLS         .         .         . 

XXIII  WINDOW  ADVERTISING      ...... 

XXIV  OUTDOOR  ADVERTISING     ...... 

XXV  ADVERTISING  AT  COUNTRY  FAIRS       .... 

XXVI    OPENING  A  NEW  STORE   .          .         .         .         .         .     •--, 

XXVII   SPRING  AND  FALL  OPENINGS     ..... 

PART  III 

SCHEMES  AND  SELLING  PLANS 

XXVIII  LITTLE  SELLING  HELPS     ...... 

XXIX  GUESSING  AND  VOTING  CONTESTS      .... 

XXX  DRAWING  CONTESTS  ...... 

XXXI  SCHEMES  THAT  HAVE  BROUGHT  BUSINESS 

XXXII  SCHEMES  TO  ATTRACT  BOYS  AND  GIRLS     .    '     . 

XXXIII  THE  GREATEST  SCHEME  OF  ALL — PREMIUMS      . 

xi 


PAGE 
3 
5 

.  10 
.  14 
.  20 
.  26 

.  37 

.  42 

.  47 

.  51 

.  56 

.  60 
68 


77 

85 

03 

98 

102 

104 

109 

1.12 

116 

125 


135 


145 
151 
155 
158 
187 
196 


Xll 


CONTENTS 


CHAPTER 

XXXIV 

XXXV 

XXXVI 

XXXVII 

XXXVIII 


PART  IV 

SALES  ADVERTISING 


ADVERTISING  SPECIAL  SALES 
THE  SPECIAL  SALE 
CLEARANCE  SALES 
LEADERS  AND  BARGAINS 
NOVEL  SALES  PLANS 


PAGE 

203 

.    205 

.    211 

223 

226 


PART  V 

ADVERTISING  OF  SPECIFIC  LINES 


XXXIX 

BANKS  AND  TRUST  COMPANIES        .         ... 

.    261 

XL 

CARPETS,  RUGS,  ETC.     ...... 

.     2CG 

XLI 

CIGARS  AND  TOBACCO    ...... 

.     2G9 

XLII 

MEN'S  AND  BOYS'  CLOTHING           .... 

.     272 

XLIII 

WOMEN'S  CLOTHING        ...... 

.    277 

XLIV 

COAL     ......... 

283 

XLV 

DEPARTMENT  STORES      ...... 

.    280 

XLVI 

DRUG  STORES         ....... 

.   313 

XLVII 

FURNITURE    ........ 

.    315 

XLVIII 

GAS  AND  ELECTRICITY    ...... 

.   319 

XLIX 

HARDWARE,  PAINTS,  ETC.        ..... 

.   322 

L 

HABERDASHERY      ....... 

.   325 

LI 

HATS  AND  CAPS     ....... 

.   330 

LII 

JEWELRY,  PRECIOUS  STONES,  ETC. 

.   333 

LIII 

LAUNDRIES    ........ 

.336 

LIV 

MILLINERY     ........ 

.   340 

LV 

Music  AND  MUSICAL  INSTRUMENTS 

.   342 

LVI 

REAL  ESTATE         ....... 

.   345 

LVII 

SHOES  ......... 

.   348 

LVIII 

THINGS  TO  EAT     ....... 

.   352 

LIX 

TRUNKS  AND  BAGS                            .... 

.  356 

PART  VI 
MAIL  ORDER  ADVERTISING 

LX   MAIL  ORDER  ADVERTISING     . 
LXI   THE  BIG  CATALOGUE  HOUSES 
LXII    A  RETAILER'S  MAIL  ORDER  DEPARTMENT 


361 
363 
367 


PART  VII 

GENERAL  ADVERTISING 

LXIII   THE  GENERAL  ADVERTISER    ...... 

LXFV   THE  GENERAL  ADVERTISER'S  CAMPAIGN 
LXV   THE  VALUE  OF  AN  INQUIRY  AND  THE  FOLLOW-UP  SYSTEM 
LXVI   THE  VALUE  OF  A  TRADE  MARK  OR  TRADE  NAME 


379 
384 
388 
393 


CONTENTS 


xin 


PART  VIII 
TECHNICAL 

CH APT  Kit 

LXVII    POINTS  ABOUT  TYPES    ...... 

LXVIII     BORDERS   AND    ORNAMENTS        ..... 

1AIX  SOMETHING  ABOUT  Curs  ..... 

IA\  l'i;\<  ricAL  HINTS  ON  "How  TO  PREPARE  COPY"  . 

LXXI  I  low  TO  READ  AND  MARK  PROOF  .... 

LXXII  THE  GRAMMATICAL  USE  OF  WORDS  AND  SENTENCES 

LXXIII  MISCELLANEOUS  INFORMATION  .... 

LXXIV  TECHNICAL  TERMS 


PAGE 

.  399 
.  411 
.  414 
.  418 
.  429 
.  435 
.  443 
.  448 


PART  IX 

MISCELLANEOUS 

LXXV    ADVERTISING  THE  NEIGHBORHOOD  STORE 
LXXVI    AN  ADVERTISING  CAMPAIGN    . 
I  AX  VI I    WHAT  SHALL  A  BUSINESS  MAN  READ     . 
LXXVI1I    HEADLINES  AND  CATCH-PHRASES    . 
LXXIX    INTRODUCTIONS  AND  STORE  LOCALS 

TOPICAL  INDEX        ....... 

TOPICAL  INDEX  OF  ADVERTISEMENTS  REPRODUCED    . 
INDEX  OF  ADVERTISEMENTS  REPRODUCED 


.  455 

.  458 

.  462 

.  471 

.  474 

.  489 

.  498 

.  501 


•Part  iDnr 

NEWSPAPER  ADVERTISING 


CHAPTER  I 

A  FEW  WORDS  ABOUT  ADVERTISING 

A'VERTISING  is  not,  as  some  suppose,  a  modern  art.  It  was  practiced  by  the 
ancients  of  Egypt  and  Babylon  as  far  back  as  there  are  records  of  the  customs 
of  these  peoples.  It  is  true  that  the  style  of  advertisements  has  materially  changed 
since  that  time,  and  the  modes  of  gaining  publicity  have  been  enlarged,  but  the  aim  of 
the  advertisement  has  always  been  the  same,  and  will  always  be  the  same — to  disseminate 
information. 

With  the  retail  merchant  it  is  information  of  what  he  has  for  sale.  Every  merchant 
should  keep  that  aim  in  view,  first,  last  and  all  the  time. 

The  progress  of  advertising  in  our  own  day  has  been  so  great  that  the  amount  of  money 
invested  in  publicity  is  greater  perhaps  than  that  invested  in  any  other  single  commodity. 

Advertising  is  so  broad  a  subject  that  it  is  seemingly  impossible  to  decide  where  it 
begins  and  where  it  ends.  Every  action  of  a  merchant,  or  of  his  employees,  advertises 
the  firm.  How  long  the  effect  of  the  action  goes  on  before  it  ceases  operations  merely 
offers  food  for  speculation. 

So  it  is  with  a  merchant's  printed  publicity,  which  we  are  now  to  deal  with.  It 'is 
known  in  many  cases  that  years  and  years  after  an  advertisement  was  printed  that  sales 
were  made  from  it. 

The  three  objects  involved  in  advertising  are  worthy  of  close  attention;  first,  to  famil- 
iarize the  public  with  the  name  of  the  firm  or  individual;  second,  to  acquaint  them  with 
the  class,  quality  and  style  of  goods;  third,  to  make  sales. 

The  local  retailer  must  learn  the  difference  between  advertisements  adapted  to  the 
general  advertiser,  and  those  suited  to  his  own  business. 

There  are  principles  in  advertising  that  must  be  recognized  and  appreciated  before 
success  can  be  expected.  A  good  advertisement  is  a  good  salesman.  It  takes  the  sub- 
ject in  hand,  and  presents  it  to  a  large  audience,  explaining  the  merits  of  the  article  to 
many  people  over  a  given  territory. 

One  of  the  foremost  advertisers  in  New  York  has  said,  that  "the  art  of  advertising  is 
merely  presenting  attractively  the  absolute  truth  concerning  goods  to  be  sold."  When 
the  proposition  is  carefully  thought  out,  its  aptness  will  be  fully  realized.  WThat  should  be 
sought  in  the  use  of  any  medium  of  advertising  is  the  relating  of  facts  concerning  that 
which  the  merchant  has  for  sale. 

There  is  no  luck  nor  chance  in  advertising.  It  is  a  straightforward  business  proposi- 
tion from  beginning  to  end.  Advertising  is  a  legitimate,  reasonable  means  of  gaining 
an  end.  The  advertisement  that  appeals  most  is  that  which  is  planned  with  the  greatest 
intelligence,  contains  the  greatest  volume  of  honest  intention,  and  speaks  in  frank, 
unequivocal  words  about  reliable  goods,  and  about  the  painstaking  methods  of  those  who 
are  handling  the  business,  and  presents  in  the  best  way  logical  arguments  for  the  purchase 
of  the  goods  from  the  merchant  in  question. 

There  are  many  ways  of  advertising,  but  newspaper  advertising  is  the  best  and  most 
efficient  for  the  retailer.  He  can  talk  to  its  readers,  daily  or  weekly,  and  if  his  speech  is 
intelligent,  convincing  and  attractive,  it  is  sure  to  amply  repay  him  for  what  it  costs. 

The  following  quotation  entitled  "Ideals,"  gives  a  very  good  description  of  what  an 
advertisement  should  be. 


4  HOW  TO  ADVERTISE  A  RETAIL  STORE 

"Ideals  are  seldom  reached  in  any  line  of  work.  Their  chief  value  lies  in  the  trend 
they  give  to  what  is  accomplished.  The  ideal  advertisement  is  short,  yet  comprehensive. 
It  grasps  the  essentials,  and  in  a  simple  manner  lays  them  before  the  reader.  It  does  not 
take  up  his  time;  it  does  not  omit  features  that  would  specially  interest  him,  features  which 
he  should  have  before  he  decides  to  buy.  It  does  not  exaggerate.  It  does  not  weave 
senseless  words  into  a  cloak  to  throw  around  the  article  advertised,  but  rather  with  a  few 
bold  strokes  it  uncovers  it  to  show  its  beauty  and  worth.  It  inspires  confidence.  It 
seems  true  and  good,  but  not  too  good  to  be  true.  It  leaves  a  little  unsaid,  for  the  cus- 
tomer to  learn  when  he  comes  to  buy.  It  takes  proper  classification  and  leaves  some- 
thing to  say  the  next  time.  It  talks  of  quality  first,  then  the  price,  It  usually  quote*  (lie 
price.  It  is  the  work  of  a  salesman  holding  up  the  goods  for  the  best  view,  telling  its 
merits  simply,  giving  the  price.  If  it  talks  to  a  person  who  has  no  need  for  it,  it  makes  so 
good  an  impression  that  this  person  will  regard  it  only  as  a  type  of  the  other  things  in  the 
store  which  he  does  want,  whether  they  are  advertised  or  not.  It  will  leave  with  him  an 
impression  that  when  he  wants  such  an  article,  that  is  the  one  to  buy,  and  that  is  the  place 
to  buy  it." 

It  sometimes  happens  that  dealers  advertise  their  competitors  more  than  they  do  their 
own  goods.  It  is  not  a  prudent  method  of  advertising  to  so  advertise  as  to  attract  atten- 
tion to  a  competitor's  merchandise  rather  than  to  one's  own  lines.  The  retailer  should 
have  an  eye  single  to  his  own  needs  and  wants,  and  free  himself  from  drawing  odious 
comparisons  between  his  goods  and  those  of  his  competitor.  He  can  push  the  good 
qualities  of  his  goods  to  the  front  so  as  to  make  them  appear  the  best  in  the  market,  with- 
out allusion  to  what  his  competitor  has,  or  is  doing. 

Every  reference  to  a  competitor  advertises  that  competitor  more  than  it  does  the  goods 
intended  to  be  advertised.  The  retailer  wishes  to  advertise  himself  and  his  own  goods, 
not  his  competitors  and  their  wares. 

There  are  subjects  to  be  most  religiously  avoided  in  advertisements.  Sometimes  cir- 
cumstances will  tempt  a  man  to  introduce  into  his  announcements  matter  that  sober 
thought  ought  to  convince  him  would  be  better  untouched. 

Everything  that  borders  on  controversy,  especially  of  that  kind  where  people  take 
sides  with  any  degree  of  warmth,  should  be  kept  out  of  advertisements.  Political  and 
religion;  issues  should  be  particularly  avoided,  as  people  are  usually  touchy  on  these 
subjects.  Even  harmless  allusions  may  be  wrongly  interpreted  to  the  disadvantage  of 
the  advertiser. 

Prejudice  is  a  nasty  thing  to  arouse,  and  a  very  difficult  thing  to  dissipate.  Let  tin- 
advertiser  be  original,  catchy  and  interesting,  but  by  all  means  let  him  steer  clear  of  sar- 
casm, innuendo,  venom,  and  all  that  kind  of  thing. 

We  all  make  mistakes,  and  the  man  who  never  does  anything  foolish  is  to  be  regarded 
with  suspicion,  as  either  too  good  for  this  planet  or  as  an  arrant  hypocrite.  In  advertising 
there  is  abundant  opportunity  for  a  man  to  discover  how  absolutely  he  can  violate  every 
principle  of  common  sense. 

A  smart  advertisement  is  not  always  a  good  one.  The  man  who  writes  advertise- 
ments merely  to  set  people  talking  or  to  show  how  clever  he  is,  misses  his  mark.  An 
advertisement  should  sell  goods,  and  when  it  fails  on  this  one  point  it  is  not  worth  the 
paper  it  is  printed  on. 

An  advertisement  may  be  as  sharp  as  a  steel  trap,  but  if  it  is  not  built  to  catch  it  is  a 
waste  of  thought.  Combine  smartness  with  effectiveness  and  an  advertisement  will 
serve  its  purpose  well.  Advertisements  should  be  as  smart  and  clever  as  possible,  but 
they  should  not  merely  be  blank  cartridges  with  only  flash  and  report. 

Successful  advertising  is  not  that  which  is  done  by  fits  and  starts;  neither  is  it  that 
which  is  prepared  because  the  space  has  been  purchased  and  must  be  used.  Space  filling 
is  not  advertising.  There  should  be  something  to  advertise  before  the  merchant  sits 
down  to  write  an  advertisement. 

The  merchant  who  spends  too  much  time  in  producing  a  real  literary  gem  is  as  apt 
to  miss  the  mark  as  the  one  who  grabs  up  a  piece  of  wrapping  paper  and  rapidly  scribbles 


Illi;    DIM  MY   OU    LAY-OUT  OF  AN  ADVERTISEMENT  5 

olf  an  advertisement  while  tlie  parcel  boy  looks  on  and  admires  his  dexterous  handling 
of  the  pen. 

The  merchant  who  cannot  afford  to  hire  an  ad-writer  must  get  down  -to  study 
unless  he  wishes  to  drop  behind  in  the  race  for  business.  The  more  advertising  there 
is  being  done  the  more  there  will  have  to  be  done  by  all  merchants.  The  one  who 
docs  the  most  advertising  intelligently  is  sure  to  get  the  most  business.  His  gain  in 
most  cases  is  some  other  merchant's  loss,  although  advertising  creates  a  great  deal  of 
new  business. 

The  time  has  come  when  the  merchant  must  advertise  or  retire  from  business.  He 
must  not  only  advertise  but  he  must  do  what  he  advertises  he  will;  he  must  offer  the  same 
values  at  the  same  prices  that  he  says  he  will  in  his  advertisements.  "We  do  as  we 
advertise"  is  almost  as  familiar  nowadays  as  "Your  money  back  if  you  want  it."  Both 
are  new  features  in  modern  merchandising.  With  their  advent  came  many  other  new 
and  really  good  ideas  that  are  helping  to  make  the  merchant's  life  an  easier  one. 

Quicker  methods  of  doing  things  mean  shorter  hours  to  do  them  in.  Easier  ways 
of  doing  things  mean  pleasanter  relations  between  customer  and  salesman. 

Modern  publicity  must  be  given  the  credit  for  the  inception  of  the  new  life  in  com- 
mercial circles.  Advertising  is  the  parent  of  every  modern  method.  Advertising  is 
forcing  new  methods  and  new  ideas  into  existence  every  day. 

No  one  can  adequately  estimate  the  future  of  advertising.  It  would  be  foolish  to 
undertake  to  do  so.  As  it  has  advanced  in  the  last  decade  so  will  it  advance  in  the 
decade  to  come,  increasing  in  force  and  power  as  it  becomes  more  scientific  and  its 
principles  become  more  generally  known. 


CHAPTER  II 

THE  DUMMY  OR  LAY-OUT  OF  AN  ADVERTISEMENT 

NEWSPAPER  advertising  offers  the  best  field  to  the  retailer  for  promoting  busi- 
ness. It  is  through  the  medium  of  the  daily  and  weekly  press  that  most  adver- 
tising successes  have  been  made. 

A  persistent  and  judicious  use  of  space,  daily  or  weekly,  as  the  case  may  be,  will 
always  prove  more  resultful  than  spasmodic  efforts,  no  matter  upon  what  scale  they  are 
carried  out. 

Not  only  must  advertising  be  persistent  but  it  must  be  a  persistent  use  of  plain,  com- 
mon sense  statements  and  arguments  in  favor  of  the  goods  for  sale  and  the  store,  or  firm 
that  has  them  for  sale. 

For  the  purpose  of  aiding  advertisers  in  preparing  their  own  advertisements  we  will 
proceed  to  analyze  the  newspaper  advertisement  and  make  an  effort  to  point  out  the  way 
in  which  they  should  be  presented  to  the  public. 

There  are  eight  distinct  parts  to  the  perfect  retail  advertisement,  viz.:  1.  Size  of 
space  to  be  used.  2.  Firm  name  and  address.  3.  Headline  or  catch  phrase.  4.  Illus- 
trations. 5.  Introduction  and  argument.  6.  Description  of  articles  advertised.  7. 
Prices.  8.  Display.  In  constructing  an  advertisement  the  merchant  must  take  all 
of  these  parts  into  consideration.  Sometimes  the  illustrations  can  be  dispensed  with 
without  impairing  the  productiveness  of  an  advertisement,  but  when  any  of  the  other 
parts  are  omitted  the  advertisement  must  necessarily  be  imperfect. 

It  is  our  purpose  to  show  here  the  process,  whether  consciously  followed  or  not  by 
the  advertiser,  of  preparing  a  retail  advertisement.  In  following  chapters,  each  «f 


6  HOW  TO  ADVERTISE  A  RETAIL  STORE 

the  component  parts  of  an  advertisement  will  be  taken  up  separately  and  discussed  at 
length. 

As  a  usual  thing,  the  retail  merchant  has  a  yearly  contract  with  his  newspapers  for  a 
certain  number  of  inches  in  each  issue.  In  that  case  he  must  construct  his  advertise  mriit 
to  fit  his  space. 

We  will  presume,  then,  that  a  shoe  dealer  uses  ten  inches  of  space  in  his  weekly  paper, 
and  wishes  to  write  an  advertisement  to  fit  that  space.  In  nearly  all  cases  the  ten 
inches  will  be  used  to  cover  two  columns  in  width,  making  the  advertisement  five 
inches  deep. 

The  first  thing  he  does  is  to  make  a  dummy,  showing  the  exact  size  of  the  advertisement 
as  it  is  to  appear  in  the  paper.  This  is  done  by  ruling  off  a  space  44  inches  wide  by 
5  deep. 

Newspaper  columns  vary  from  2£  to  2j  inches  in  width.  In  all  cases  a  rule 
should  be  used,  so  that  the  advertiser  can  make  his  dummy  exact. 

Having  ruled  off  his  dummy  he  proceeds  to  indicate  where  the  firm  name  is  to  appear. 
The  name  and  address  is  the  most  important  feature  of  an  advertisement.  If  this  is 
omitted,  the  advertisement  is  practically  valueless,  although  it  is  stated  on  good  authority, 
that  when,  through  an  oversight  of  some  one,  the  name  plate  of  a  large  department  store 
was  omitted  in  a  New  York  daily,  the  style  of  the  advertising  done  by  this  firm  was  so 
well  known  to  the  public  that  a  large  crowd  responded  to  the  advertisement.  This  is 
probably  the  only  case  on  record  where  an  advertisement  has  not  suffered  through  an 
oversight  of  this  kind. 

Whether  the  name  and  address  should  appear  at  the  top  or  bottom  of  the  advertise- 
ment is  a  debatable  question.  Some  experts  maintain  that  the  top  position  only 
should  be  used  by  retailers,  while  others,  equally  as  expert,  prefer  the  bottom  of  the 
advertisement. 

Custom  seems  to  have  favored  the  bottom  position  for  the  name  and  address  for 
advertisements  of  this  size,  so  the  merchant  in  question  follows  in  custom's  footsteps  and 
places  it  there.  ^ 

The  space  allotted  to  the  name  and  address  should  not  be  too  large,  as  it  is  then  a 
waste  of  valuable  space;  at  the  same  time  it  should  have  sufficient  space  to  make  it  promi- 
nent. 

A  distinctive  name-plate,  to  be  used  in  all  announcements,  can  be  procured  for  a 
small  sum,  and  its  distinctive  features,  in  contrast  with  ordinary  type,  will  make  it  .stand 
out  well,  while  occupying  considerably  less  space  than  is  usually  devoted  to  the  names 
set  in  type. 

When  illustrations  are  used  in  an  advertisement  their  position  should  be  the  next  thing 
to  decide.  Type  matter  can  be  compressed  into  small  space,  but  an  illustration  cannot. 
The  necessary  space  then  must  be  marked  off  in  the  position  it  is  to  occupy.  In  this  case, 
an  illustration  of  a  lady's  shoe  is  used.  As  it  faces  toward  the  left  it  is  placed  on  the  right- 
hand  side.  It  is  always  better  to  have  illustrations  facing  the  reading  matter  of  an  ad- 
vertisement than  away  from  it. 

After  the  space  is  marked  off  on  the  dummy  for  the  name  and  address,  and  for  what 
illustrations  are  to  be  used,  it  shows  just  how  much  space  there  is  for  the  reading  matter. 
The  advertiser  should  govern  himself  accordingly.  It  is  far  better  to  drop  out  a  point  or 
two,  and  take  it  up  in  a  future  advertisement  than  to  try  to  get  in  all  the  good  points  of  an 
article,  and  by  doing  so  crowd  the  advertisement. 

The  head-line  comes  next.  Here  is  where  a  great  many  merchants  fail  in  making  an 
attractive  advertisement.  A  head-line  should  be  full  of  meaning.  It  should  convey 
some  definite  thought  to  the  reader  of  the  advertisement. 

Of  course  the  real  function  of  the  head-line  is  to  be  a  catch-phrase — to  catch  the  eye. 
It  should  not  be  lengthy.  Three  or  four  words  are  better  than  eight  or  more.  But  it 
should  also  mean  something  and  should  convey  that  meaning  at  a  glance. 

"Faultless  Fitting  Fall  Footwear"  has  been  chosen  as  a  fitting  head-line,  suitable  to 
the  object  of  the  advertisement,  and  as  having  a  message  for  the  public  complete  in  itself. 


THE  DUMMY  OR   LAY-OUT  OF  AN  ADVERTISEMENT 

The  head-line  is  usually  written  or  printed  on  the  dummy,  showing  just  how  much  space 
it  is  to  occupy. 

After  the  head-line  follows  the  introduction  or  argument  of  an  advertisement.  The 
introduction  should  be  made  as  meaty  with  argument,  or  "reason  why,"  as  it  is 
possible. 

It  should  be  so  convincing  that  the  reader  will  become  persuaded  of  its  truthfulness, 
and  so  impressed  that  he  will  remember  it.  As  "fit"  is  the  keynote  of  the  advertise- 
ment, the  following  introduction  will  serve.  It  will  harmonize  with  the  head-line  very 
nicely : 

"If  a  woman's  shoes  look  well  her  feet  will  look  well,  but  a  handsome  foot 
counts  for  nothing  in  an  ill-fitting  shoe.  It's  the  fit  of  a  shoe  that  produces 
foot  beauty  and  comfort. 

"In  our  fall  selections  of  Peerless  shoes  every  size  and  width  possible  to 
procure  are  shown  in  all  the  new  styles.  It's  so  easy  to  get  a  proper  fitting  shoe 
at  our  store,  because  our  expert  salesmen  have  such  a  large  number  of  different 
si/.es  and  widths  to  draw  from." 

As  this  portion  of  an  advertisement  is  generally  too  lengthy  to  write  on  the  dummy, 
without  crowding  and  making  it  illegible  to  the  compositor,  it  is  usually  written  on  a 
separate  sheet  of  paper. 

Whenever  the  introduction  or  description,  or  any  other  portion  of  an  advertisement 
is  written  on  a  separate  sheet  of  paper,  it  should  be  numbered,  either  with  letters 


Peeress 
?  3  JHot 


'.w    s 


>    4r  .,-•-"" 


LAYOUT  FOR   ADVERTISEMENT 

Reduced  from  4J  x  5  Inches 


8  HOW  TO  ADVERTISE  A  RETAIL  STORE 

or  figures,  and  the  space  it  is  to  occupy  correspondingly  marked  on  the  dunmiv.  Jn 
this  case  the  introduction  is  lettered  "(a)"  an<^  the  space  on  the  dummy  is  marked  to 
correspond. 

Descriptions  of  merchandise  should  never  be  made  too  general.  The  more  particu- 
lars that  are  given  the  better,  providing  they  are  in  favor  of  the  article  being  described. 
In  the  advertisement  under  construction  the  merchant  is  endeavoring  to  paint  a  word 
picture  of  the  line  known  as  "Peerless  Brand."  He  cannot,  in  this  case,  go  into  particu- 
lars as  he  would  if  he  was  advertising  a  particular  shoe.  But  he  does  particularize  bv 
telling  how  the  shoes  are  made,  the  materials  used  and  then  compares  them  with  other 
lines  of  shoes  at  a  higher  price.  Here  is  what  he  says: 

"(ioodyear  welts  and  hand-turned  soles. 

"All  leathers— Vici  Kid,  Patent  Kid,  Gun  Metal  Calf,  Velours  Calf,  etc. 

"Fifteen  different  snappy  styles. 

"As  stylish  as  any  $3. .50  shoe." 

This  description  is  indicated  on  the  dummy  by  "(!>)/'  and  is  so  marked  on  the  sepa- 
rate sheet  on  which  it  is  written. 

Now  comes  I  IK-  price.  An  advertisement  without  a  price  is  lacking  in  one  of  its 
most  convincing  features.  It  is  not  necessary  that  the  price  be  a  reduced  one  to  be 
published.  It  is  not  even  necessary  that  it  be  a  low  price.  It  is  just  as  necessary  to  print 
the  price  in  an  advertisement  o.f  $.3  or  $7  shoes,  as  it  is  of  a  $2  slim-.  If  the  shoe  is  worth 
$7  it  is  right  to  tell  the  public  that  it  is  a  $7  shoe  and  worth  it. 

If  automobile  manufacturers  are  not  afraid  to  advertise  their  $<i.OOO  and  $8,000  "autos" 
in  the  face  of  automobiles  advertised  for  $1.000  and  much  less,  the  retail  merchant  need 
not  be  afraid  to  advertise  his  prices. 

It  is  not  necessary  that  the  price  be  printed  in  type  a  foot  high.  Prices  should 
be  given  a  little  more  prominence  than  the  balance  of  type  matter,  and  usually  when 
appearing  in  the  text  should  be  printed  in  black-face  type. 

In  this  case  the  merchant,  for  the  purpose  of  attracting  attention  to  the  "Peerle^" 
line  has  displayed  it  together  with  the  name  of  the  brand.  An  examination  of  the  duiuniv 
will  show  how  this  has  been  done. 

A  good,  bold  border  will  help  to  make  an  advertisement  stand  prominently  out  from 
the  surrounding  matter.  The  border  singles  out  an  advertisement  as  an  entire  and  sepa- 
rate advertisement. 

A  judicious  use  of  white  space  will  also  give  prominence.  Rules  and  ornaments  have 
no  place  in  a  small  advertisement,  except  occasionally  where  the  rule  is  used  as  a  box,  to 
separate  or  make  prominent  some  particular  portion  of  the  advertisement. 

The  dummy  is  for  the  guidance  of  the  printer  in  setting  up  the  advertisement.  It 
serves  the  same  purpose  with  him  in  constructing  the  advertisement  as  the  plans  of  an 
architect  do  for  the  contractor  or  builder  in  constructing  a  house.  It  is  necessary,  then, 
that  care  should  be  taken  in  laying  out  the  plan.  It  must  be  feasible.  A  printer  cannot 
squeeze  a  hundred  words  into  a  space  where  there  is  only  room  for  fifty. 

When  the  merchant  has  gained  an  idea  of  type  styles  and  sizes,  he  can  indicate  just 
the  size  and  style  to  be  used.  Unless  his  knowledge  warrants  this,  it  is  far  better  to  leave 
it  to  the  discretion  of  the  printer.  In  another  chapter,  the  study  of  type  styles  and  sizes 
will  be  taken  up  thoroughly. 

When  a  merchant  sees  a  good  catchy  advertisement,  he  should  clip  it  for  future  use. 
By  attaching  an  advertisement  of  this  kind  to  his  copy,  and  giving  the  printer  instructions 
to  follow  its  make-up,  he  will  get  a  good  catchy  advertisement  for  his  own  business.  It 
is  not  always  possible,  however,  for  the  printer  to  reproduce  exactly  every  advertisement 
that  may  be  thus  clipped,  because,  sometimes  the  equipment  of  his  office  is  meager,  but 
he  will  do  the  best  he  can. 

Every  mark,  every  word  on  copy  and  dummy  are  supposed  to  mean  something,  and 
the  printer  will  try  to  interpret  it  and  place  it  in  type.  It  is  absolutely  necessary,  then, 


THE  DUMMY  OR  LAY-OUT  OF  AN  ADVERTISEMENT 


9 


that  no  marks,  si^ns,  symbols  or  words  that  are  not  intended  to  mean  something  in  the 
finished  advertisements  should  be  there. 

A  studv  of  the  dummy  reproduced  with  this  chapter  and  a  comparison  of  the  adver- 
tisement set  up  from  it  will  help  any  merchant  to  understand  some  of  the  difficulties  he 
has  had  in  making  his  advertisements  appear  to  advantage. 

There  is  one  thing  the  merchant  must  understand,  and  that  is  that  it  is  impossible  for 


T 

* 

* 

I 


* 


Fruitless 

Fitting 

Fall  Footwear 


If  a  woman's  shoes  look  well  her 
feet  wj.l  look  well,  but  a  handsome 
foot  counts  for  nothing  in  an  ill-fitting 
shoe.  It's  the  fit  of  a  shoe  that  pro- 
duces  foot  beauty  and  comfort. 

In  our  Fall  selections  of  Peerless 
S/iofs  every  size  and  width  possible  to  procure  are  shown  in  all  the 
new  styles  It's  so  easy  to  get  a  proper  fitting  shoe  at  our  store  because 
our  expert  salesmen  have  such  a  large  number  of  different  sizes  and 
widths  to  draw  from. 


. 

$  3      S  H  O  6 
for  Women 


Goodyear  Welts  and  Hand  Turned  Soles. 
All  Leathers  -Vici  Kid  -Patent,  Kid  -Gun 

Metal  Calf-  Velours  Calf,  etc. 
IS  Different.  Snappy  Styles. 
As  stylish  as  any  $3.5O  shoe. 


JOHN    SMITH 


CO. 


363  Main  Street 


PHONE  MAIN  563» 


Boston,    Mass. 


a  printer  to  set  up  an  attractive  advertisement  at  a  moment's  notice.  He  should  get  his 
copy  into  the  hands  of  the  printer  early  if  he  expects  attractive  advertisements. 

A  merchant  who  rushes  off  an  advertisement  to  the  office  at  the  eleventh  hour  will 
never  have  satisfactory  display.  His  advertisements  will  never  be  above  criticism.  They 
will  and  must  show  hurried  composition.  Not  only  has  the  printer  to  get  this  advertise- 
ment into  type  in  a  hurried  manner,  but  it  is  nine  chances  in  ten  that  the  merchant  pre- 
pares the  advertisement  in  a  hurry  also.  Good  copy  requires  considerable  time  in  prepa- 
ration. Every  point  should  be  taken  up  separately.  Then  it  should  be  seen  that  all 
harmonize.  Advertising  copy  that  is  prepared  in  a  hurry  and  set  up  in  a  hurry,  usually 
looks  it,  and  even  the  readers  of  the  newspapers  can  recognize  it. 

While  persistent  revision  of  "copy"  is  beneficial  to  the  beginner,  there  is  a  point  at 


10  HOW  TO  ADVERTISE  A  RETAIL  STORE 

which  he  should  cease  to  tinker  with  words  and  put  his  whole  story  onto  paper  as  quickly 
as  possible,  depending  upon  his  earnestness  and  enthusiasm  to  carry  weight  rather  tlian 
upon  a  nicety  in  language.  Too  persistent  revision  is  almost  always  fatal  to  the  effect  of 
a  fresh,  sincerely  written  advertisement,  and  should  be  practiced  only  until  a  certain  readi- 
ness of  writing  is  acquired.  The  great  French  author,  Flaubert,  was  in  the  habit  of 
chalking  sentences  from  his  work  upon  a  large  blackboard,  sitting  and  regarding  them  for 
a  day  at  a  time,  studying  ways  of  substituting  words  to  make  his  meaning  more  colorful. 
Some  of  his  manuscripts  were  revised  continually  for  more  than  five  years,  and  it  is  said 
that  several  pages  in  "Madame  Bovary"  became  so  interlined,  criss-crossed  and  hen- 
tracked  with  alterations  that  the  great  stylist  eventually  forgot  how  to  read  them  himself. 
This  story  is  usually  told  in  connection  with  that  of  John  Stuart  Mills,  who  revised  a  chap- 
ter in  his  "Principles  of  Political  Economy"  until  it  became  so  intricate  that  he  forgot 
what  it  meant!  Such  extreme  methods  are  not  needed  in  advertisement  writing,  how- 
ever, for  advertisements  are  written  for  the  moment,  for  readers  who  cannot  take  time 
to  untangle  intricacies  and  who  do  not  read  advertisements  for  their  beauties  of  style. 

In  another  part  of  this  volume  will  be  found  a  chapter  on  proof-reading  showing  this 
advertisement  as  it  went  back  to  the  printer  for  revision. 


CHAPTER  III 

HOW  MUCH  SPACE  TO  USE 

HOW  much  space  should  a  retail  merchant  use  to  get  the  best  paying  results?  That 
is  the  question  that  presents  itself  to  every  merchant.  Sometimes  he  does  not 
fully  realize  the  import  of  the  question,  and  frequently  misinterprets  it  entirely. 
Some  imagine  the  question  should  be,  "How  little  space  can  I  use  and  not  lose  anything 
by  it?"  or,  "How  little  space  can  I  use  and  still  keep  my  name  before  the  public?"  or, 
"How  much  space  can  I  afford  to  buy?"  etc. 

Every  merchant  must  answer  the  question  of  how  much  space  to  use  for  himself.  No 
one  can  do  it  for  him.  Conditions  are  so  varied  that  no  set  rules  can  be  made  to  cover  all 
cases.  Even  an  expert  advertiser  could  not  determine  the  answer  for  him  without  a  full 
knowledge  of  those  conditions,  and  even  then  not  until  he  had  experimented  a  while.  In 
some  towns  a  ten-inch  space  will  pay  a  merchant  largely,  in  others  twenty  inches  would 
barely  bring  the  same  results.  In  other  localities  the  retailer  would  find  a  five-inch 
advertisement  bring  him  in  good  results,  and  that  a  ten-inch  advertisement  did  not 
increase  his  profits  sufficiently  to  pay  for  the  increased  cost  of  the  space.  If  a  merchant 
found  by  experience  that  he  could  double  his  business  by  doubling  the  amount  of  space 
he  was  using  it  would  be  poor  economy  for  him  to  cut  down  the  space  to  half  for  the  pur- 
pose of  saving  a  few  dollars  on  first  cost. 

The  question  of  how  much  space  to  use  can  only  be  answered  by  constant  experiment. 
Small  spaces  may  pay  better  this  year,  while  next  year  conditions  may  be  so  changed  that 
it  would  be  necessary  to  double  the  space  to  bring  about  the  same  results. 

When  the  merchant  has  decided  just  how  much  space  he  will  use,  he  thinks  the  whole 
question  of  advertising  has  been  settled.  All  he  has  to  do  is  to  write  a  business  card  to 
fit  the  space  and  change  it  once  or  twice  a  year,  or  whenever  the  spirit  moves  him. 

Nathaniel  C.  Fowler,  JrM  in  his  ponderous  volume,  entitled  "Sowler's  Publicity," 
says: 

"Too  much  advertising  wastes  money. 

"Too  little  advertising  wastes  money. 

"Too  much  matter  in  too  little  space  wastes  advertising. 

"Too  little  matter  in  too  much  space  is  extravagance. 

"Too  much  space  is  better  than  too  little  space,  and  just  enough  space  is  best." 


HOW  MUCH  SPACE  TO  USE 


11 


But,  after  all,  it  is  not  so  much  Hie  amount  of  space  used  that  brings  results  as  the 
way  the  space  is  used.  Take  two  advertisers  under  the  same  local  conditions,  and  one 
use's  ten  inches  e>f  space  while  another  uses  twenty  inches.  The  former  always  gets  good 
results,  while'  the  lalte-r  meets  with  only  indifferent  success.  It  isn't  the  amount  of  space, 
then,  but  the  way  the-  spaev  is  used.  It  is  the  cold  type  set  into  burning  words  that  count. 

Where  a  retailer  is  so  situated  that  he 
has  onlv  the-  wee-kly  papers  to  advertise  in, 
it  is  usually  an  easy  matter  to  decide  upon 
what  space-  will  be  used,  and  in  what 
papers.  Usually,  however, where  there  are 
twe>  e>r  more  weekly  papers  circulating  in 
the-  territory  from  which  the  merchant  may 
expect  to  draw  traele  he  should  use  both 
or  all.  In  the  be'tter  one's  his  space  shoulel 
be  larger,  but  he  shoulel  make  extra  efforts 
to  make  the  small  space  in  the-  poore-r  pape%r 
attractive'. 

The  way  some  merchant*  use-  space  in 
these  country  papers  is  simply  appalling  te> 
a  retailer,  who  has  te>  pay  dollars  per  inch 
in  a  city  daily  paper,  instead  of  cents,  as  it 
is  in  these  weeklies.  It  is  no  trouble  what- 
ever to  find  a  ten-inch  space  containing  the 
following : 

"TOO   BUSY  TO   WRITE  ADS.," 


THIS   SPACE    IS    RESERVED 


FOR 


JOHN  SMITH  &  CO. 


NO.  1. 


:: 


FOR      B/VRG/XIIVS      INT 

Summer  Goods 


Summer  has  come  art  last  and  yon  should 
dress  as  comfortably  as  possible.  We  have 
a  rice  line  of  Summer  Goods — all  to  be  sold 
at  a  big  reduction. 


or  to  see  advertisements  similar  to  that  of  John  Smith  &  Co.,  shown  as  Exhibit  No.  1. 
Another  form  of  this  willful  waste  is  to  be  found  in  "Watch  this  space  next  week." 
This  is  certainly  a  misuse  of  space,  because  it  is  not  advertising  at  all.    But, then, there 

is  a  large  amount  of  space  misused  where  there  is  a  semblance  of  an  advertisement,  and 

one  perhaps  that  the  merchant  thinks  is  good  advertising,  because  it  is  keeping  his  name 

before  the  public.  This  "keeping  the 
name  before  the  public"  idea  is  one  of  the 
biggest  mistakes  in  advertising — for  this 
reason :  Where  a  merchant  uses  space  for 
that  purpose  it  will  be  found  in  every  case 
that  he  is  known  to  ever}7  possible  customer 
around.  He  does  not  need  to  keep  his 
name  before  the  public  because  they  are 
not  likely  to  forget  him.  But  he  should 
in  that  case  try  to  create  a  demand  for 
something  that  the  public  are  not  buying 
every  day,  and  thus  increase  his  trade. 
The  advertisement  of  Blank  &  Blank, 
showrn  as  Exhibit  No.  2,  is  newly  clipped 
from  a  country  weekly  and  reproduced  as 
it  appeared  word  for  word. 

"Shoes"  are  mentioned  once,  "Summer 
Goods  "twice.  Beyond  the  fact  that  they 
are  offering  bargains,  and  every  merchant 

is  supposed  to  be  doing  that,  there  is  no  information  given  to  the  reader  at  all.     If  the 

advertisement  had  read  as  shown  in  Exhibit  No.  3  it  would   have  meant   the   same 

thing. 

There  is  one  other  way  in  which  space  is  misused,  and  that  is  when  it  is  used  as  a 

catalogue  of  the  different  lines  carried.     Note  the  way  it  is  usually  done  in  Exhibit  No.  4. 


SEE    OUR    LINE 

MEN,  WOMEN 


OF    SHOES    FOR 
AND  CHILDREN 


We  want  all  the  business  you  can  bring  to 
us,  for  which  we  will  pay  the  highest  prii.e. 

BLANK  &  BLANK 


No.  2. 


12 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


This  is  a  favorite  style  of  advertisement  with  many  country  general  storekeepers. 
They  seem  to  pride  themselves  upon  the  large  variety  of  lines  they  carry.  The  writer 
remembers  having  seen  a  two-column  advertisement,  with  no  more  introduction  than 
in  No.  3,  and  then  a  catalogue  of  the  different  lines  laid  out  in  two  parallel  leaning 
columns.  Not  contented,  however,  to  mention  each  line  once,  the  merchant  had  it  men- 
tioned five  times,  no  doubt  thinking  that  repetition  is  impressive.  Just  think  of  an 
advertisement  composed  of  a  dozen  or  more  different  items  displayed  like  this: 


SLIPPERS  AND  RUBBERS, 
SLIPPERS  AND  RUBBERS, 
SLIPPERS  AND  RUBBERS, 
SLIPPERS  AND  RUBBERS, 


BOOTS  AND  SHOES. 
BOOTS  AND  SHOES. 
BOOTS  AND  SHOES. 
BOOTS  AND  SHOES. 


SLIPPERS  AND  RUBBERS, 


BOOTS  AND  SHOES. 


Very  impressive,  isn't  it? 

It  isn't  only  the  country  merchants  who  are  wasting  their  space  in  this  way.      There 
are  very  many  instances  just  as  glaring  to  be  found  in  city  dailies.     Any  space  is  wasted 


Great   Reductions 
In  Shoes! 


FOR 

MEN,     WOMEN 
AND     CHILDREN 

BLANK  &  BLANK 


Our  Fall  stocks  have  arrived.  They  are 
larger  and  more  select  than  ever.  Call  and  see 
our  offerings  in 


Fall,  19O6 


Boots  and  SHoes 
Dry  Goods 
Groceries 
CrocKery 
Glass-ware 
Hardware 
Furniture 

Hats  and  Caps        -'- 
Etc.,  Etc.,  Etc.    V 


No.  3. 


No.  4. 


that  does  not  produce  sales,  directly  or  indirectly,  and  what  is  more,  it  is  wasted  unless  it 
produces  the  maximum  number  of  sales.  Weak  copy  of  any  sort  wastes  space. 

Take  the  Lyon-McKinney-Smith  Co.  advertisement  as  an. example.  Here  we  have  an 
advertisement  that  is  particularly  striking  in  display.  Typographically  it  is  about  per- 
fect, but  the  copy  is  very  weak.  It  merely  says  what  the  country  dealer  says  in  his 
advertisement,  viz. :  "Immense  stock  of  Furniture,  Carpets,  Draperies,  etc.,  at  prices  that 
will  surprise  you.  We  cater  to  your  trade,  etc."  The  only  value  there  is  in  the  adv<  r- 
tisement  is  given  to  it  by  the  position  the  firm  holds  in  Los  Angeles.  Such  an  advertise- 
ment from  an  unknown  firm  is  absolutely  worthless. 

Some  merchants  are  still  of  the  opinion  that  they  are  wasting  their  money  by  using 
space  in  country  weeklies.  But  then  they  are  the  ones  who  say  advertising  doesn't  pay, 
so  their  opinion  is  practically  valueless.  The  country  weekly  covers  a  field  that  cannot 
be  covered  as  easily  or  as  cheaply  by  any  other  medium. 

The  country  weeklies  of  to-day  are  either  better  for  advertising  purposes  or  decidedly 
worse  than  ever  before.  Where  the  publisher  has  advanced  with  the  times,  and  publishes 
an  up-to-date  paper,  the  merchant  will  find  good  results  from  advertisements  inserted 
in  it.  But  where  the  daily  paper  has  crowded  a  weak  weekly  in  a  certain  field,  causing 
it  to  grow  weaker  and  weaker,  it  should  be  used  merely  as  a  last  chance,  when  there 
is  really  none  better  to  use. 


HOW  MUCH  SPACE  TO  USE 


13 


Those  country  weeklies  that  have  any  semblance  of  circulation  among  the  farmers  can 
be  used  \er\  Miccessl'ully  by  city  retailers.  Where  a  city  has  a  farming  community  sur- 
rounding it  then-  is  sure  to  be  three  or 
four  good  live  country  weeklies.  Space  in 
these  costs  from  five  to  ten  cents  |>er  inch, 
so  that  the  city  merchant  can  talk  to  the 
ruralite  at  comparatively  small  cost. 

The  growth  of  the  daily  newspaper  is 
simply  marvelous.  Not  only  in  our  larger 
cities  and  towns,  but  in  small  villages  where 
one  would  hardly  expect  a  weekly  paper  to 
be  very  profitable  the  daily  will  be  found 
to  flourish.  The  establishment  of  the 
rural  free  delivery  routes  has  made  it  possi- 
ble for  the  small  dailies  to  grow  and  mul- 
tiply. 

The  tendency  of  retail  advertising  in 
towns  and  cities  where  dailies  are  to  be 
found,  is  toward  moderate  spaces.  Then- 
is  not  nearly  so  much  of  the  "spread 
ea^le"  style  of  advertising  now  as  there 
used  to  be  a  short  time  ago.  This  may  be 
accounted  for  in  the  increased  cost  of 
space,  and  in  the  better  education  of  the 

retailer.     The  younger  retailers  are  studying  more — they  are  learning  from  the  experi- 
ence of  others  what  their  fathers  had  to  learn  by  experiment. 

In  the  larger  cities  the  retailer  is  given  but  little  choice.  Unless  he  has  a  large  store 
"dbwntown"  or  in  the  shopping  district,  he  cannot  afford  to  use  the  dailies.  And  as 
there  are  none  others,  he  is  compelled  to  find  other  methods  of  advertising.  Even  the 
large  merchants  in  the  metropolitan  centers  find  it  better  to  have  a  daily  advertisement, 
though  small,  than  to  spread  out  once  a  week  or  so.  Take  the  Rogers,  Peet  &  Com- 
pany advertisements.  They  are  extremely  small,  five  inches  usually,  but  they  are  so 
attractive  and  so  informing  that  the  public 
have  got  into  the  habit  of  looking  for  them, 
and  reading  them,  from  picture  to  name- 
plate. 

Department  stores  use  page  spaces,  and 
will  continue  to  do  so  as  long  as  it  pays 
them,  but  it  pays  them  only  because  the 
department  store  is  a  combination  of  a 
dozen  or  more  stores  under  one  roof.  Di- 
vide a  page  up  among  from  fifteen  to 
twenty  advertisers,  and  their  space  will  be 
normal.  Take  a  tenth  of  a  page  for  a 
department  store  advertisement,  and  only 
one  department  could  be  advertised  in  that 
space. 

A  great  deal  can  be  said  in  a  small 
space  if  the  words  are  aptly  chosen.  Writ- 
ing ten-word  telegraphic  messages  is  a  good 
practice  for  brevity  of  expression.  Every 
word  that  is  necessary  is  retained,  and  the 
rest  eliminated.  Let  it  be  the  same  with  an  advertisement,  only  don't  be  abrupt.  Give 
all  the  information  possible,  but  don't  crowd. 

Position  counts  for  much.     The  merchant  whose  advertisement  appears  on  the  most 


Sun  shelters. 

Straw  hats  of  alt  good  vari- 
eties, and  if  you  can  find  a  yel- 
lowed old  straw  here,  you're 
better  than  we  are. 

$2  to  $4. 

Low  shoes  stand  high  in  the 
scale  of  summer  comforts. 
Russets  especially. 
$3.50  and  $5. 

Boys'  straw  hats  and  russet 
Oxfords,  too! 

ROGERS.  PEET  *  COMPACT 

Tire*  Broadway  Store* 


"Batiste"  is  the  best  weapon 
we  know  for  beating  Hot 
weather. 

A  featherweight  worsted  fabric 
that  holds  its  shape. 
, '  Our  friends  in  Cuba  and  Pan- 
ama buy  it  regularly  for  summer 
comfort,  while  iiroadway  wears 
batiste  as  the  smartest  of  real 
{summer  suits. 

Hair  line  patterns  in  grays — 
single  and  double  breasted  coats 
with  trousers,  $18  to  $29. 


Rooc 


Tire ,  Broadway  Slore* 


14  HOW  TO  ADVERTISE  A  RETAIL  STORE 

interesting  page  of  the  paper  has  advantage  over  his  competitor  whose  advertisement 
does  not.  Likewise,  the  merchant  whose  advertisement  appears  at  the  top  of  the  page 
has  an  advantage  over  him  whose  advertisement  appears  at  the  bottom.  The  merchant 
should  never  take  "run  of  paper."  In  some  cases  the  cost  is  less,  but  it  usually  pays  less. 

The  merchant  has  his  own  store.  He  pays  rent  for  it.  He  pays  more  rent  than  his 
competitor  on  the  side  street  for  the  purpose  of  being  where  the  most  people  do  their  trad- 
ing. Everyone  knows  just  where  to  find  his  store.  If  he  was  moving  around  every  three 
months  from  one  store  to  another  the  people  would  never  know  where  to  look  for  him.  It 
is  just  the  same  with  position  in  a  newspaper.  The  merchant  rents  it.  He  pays  more 
to  have  it  in  a  certain  place.  He  can  be  found  there  at  all  times.  1  he  public  turn  to 
that  space  every  time  to  see  what  he  has  to  say — that  is,  if  what  he  says  is  interesting. 

Advertising  costs  money.  It  is  an  expense,  only  in  the  same  sense  as  salaries  of  sales- 
men are  expenses.  Modern  merchants  are  beginning  to  speak  now  of  advertising  invest- 
ments, instead  of  advertising  expenses.  Let  it  be  an  expense,  but  not  an  expense  that  can 
be  tampered  with  at  will. 

An  appropriation  should  be  laid  out  each  season,  according  to  past  experience.  It 
may  be  two  or  it  may  be  five  per  cent,  of  the  season's  turnover,  calculated,  of  course,  from 
last  season's  record.  Some  experts  say  "Spend  as  much  on  your  advertising  as  you 
do  on  rent."  In  most  cases  we  are  inclined  to  think  this  might  be  the  proper  portion 
for  advertising  expenses.  The  exceptions  may  l>e  said  to  prove  the  rule,  for  there  are 
sure  to  be  exceptions  to  this. 

For  instance,  the  merchant  who  is  just  outside  of  the  shopping  district  has  less 
expense  for  rent,  but  he  will  have  to  spend  more  on  advertising  if  he  wants  to  do  as 
much  business  as  he  would  if  he  was  in  the  heart  of  that  district. 

A  new  store  will  find  it  necessary  to  spend  a  larger  percentage  in  making  itself 
acquainted  than  the  old  store  does  in  keeping  itself  to  the  fore.  And  the  old  store  that  has 
new  opposition  will  have  to  increase  its  advertising  appropriation  to  enable  it  to  hold  its 
own. 


CHAPTER  IV 

FIRM  NAME  AND  ADDRESS 

MANY  advertisements  are  spoiled  by  the  manner  in  which  the  firm's  name  is  dis- 
played.    Many  a  merchant  is  so  fond  of  seeing  his  name  in  print  that  he  runs 
it  in  twice  in  the  same  advertisement— once  at  the  top  and  once  at  the  bottom. 
In  fact,  the  writer  remembers  seeing  an  advertisement  that  had  the  merchant's  name  IIH-JI- 
tioned  just  twenty-three  times.     Every  time  it  was  printed  it  was  displayed  in  bold-faced 
type,  too.     This  was  not  only  a  great  waste  of  advertising  space,  but  it  was  not  in  good 
taste.     One's  name  does  not  look  nearly  so  pretty  to  other  people  as  it  does  to  one's  srlf. 
The  object  of  printing  the  firm  name  in  an  advertisement  is  to  let  the  public  know  who 
is  offering  the  articles  described  at  the  prices  quoted.     It  is  not  necessary  then  to  have  it 
occupy  half  the  space  of  the  whole  advertisement. 

It  is  unnecessary  for  the  firm  name  to  appear  twice  in  the  same  advertisement  unless 
it  is  a  full  column  in  length,  or  nearly  so,  in  which  case  it  may  be  advisable  to  have  it 
*  appear  at  both  top  and  bottom.  The  only  reason  for  this  is  to  be  found  in  the  way  the 
paper  is  held  when  reading.  It  is  sometimes  folded  across  the  middle,  in  which  case  it 
would  cause  the  reader  some  trouble  to  locate  the  firm  name  if  it  did  not  appear  at  both 
top  and  bottom. 

When  the  firm  name  does  appear  twice  in  this  manner,  it  is  unnecessary  that  it  be  dis- 
played largely.  It  should  appear  just  large  enough  to  show  at  a  glance  whose  advertise- 
ment it  is. 


FIRM  NAME  AND  ADDRESS 


15 


1  leaders  who  find  interest  in  an  advertisement  want  to  digest  the  offerings  the  mer- 
chant is  giving  as  quickly  as  possible.  If  they  find  anything  they  want  or  that  arouses 
their  curiosity,  rely  upon  it,  they  will  soon  discover  who  the  advertiser  is. 

In  fcill-puge  advertisements  some  advertisers  think  it  necessary  to  repeat  the  name 
OCCaswMlj  throughout  the  advertisement.  Strawbridge  &  Clothier  of  Philadelphia 
have  a  very  neat  way  of  doing  this.  They  have  dividing  rules  made  with  the  name  of 
the  firm  appearing  within  a  rule  box.  This  is  small  and  takes  up  but  little  more  room 


rus 


than  a  rule  would  ordinarily  occupy.     The  firm  name  is  displayed  modestly  at  both  top 
and  bottom  of  their  page  advertisements,  taking  up  but  little  of  their  valuable  space. 

Opinions  differ  as  to  whether  the  firm  name  should  appear  at  the  top  or  bottom  of 
the  retail  advertisement.  There  is  considerable  to  be  said  in  favor  of  either  position. 
Some  experts  have  laid  down  the  following  rule:  "Manufacturers  and  wholesalers 
should  place  their  names  at  the  bottom  of  their  announcements;  retail  advertisers  should 
place  their  names  at  the  top."  They  base  this  rule  on  the  usage  of  the  greatest  advertisers 


HEAD-TO-FOOT  OUTFITTERS. 


in  the  world — the  department  stores  of  the  metropolitan  cities  and  the  large  advertising 
manufacturers  who  are  creating  a  demand  for  their  wares  through  the  use  of  newspaper 
space. 

The  reason  given  by  the  department  store  advertising  men  for  using  the  top  position 
for  the  firm  name  is  that  people  get  used  to  trading  at  a  certain  store,  and  when  they  get 
their  paper  the  first  thing  they  want  to  do  is  to  turn  to  the  advertisement  of  their  favorite 
store.  As  it  is  natural  to  look  at  the  top  of  the  paper  first,  they  place  the  firm  name  there 


710-718  SOUTH  MAIN  STREET.  NEAR  SEVENTH 

to  help  the  reader  find  what  he  or  she  is  looking  for  with  the  least  possible  trouble  and 
delay. 

This  reasoning  is  good,  and  department  store  advertisers  are  in  nearly  all  cases  follow- 
ing this  rule.  They  find  it  pays,  or  they  would  make  a  change.  But,  because  the  rule 
works  out  rightly  in  department  store  advertising,  it  does  not  necessarily  follow  that  it  is 
right  for  the  exclusive  retailer.  Where  the  department  stores  use  whole  and  half-page 
spaces  the  exclusive  retailer  uses  from  five  to  ten  or  twenty  inches. 


16 


HOW  TO  ADVERTISE  A   RETAIL  STORE 


In  a  small  advertisement  the  firm  name  should  always  appear  at  the  bottom.  Here 
is  a  good  and  sufficient  reason  why :  The  headline  should  be  the  most  prominent  portion 
of  the  advertisement  and  should  appear  at  the  top  of  the  advertisement.  If  the  firm  name 


OUTERGARMENT  SHC 

69>695  BROAD  ST.,  NEWARK. 


"THE    DEPENDABLE    STORE. 


Llaatr-i  will  oat  be  undersold -money  refunded  on  may  mrttu  •- .,  M\ 
<hmtfd  ben.  If  time  It  ottered  elsewhere  the  tmmtdmy  ft  m  /rjfpr.cp 


should  be  printed  above  that  and  in  display  type,  too,  where  would  the  display  come  in? 
There  would  be  no  contrast,  and  contrast  is  the  fundamental  principle  of  display.  One 
would  offset  the  other  and,  properly  speaking,  there  would  be  no  display. 


EY  STS. 


Custom,  of  course,  plays  an  important  part  in  every  rule  that  we  follow.  It  is  the  rule 
of  custom  to  place  the  name  at  the  bottom  of  small  advertisements,  and  the  man  who 
follows  custom  cannot  go  very  far  astray. 


There  is  one  rule  to  which  the  advertising  retailer  should  adhere  and  seldom  deviate 
from  it.  When  a  top  position  is  selected  the  top  position  slmulcl  only  be  used.  When  the 
bottom  position  is  chosen  the  firm's  name  should  always  appear  there.  It  is  hardly  wise 


II5EMAN 

ENTIRE  BUILDINt 

SIX  FLOORS  AND  bASlML  NT 


ST.  CHARLES    BLOCK 


to  keep  changing  positions,  because  people  get  used  to  a  certain  way  of  seeing  things  and 
do  not  like  change,  and  it  is  sure  to  lead  to  confusion  in  some  minds.  It  is  something 
like  the  changing  of  store  fronts.  The  merchant  who  has  a  mania  for  change  will  paint 


KJ60HBJBA 


HAHNE&CO 

Broad.  New  and  Halscv  Streets.  >l*rart.N. 


his  store  front  a  different  color  each  time  it  is  done.     This  leads  to  confusion  to  many 
persons,  who  recognize  the  store  from  the  color  it  is  painted. 

If  a  merchant  should  change  the  position  of  his  sign  every  few  days  people  would 
think  he  was  crazy.  There  is  no  more  necessity  for  changing  the  position  of  the  name- 
plate  in  an  advertisement  than  there  is  for  changing  the  position  of  the  sign  over  the 
door. 


I  I  KM   NAME  AND  ADDRESS 


17 


Every  merchant  should  liavc  a  name-cut  made  for  use  in  his  advertising.  There  is  no 
way  in  which  a  reader  accustomed  to  seeing  a  distinctive  name-plate  can  locate  an  adver- 
tisement quicker  than  by  the  name-plate.  When  different  size  spaces  are  used,  plates  of 
corresponding  si/e  should  he  ordered  at  the  same  time,  viz:  Single  column,  double 


column,  and  one  for  full-page  advertisements.  The  double-column  size  may  answer  for 
full-page  advertisements  if  it  is  a  good  legible  one.  Name-plates  should  be  so  designed 
that  they  do  not  occupy  too  much  space.  They  should  be  distinctive  and  by  all  means 
plain  enough  for  a  child  to  read.  One  of  the  greatest  mistakes  an  advertiser  can  make 


Illinois 


&£fceBift  White  Store 


is  in  choosing  a  design  for  a  name-plate  because  it  looks  pretty.     Beauty  is  an  essential, 
but  legibility  is  of  far  more  importance. 

A  good  way  to  use  a  name-plate  is  after  the  manner  of  a  trade  mark.     It  should  be 
used  in  all  newspaper  advertisements,  on  stationery  and  circulars.     It  should  be  pro- 


U 


duced  in  an  enlarged  form  and  used  on  the  wrapping  paper.  It  should  be  painted  on  the 
street  signs,  appear  in  street  cars  and,  in  fact,  everywhere  where  advertising  in  any  shape 
is  used  by  the  firm.  Its  distinctiveness  then  becomes  a  valuable  asset  to  the  retailer  and 
aids  in  distinguishing  his  advertisements  from  others. 


5POKA15 
(JREATE5T 

u   STORE 


It  often  happens  that  retailers  advertising  in  local  papers  leave  off  their  address, 
thinking,  no  doubt,  that  the  name  is  sufficient.  This  is  a  mistake.  A  business  firm  may 
have  a  local  acquaintance,  and  the  people  within  a  given  range  of  trade  may  know  where 


18 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


to  go  to  take  advantage  of  the  firm's  offerings,  but  it  should  not  be  forgotten  that  one 
object  of  publicity  is  to  widen  one's  range  of  trade,  and  introduce  the  firm  to  persons 
that  hitherto  knew  nothing  about  them.  Even  the  local  papers  of  small  villages  and 
towns  get  into  the  hands  of  strangers  and  visitors. 


BOSJ.5SRE 


REMEMBER!  *• 


loir,  or  lower,   than  the 


article  on  be  boujht  in  Mil.aukee. 


If  an  advertiser  is  doing  business  in  a  very  small  town  where  there  are  but  few  stores, 
and  they  are  all  bunched  together,  the  name  of  the  town  should  appear  in  all  his 
announcements;  but  if  he  is  doing  business  in  a  larger  town  or  city,  the  street  address 
should  also  appear. 


A  business  house  may  have  grown  old  in  a  community,  and  on  that  account  may 
conclude  that  they  are  too  well  known  to  even  advertise;  it  may  consider  the  name  of 
the  firm  sufficient  when  advertising  is  done  and  the  address  is  omitted.  This  theory  of 
being  too  well  known  to  print  location  might  work,  provided  old  customers  would  live 


always,  or  never  move  away,  but  when  the  fact  is  taken  into  consideration  that  the  old 
and  familiar  faces  are  gradually  disappearing  and  younger  generations  taking  their  places, 
the  importance  of  keeping  the  firm  and  location  before  the  eyes  of  the  people  through 
continuous  publicity  is  at  once  apparent.  New  faces  are  replacing  the  old,  and  an  adver- 


SEKO  OS  TOUR  HAH.  ORDERS.  KONBTS  WORTH  OR  MOHCTBACK 


T   H nTirVxufi  rt  nflYt  rt  h TJ f'» >l  Jf> V* H  ft  n  ft  n ri?i_r*.ci-ri ffci.u  i 


THE  BESrClOTHES.ALWAYS 

BERNSTEIN  &  CO. 


tiser  should  so  present  his  advertisements  that  the  reader  could  take  advantage  of  his  offer- 
ings with  the  least  possible  trouble. 

Even  the  large  department  stores  in  some  cases  have  fallen  into  this  error.     Of  course, 
almost  every  resident  of  a  city  can  tell  where  the  big  stores  are  to  be  found,  they  could  go 


II KM    NA.MK  AND  ADDRESS 


19 


to  tlirm  blindfolded.     But  there  are  always  thousands  and  thousands  of  strangers  coming 

and  going,  and  they  must  ask  strangers  where  to  find  such  and  such  a  store.     This  is  a 

distasteful  thing  for  some  sensitive  ones  to  do,  and,  perhaps,  the 

larger  stores  are  the  losers  by  neglecting  this  simple  thing. 

Few  advertisers  appreciate  the  immense  value  of  repetition  in 

advertising.      IJy  repetition  we  do  not  mean  that  form  of  advertis- 
ing one  sees  in  the  Knglish  papers,  of  a  word  or  sentence  repeated 

a  do/en  or  more   times,  hut  we  have  a  theory  that  an  advertiser 

should   repeat    some   phrase  or  sentence,  that  will  in  time  become 

indissolubly  associated  with  his  name  or  the  particular  article  he 

sells. 

Fverybody  remembers  "Sunny  Jim,"  but  everyone  does  not 

remember  what    lie  advertised.      None  can   forget,  however,  that 

"Royal   Raking  Powder   is  Absolutely  Pure."  or  that   "Children 

Cry  for  Castoria."     By  the  continual  repetition  of  these  phrases 

they  have  become  household  words. 

If  a  retailer  in  some  city  should  choose  the  following  phrase: 

"Blank's  is  the  store  of  quality,"  and   use  it  continuously,  the 

idea  would    soon   become  so  fixed    in   the  minds  of  the   readers 

that  they  would  at  last  accept  it  as  a  demonstrated  truth.     The 

advertiser  shouldn't  stop  to  reason,  or  prove  it,  for  if  he  does  his 

authority  is  gone.     There  is  no  surer  way  of  planting  an  idea  in  the  popular  mind 

than   by  simple  atlirmation.      Dogmatism   may  not  be  popular  to-day  in  theology,  but 

there  cannot  be  too  much  of  it  used  in  puffing  one's  goods,  provided  always  the  same  is 

done  in  good  taste  and  with  a  dash  of  style.     All  great  ideas  in  the  past  have  been  spread 

through  continual  and  positive  affirmation.  Millions 
of  orientals  blindly  sum  up  their  belief  in  the  simple 
assertion,  "There  is  but  one  God,  and  Mohammed 
is  his  Prophet." 

It  is  well,  therefore,  for  the  advertiser  to  originate 
a  motto  or  phrase  for  continual  use  in  connection 
with  his  business.  It  should  be  short  and  crisp;  it 
should  have  a  definite  meaning,  and  it  should  be 
absolutely  true.  If  a  motto  of  this  kind  is  used  it 
should  appear  in  every  advertisement,  it  should  ap- 
pear on  every  piece  of  printing  used  by  the  firm, 
everywhere,  in  fact,  where  it  can  be  seen,  and  in 
time  the  store  may  become  better  known  through 
the  store  motto  than  by  the  firm  name. 

The  name-plates  which  are  reproduced  with  this , 
chapter  show  how  attractive  these  name-plates  can 
be  made.  They  show  how  distinctly  they  will  stand 
out  from  a  page  of  type.  Some  of  these  reproduced 
are  good,  some  are  very  good,  some  are  not  as  good 
and  ought  to  be  better.  Look  them  over  and  you  can 
easily  pick  out  the  best  of  them,  remembering  always 
that  legibility  should  be  given  first  place  in  any  de- 
sign of  this  character.  If  you  have  to  study  over 
the  plate,  or  spell  out  a  name,  you  may  set  it  down 
as  certain  that  others  will  have  to  do  the  same.  If 
the  design  is  so  intricate  that  it  requires  study  to  de- 
cipher it  like  a  puzzle,  it  may  be  called  a  bad  design 
for  a  name-plate. 
The  name-plate  used  by  Thos.  J.  Porte,  Ltd.,  is  not  a  good  one  although  it  is  very 

attractive.     It  makes  the  advertisement  stand  out  prominently  upon  a  printed  page.     It 


I  The  Young  Man  and 
His  Clothes 

Can  we  please  (he  young  iimn? 

Certainly  we  can — no  question 
about  it. 

Young  men  are  particular. 

We  know  that  styles  muftt  be 
right  fit,  perfect  and  all  the  liule 
kinks  must  be  looked  after. 

The  fabrics  are  young  uieus 
(fabrics,  especially  selected  fof  their 
Suits  and  are  iu  bright  and  fob'ftiou- 
able  patterns  and  -luiable  iu  Crtler  to 
secure  satisfactory  wear. 


r  young  rflt 


Canada's  Best  Clofhiers. 

17.  Sandwich  St.E. 


20 


HOW  TO  ADVERTISE  A  RETAIL  STOKE 


cannot  be  missed  no  matter  how  many  advertisements  surround  it — but  it  is  a  failure 
from  the  standpoint  of  legibility.  The  writer  puzzled  over  it  many  times  before  he  recog- 
nized the  large  "P." 

The  name-plate  of  Oak  Hall  is  not  so  bad,  for  it  is  readable,  but  it  is  a  great  space- 
waster.  Such  a  name-plate  used  in  a  large  daily  would  cost  its  user  thousands  of  dollars 
per  annum.  The  object  of  this  illustration  is  obvious  when  one  reads,  "Neck  and 
Shoulder  above  All  Competitors."  At  the  same  time  it  is  a  poor  attempt  at  illustrating 
the  phrase. 


CHAPTER  V 

THE  HEADLINE  OR  CATCH  PHRASE 

THE  headline  is  the  most  important  feature  of  any  advertisement.  It  is  usually 
used  as  an  eye-catcher,  and  should  be  strong  enough  to  rivet  attention  to  the 
advertisement. 

It  should  be  set  in  display  type  sufficiently  large  to  attract  attention.  This  di>plav 
line  should  be  set  in  larger  type  than  any  other  line  in  the  advertisement.  It  should  be 
made  the  central  eye-attracting  point  of  the  advertisement.  Evrn  when  large  illustra- 
tions are  used  to  both  illustrate  and  attract  the  eye  the  headline  should  be  the  special 
feature  of  the  advertisement.  If  it  is  not  forceful  it  is  apt  to  be  passed  over  with  but  a 
casual  glance. 

Rogers,  Peet  &  Company, New  York  Cjty,  use  a  series  of  small  advertisements,  set 
without  a  headline,  that  are  apparently  very  successful  iu  attracting  attention.  In  lieu 
of  a  headline  they  use  small  outline  cuts  to 
attract  the  eye.  These  cuts  are  of  the  car- 
toon order  and  are  only  partly  comic.  T 1 1 <  •  y 
are  original  with  the  firm  and  continue  to 
attract  considerable  attention.  The  space 
used  is  usually  four  or  five  inches,  single 
column,  with  occasional  double  column  ad- 
vertisements, set  single  column,  thus  pre- 
serving their  identity.  They  use  no  display 
lines  whatever,  depending  entirely  upon  the 
style  of  the  advertisement  to  catch  the  atten- 
tion of  the  reader.  That  they  are  successful 
in  this,  cannot  be  denied,  for  the  firm  have 
used  this  style  of  advertisement  for  many 
years  and  are  satisfied  with  results  obtained 
by  their  use. 
*«£«.  u."n.  ja^  In  this  way  the  headline  as  an  eye-catcher  cZTSu  u.J'sU*  oJ£~^>» 

and  attention-riveter  could  be  and  has  been 

in  this  case  dispensed  with  without  nullifying  the  power  of  the  advertisement.  Never- 
theless, it  could  not  be  denied  that  a  short  and  forceful  headline  would  add  to  the 
value  of  these  advertisements. 

A  writer  in  Printer's  Ink  some  time  ago,  said  that,  "the  whole  duty  of  a  headline  is 
to  be  a  catch-line — to  catch  the  reader's  eye  by  echoing  one  of  his  thoughts."  To  fit  a 
person's  thoughts  with  an  echo  is  a  process  much  simpler  than  it  seems.  "  Do  You  Intend 
to  Build  This  Spring?"  is  a  headline  that  fits  a  mood,  and  it  can  be  depended  upon  to 
interest  the  man  who  is  thinking  of  building  a  house.  Placed  in  the  newspaper  it  will 
find  each  reader  who  has  any  thought  of  building,  interest  him,  and  secure  a  reading  of 
the  advertisement.  When  a  man  is  thinking  or  planning  along  a  certain  line  he  will 


Business  suits. 

For  ex-custom  tailor  men  who 
want  fine  quality  and  individu- 
ality our  higher  price  mixture 
suits  hit  the  mark. 

Every  pattern  confined  to  u|. 

Silk  and  serge  Union — many 
half-lined. 

M  to  $35. 

ROGERS.  P*rr-&  COMPANY. 


Bathing  suits. 

Patterns  as  different  as  possi- 
ble from  the  ordinary  sort. 

All  worsteds. 

AH  fast  colors  :  guaranteed. 

"  Swimming  "  and  "bathing"* 
rtyles. 


Bathing  belts,  white,  50  cents. 
ROGERS,  PZET  &  COMTAXT. 


TIIK   1 1 KA  DUNE   OR  CATCH  PHRASE 


21 


read  everything  tliat  he  sees  in  the  papers  concerning  it.  There  are  always  enough 
people  thinking  of  most  advertised  things  to  make  publicity  pay  when  it  reaches  them. 
As  for  other  readers,  they  do  not  enter  into  the  advertiser's  plans  at  all.  He  might 
dra\v  their  attention  by  some  vague,  mysterious  headline,  but  their  attention  is  not 
worth  while,  lie  does  not  want  them  to  read  his  advertisements  until  they  are  thinking 
of  building. 

In  the  main,  this  explanation  of  the  duty  of  a  headline  is  correct.  It  should  be  remem- 
bered by  the  retailer,  however,  that  he  is  not  only  looking  for  those  who  are  intending  to 
purchase  an  article,  but  he  is  trying  to  convince  those  who  have  no  such  thoughts  that 
they  should  have. 

Seasonable  goods  will  always  find  seasonable  thoughts  among  readers — heavy  shoes 
in  wet  weather,  slippers  in  the  parly  and  wedding  season,  straw  hats  in  the  summer, 
overcoats  in  winter.  At  their  proper  time  seasonable  moods  surge  through  the  minds  of 
the  population  in  great  waves,  and  the  advertiser  ought  to  take  advantage  of  them. 

A  direct  business  proposition  is  usually  the  best  headline  the  retailer  can  use,  although 
occasionally  it  is  desirable  to  have  some  variety.  The  price  itself,  in  connection  with  the 
name  of  the  article'to  be  sold,  is  often  the  very  best  headline  that  can  be  used. 

"Panama  Hats,  $'2.50"  would  attract  attention  anywhere.  It  would  interest  every 
man  who  ever  wears  a  straw  hat  because  the  price  quoted  is  very  low.  It  would  be  the 

same  with  a  headline  reading,  "Men's  $3.50  Shoes."       ^_^___^________ 

This  headline  would  interest  many  men  who  usually 
pay  more  for  their  shoes,  and  some  who  habitually 
pay  less.  If  the  argument  in  connection  with  this 
headline  is  sufficiently  strong  it  might  induce  many 
who  had  no  intention  of  buying  at  that  time  to  make  a 
purchase  then. 

The  merchant  selling  something  to  wear  has  an 
advantage  over  some  others,  because  often  the  public 
can  be  induced  to  lay  in  a  supply  ahead  of  the  actual 
need.  In  this  way  the  direct  business  proposition 
will  bring  results  that  could  not  be  expected  by  a 
merchant  selling  some  commodity  that  is  little  used 
and  then  only  at  certain  seasons  of  the  year. 

Y\  hen  an  advertiser  is  endeavoring  to  create  a  de- 
mand for  an  article  among  a  class  of  people  who  are 
not  using  it,  or  who  are  using  it  only  in  small  quanti- 
ties, a  headline  calling  attention  to  one  of  its  particular 

uses,  or  some  peculiar  feature  about  it  which  would  recommend  its  use,  would  be  more 
likely  to  attract  attention  than  a  mere  mention  of  the  article  itself. 

Take,  for  instance,  the  merchant  who  is  trying  to  introduce  the  cushion  sole  shoe  to 
his  community.  If  he  should  use  "Cushion  Sole  Shoes,"  as  a  headline,  he  would  not 
attract  nearly  so  many  readers  as  if  he  had  said:  "No  Need  Now  of  Tired  Feet,"  or 
"Sure  Comfort  for  Aching  Feet  in  Our  Cushion  Sole  Shoes."  By  taking  advantage  of 
the  discomforts  the  public  are  compelled  to  undergo  he  attracts  their  attention  at  once. 
They  will  then  read  the  balance  of  the  advertisement  to  see  just  what  the  merchant  is 
announcing.  It  will  appeal  especially  to  those  troubled  with  sore  or  tired  feet. 

In  the  same  way  the  grocer,  trying  to  interest  the  public  in  a  new  food  product,  would 
add  to  his  list  of  readers  by  using  a  headline  discriptive  of  the  food. 

The  direct  command  as  a  headline  is  recognized  by  advertising  experts  as  a  powerful 
factor  in  modern  advertising.  It  is  a  factor  in  getting  people  to  make  up  their  minds  at 
once.  The  dealer  who  takes  advantage  of  the  first  chilly  days  of  fall  and  comes  out 
strongly  with 


Panama 

Hats 

$2.50 

rGenuine  one-piece  Panamas;  In  the  popular  squire* 
[top,  ridge-crown  atyle  shown  hi  the  illustration; 
trimmed,  ready  to  wear.  Just  12.50!  '  Think  of  itl 
Lowest  price  ever  made  in  Louisville  on  Panama 
hats.  Shown  in  vestibule  case. 

Naval  Reserve  White.  Ducks,  25c 

Men's,  boys'  and  children  'i  Naval  Reserve  white  duck 
hats;  the  regular  50:  kind;  we're  closing  'em  out  at  25c. 
Mini  Textile  P.n.mn;  YrfU  tnd  cool  ;  re|u- 
Ur  SOc  good,  for  35c. 


Levy' 


Third  and 
Market. 


BUY  AN  OVERCOAT  TO-DAY. 


22 


HOW  TO  ADVERTISE  A   RETAIL  STORE 


is  likely  to  reach  more  readers  than  the  one  who  says  simply,  "Overcoats."     This  style 
of  headline  has  made  business,  good  business.     All  will  remember  the  phrase,  "Let  the 
Gold  Bust  Twins  do  your  work."     That  is  a  good  headline  because  of  its  direct 
command. 

In  the  advertisement  of  the  Pittsburgh  Bank  the  command,  "Place 
Your  Money  in  Safe  Hands,"  is  made  stronger  by  the  further  assurance 
that  "it  will  earn  four  per  cent,  interest." 

Pick  up  any  ancient  copy  of  a  magazine  and  look  over  the  advertising 
pages  and  you  will  find  headlines  of  all  kinds,  some  good,  some  bad,  some 
indifferent— mostly  indifferent.  Pick  up  a  recent  copy  and  the  headlines 
will  stand  out  from  each  page  as  prominently  as  modern  brains  and 
science  can  force  them  to.  These  headlines  are  a  good  study  for  the  retail 
advertiser.  From  them  he  should  be  able  to  glean  a  great  deal  of  informa- 
tion. He  can  easily  recognize  those  that  appeal  to  him  and  those  that 
don't,  and  a  comparative  study  of  the  two  classes  should  teach  him  just 
the  kind  he  ought  to  use  to  get  good  results. 

"Wear  a  Cowboy  Hat"  is  another  illustration  of  a  headline  wherein  the  direct  com- 
mand is  predominant.     "Wear  a  Cowboy  Hat  on  that  Vacation  or  Outing  Trip"  is  a  sen- 
sible command  and  one  that  many  of  the  readers  of  that  advertisement 
would  be  likely  to  follow. 

"You  Want  a  Hat  To-day"  and  "Deposit  Here"  are  both  good  strong 
headlines.  The  peculiar  display  of  the  Buffalo  Loan,  Trust  and  Sale 
Deposit  Company  advertisement  shows  how  strongly  two  words  can  be 
made  to  stand  out  from  the  body  of  even  so  small  an  advertisement. 

Headlines  should  be  as  short  as  possible.     The  fewer  words  ux-d 
the  better.     It  should  contain  the  gist  of  the  whole  advertisement  when 
it  is  practical  to  crowd  it  into  a  few  words.     The  most  important  thought 
should  be  there  at  any  rate. 

PEERLESS  $3.50  SHOES  FIT  AND  WEAR. 

is  a  headline  that  will  convey  a  thought  to  most  readers'  minds.  The  reader  may  have 
had  an  experience  with  these  shoes  that  was  not  entirely  satisfactory.  It  may  have  been 
that  he  had  a  pair  of  shoes  from  the  firm  advertising  these  shoes  that  were  not  satisfactory . 
He  needs  a  new  pair,  and  seeing  this  positive  assertion  decides  that  he  will  give  the  shoe 

man  another  trial.     If  the  shoes   are   as   the  advertisement   states, 

good  ones,  which  have  style  and 

wear  in  them,  the  man's  trade  is 

retained.  A  positive  assertion  then 

is  a  good  headline. 

One    authority    has    asserted: 

"The  business  of  the  headline  is 

to   convince    the   reader  at  sight 

that  the    advertisement   concerns 

him,  and  if  the  advertisement  is 

what  the  headline  promises,  it  will 

do  it's  work." 

Blind  and  mysterious  headlines 

have  seen  their  day  and  have  gone 
with  the  medical  advertisements  of  a  decade  or  more  ago,  that  were  disguised  as  read- 
ing notices  under  misleading  headings. 

"We  may  be  Crazy — 


WILL  EARN  411 


$14.500.000.00 
BANK  BY  MAIL. 


PITTSBURGH 

SAVINGS 


we  aim  to  encourage  bank  ac- 
counts with  us  by  giving  our 
patrons  the  most  efficient  and 
prompt  service  possible 


deposit  here 


our  especially  convenient  location  is 
appreciated  by  busy  people 

Buffalo  Loan.  Trust  & 
Safe  Deposit  Co. 


But  we  ain't  no  fools." 


THE  HEADLINE  OR  CATCH  PHRASE 


23 


is  a  headline  used  by  a  firm  in  California,  and  shows  to  what  lengths  some  advertisers 
will  go  for  the  purpose  of  being  original.  The  headline  does  not  show  what  the  adver- 
tisement is  about.  There  is  no  clue  to  the  kind  of  goods  sold — nothing  to  connect  it 
with  any  kind  of  business.  This  kind  of  advertising  is  more  harmful  than  otherwise  to 
the  linn  using  it. 

If  you're  Willing  to  Pay  $5  Extra  to 

Get  "Trusted"  for  a  $15  Suit,  Don't 
Come  to  Blach's  for  Clothes. 

Blach  is  here  trying  to  take  a  fall  out  of  the  credit  stores,  but  is  merely  calling  attention 
to  them.  It  may  be  true  that  stores  giving  credit  charge  more  for  their  goods  even  when 
they  advertise  that  they  do  not.  But  there  are  a  lot  of  men  who  are  willing  to  pay  more 
if  they  can  have  their  own  time  to  pay  in,  and  this  slap  in  the  face  will  only  advertise 
the  instalment  stores  more  thoroughly  than  ever. 


500  MEN  WANTED 

To  buy  Peerless  Safety  Razors. 
These  Razors  are  the  Latest,  etc.,  etc. 


This  is  a  modern  example  of  a  sensational  headline.  It  is  a  blind  or  misleading 
headline,  and  as  such  should  be  avoided.  It  will  never  sell  razors  and  it  will  never  bring 
the  five  hundred  men  wanted  to  that  store. 

There  is  another  kind  of  headline  that  is  sensational  and  misleading  in  character, 
and  much  more  repugnant  to  the  finer  sensibilities  of  the  reader.     That  is  the  scare-crow 
headlines,  such  as,  "Instant  Death,"  or,  "Horrible 
Accident,"  etc.     Some  advertisers  are  fond  of  these 
disgusting  exhibitions  of  poor  taste,  but  fortunately 
as  they  become  educated  in  the  gentle  art  of  ad- 
vertising, they  abandon  their  ill-timed  humor.     The 
Cunningham    advertisement    reproduced   here   is  a 
sample  of  this  senseless  style  of  advertising. 

The  merchant  who  tries  to  be  funny  in  his  ad- 
vertisements is  sure  to  make  a  fool  of  himself, 
sooner  or  later.  He  may  think  a  thing  very  laugh- 
able, but  the  public  is  fickle-minded  and  often  fail 
to  remember  the  perpetrators  of  some  of  the  funny 
things  told  in  advertising. 

The  retail  advertiser  should  avoid  the  use  of 
too  many  adjectives,  and  choose  only  those  that  are 
full  of  meaning. 

Just  note  this  attempt  at  effectiveness: 

Our  Grand  and  Intelligently  Selected  Stock 
is  Superbly  and  Enormously  Large. 

Such  a  screed  as  this  conveys  no  meaning  to  the  reader,  except  that  the  advertiser  is 
feeble  minded.  It  is  too  general  a  statement  anyway  to  be  impressive.  "Largest  Stock 
in  Town,"  "Best  Goods  at  Lowest  Prices,"  and  such  phrases  are  worthless  as  headlines. 

Let  the  retailer  put  lots  of  ginger  and  snap  into  his  headline.  Let  him  season  it  with 
common  sense.  Let  him  boil  it  down.  Then  serve  it  attractively  in  a  suitable  dress  of 
type  and  it  will  catch  the  reader's  eyes  from  the  midst  of  dozens  of  other  advertisements 
commonplace  in  construction  and  display. 


De  Vault  Stock  Salc'.H 

THE  WIND-UP!     THE  WIND-UP!! 

To-Day  and  To-Morrow! 

Slaughter  of  Odds  and  Ends  ]  DON'T 
Slaughter  of  Odds  and  Ends  I  MICO 
Slaughter  of  Odds  and  Ends  [  "Jl1?? 
Slaughter  of  Odds  and  Ends]  IT!! 
A  Dime  Bays  a  Dollar 's  Worth. 

In  This  List  Scramble  for  Odds  and  Endsl 

Come!  ud  Ttfl  Tow  Neigbbors  and  Friends  to  (« 

cTi^y*vr'  w'"wi  *;•""  *•* 

SSffiW-S 

67c     {^^"S'tirVTe 
~^96c  ' 

fr^SK 


CUNNINGHAM'S- 


r^vcrrlSEHrsz'  w 


24 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


WORTH  ".."-:  Einr-: 

UO  Runy  clkim  DOK  *  <Uj»U>«tib*y  wt!  Wr.tcb.MM4  J«Wkrr 
O    Ulanr  frier.  th.va  M-om  «U«.  Uuu'o-n  >tt*  toptnaJ.    TlM 

wine  togi^.  ••  *iw»yty<xr  .am.**'*  •ortt."  In  to.  and  MW  he>ft»^  •• 

tbouN.M.;  Of  MUtlM  CMtMM...  itt  fM.  ,T  *0  M»  J  lb.t  .*  .,  mp. 


Are  You  Intending  to  Buy 
Furniture  This  Spring'  ? 

Say  "Yes"  to  this  inquiry  and  you  owe  it  to  yourself  to  tome  to  this  store  this  weed 
before  this  semi-annual  Sale  closes.  Hen  is  a  twice-a-year  opportunity  to  make  big 
interest  on  your  money  by  buying  NOW  when  tbe  actual  saving  on  handsome  and  well  made 
Furniture  is  from  20*  to  50*.  Why  wait  a  few  weeks  and  pay  the  regular  prices  when 


»•  will  uecupj  the  nne-l  J.»»lkij  Sum  in  AitMnJi*-      Wo   will  vJd 
to  our  preterit   blora  two  nwr*  Bbom  *J><H.ti»«  oar  y^iM  o»  uU 

UM  N.w  Mlot*  *ilh  «.W7tkl«c  N.w.  M»>|  M  or4w  (o  4o  w  w.  «• 
•eltrjiMty.*  f ..«.fi».r.  fceMyiiM.    Ttv^f  «•  *l.l  MUM*  OM  liM 

'•'*     -  '*       ^iMd.^l/.fWjoMM.TbZ 

MeMrCT  V 


this  price  saving  opportunity  is  knocking  at  your  door. 

is  to  waste. 


and  pay 
To  buy 


now  is  to  benefit,  to  wait 


Odd  Divans  and 

Tetea 
in  Real  Mahogany  Only  97.4O 


FURNITURE 


When'you  think  of 
FURNITURE 

think  of  STICKLCY'S 


Avoid  the  use  of  meaning- 
less phrases.  Make  the  headline 
tell  some  part  of  the  story  of 
the  advertisement  so  that  the 
reader  will  have  something  to 
remember.  As  the  title  of  a 
book  should  give  the  public  some 
idea  of  its  contents,  so  the  title, 
or  headline,  or  catch-phrase  of 

an  advertisement  should  indicate  the  character  of  the  advertisement.  Illustrated 
headlines  are  not  usually  very  common  nor  very  good.  That  used  by  Stewart  Da\v- 
son  &  Co.,  Melbourne.  Australia,  is  very  good.,  it  is  full  of  meaning.  As  a  store  motto 
it  should  prove  even  more  useful  than  as  a  headline. 

We  also  reproduce  a  page  of  illustrated   headlines.     These  were  all  clipped  from 

page  advertix  nit  lit-,  and  while  not  very 
bad  are  not  very  good  either.  That  illus- 
trating the  ".Inne  liride  Sale"  is  perliaji- 
the  best  of  the  lot. 

The  headline  of  The  Nebraska,  Kansas 
City,  advertisement,  ".lust  Like  Finding 
Money"  is  not  at  all  bad.  It  being  one 


1 1 13 -HIS  Main  Street 

KANSAS  CITY    MO. 


Just  Like  Finding  Money 

If  You  Come  Here 
For  Your 

Christmas 
Choosing 

Neckwear 
Night  Shirts 
Seal  Plush  Caps 
Mufflers 
fancy  Vests 
Suit  Cases,  etc. 


Suspenders 
Handkerchiefs 
Gloves 

Smoking  Jackets 
Bath  Robes 


There's  No  TJst  Talking— They're  AD  Here. 


Which  One  Do  You  Like? 


YOU  CAN  HAVE  THE  PAIR 
YOU  MOST  FANCY  FOR  M. 


rifU. 


TIx  *  jvU  Wnfht  *-  Ihj  •'.  I  hi  nine.      Ao4  thcr  ft* 
fa/11  MT  K>  T««mdf  »twa  you***  wora  a  piir 

Fwtbcr-A'i  the  kxijtil  v  jluc  lot  row  u*>i*T  o>  tb<  Sue  Muh« 
loiir-  *«•«  "iul  x  in  loU. 

Aid  W  on',  mutb  10  rtt  >  Killr  rxxl  Low  Quulcf.  Very  liUf 
row***  oflfeo  pftid  u  much  u  $6  And  $7  fax  a  pair  that  you  won't  like  A 
bit  brllo  that  tbc  )uat  Tn(ht. 

lo>  row  KlKtno.  anJ  it  un't  ou   laull  U  r«J  don't   lino  out  all  aboul 

t  j<    luit  Wn,hi  Shoe. 

Bullock  Shoe  Co. 


26 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


of  the  popular  sayings  of  the  day  makes  it  easily  understood.  But  this  is  a  case  of  fit- 
ting the  headline  to  a  cut  whicTi  usually  is  disastrous  to  good  advertising.  The  adver- 
tisement as  a  whole  is  a 


poor  one. 

The  advertisement  of 
the  Stickley-Brandt  Furni- 
ture Company  gives  us  a 
very  good  headline.  "Are 
You  Intending  to  Buy  Fur- 
niture This  Spring?"  re- 
quires an  answer,  and  there 
can  be  but  little  doubt  that 
every  reader  of  that  head- 
line answered  it  "yes"  or 
"no,"  as  the  circumstances 
demanded.  Those  who 
answered  it  affirmatively 
would  read  the  whole  ad- 
vertisement closely  to  see 
whether  the  offerings  inter- 
ested them. 

In  the  Marshall  &  Ball 


MARSHALL  £  BALL 

Announce  the  sale  of  Doc  Thousand  pairs  of  Manufac- 
turers' Sample  Shoes,  made  to  sell  at  $4,  $5,  $6  and  $T, 


SPECIAL  PRICE, 


These  shoes  were  made  by  the  J.  S.  Turner  Shoe 
Co.,  one  of  the  oldest  and  best  makers  of  Men's  High  Grade 
Shoes  in  the  country.  The  public  has  come  to  rccot- 
nlzc  the  fact  that  a  Marshall  &  Ball  Shoe  Sale  is  an  event 
worth  long:  awaiting.  This  is  by  far  the  most  remarkable 
tffcr  we  have  ever  made. 

All  leathers.       All  sizes.       All  perfect 

On  salt  tomorrow  at  8  A.  M. 

MARSHALL  &  BALL 

M9  to   813    BROAD  STREET.   NEWARK.    N.   J. 


advertisement  there  is  no  headline  used, 
used  conjointly  to  attract  attention  to  the 
top  name-plate  and  displayed  the  words: 


The  cut,  the  price  and  the  name-plate  an-  all 
advertisement.     If  this  firm  had  dropped  the 


1000  Pairs  Manufacturers'  Sample  Shoes  reduced  to  $2.85 

the  advertisement  would  have  been  a  more  powerful  puller.  As  it  stands  there  is  nothing 
about  this  advertisement  to  show  that  it  is  other  than  an  ordinary  shoe  advertisement, 
if  we  exclude  the  one  line  "Special  Price,  $£.85." 

"Which  One  do  You  Like  I-"  is  not  a  bad  headline  used  in  connection  with  the  illus- 
tration shown  in  Bullock  Shoe  Company's  advertisement.  The  use  of  white  space  as 
here  shown  is  very  good.  Such  a  use  of  white  space  is  by  no  means  waste.  In  fact  it 
is  about  the  best  possible  kind  of  investment.  It  contrasts  the  type  matter  and  throws  it 
out  from  the  page  in  such  a  manner  that  no  one  could  help  seeing  it.  This  advertisement 
is  reduced  from  six  inches  by  three  columns. 


CHAPTER  VI 

ILLUSTRATIONS 

IT  is  not  our  intention  in  this  chapter  to  explain  the  processes  by  which  each  kind  of 
engraving  is  done.     We  are  going  to  pass  over  the  technical  side  of  the  question 
altogether  and  deal  merely  with  the  effects  that  illustrations  have  on  the  value  of 
the  advertisement. 

The  force  of  a  good  cut  in  an  advertisement  is  its  power  to  centralize  the  general 
idea  of  the  composition.  It  is  to  the  advertisement  what  the  bud  of  the  rose  is  to  the 
flower.  The  bud,  gradually  unfolding,  brings  to  view  the  fullness  of  the  flower,  with  all 
its  variations  and  adaptations.  So  with  the  picture  in  the  advertisement — it  first  attracts 


ILLUSTRATIONS 


27 


Perfect  $222 
Shoemaking 


Mr  »00  -Helen-  Shoo  fat 
perfection  to  UOO 

The  new  .trio 
to  both  "Helen"  boot!  «oJ 
oiford.  00.  00  or  ibelm 
M*  H  MM  to  the  mart  Mrfiafc 
SV50  ihoe  mooek  u  infcexjitr 
«ad  tkiU  cu  mike  them. 
The  button  booti,  lor  miunce. 


the  mind,  which,  in  its  study,  gradually  expands  along  the  outlined  ideas  until  the  product 
in  the  whole  extent  of  its  meaning  opens  up  in  full  bloom  and  significance. 

Some  advertisers  seem  to  have  an  idea  that  a  picture  in  an  advertisement  is  nothing 
more  than  a  little  embellishment  added  to  it,  and  by  reason  of  that  fact  catches  the  eye 
of  the  reader.  A  good  forceful  illustration  will  catch  the  eye  of  the  reader  because  the 
mind  is  ever  glad  of  a  change.  It  usually  rests  first  upon  the  most  attractive  spot  on  a 
printed  page.  For  that  reason  alone  it  pays  the  advertiser  to  illustrate  his  advertise- 
ments. 

.  These  eye-catching  advertisements  must  be  pleasant  and  may^be  partly  humorous. 
They  must  never  offend  the  good  tastes  of  the  reader,  nor  hurt  the  feelings  of  the  most 
sensitive.  In  the  Millanl  advertisement,  here  shown,  the  illustration  is  used  purely  for 
the  purpose  of  attracting  attention 
to  the  advertisement.  It  serves  its 
purpose  well,  for  the  picture  is 
|>lea>:int  and  attractive. 

As  an  eye-catcher,  pure  and  sim- 
ple, an  illustration  is  not  a  very  good 
investment.  A  good  typographical 
display  of  types  and  rules  will  do  the 
same  thing  at  less  expense.  If  a 
picture  cannot  be  made  to  bring 
into  united  conception  the  promi- 
nent features  of  an  advertisement,  it 
might  better,  in  most  cases,  be  omit- 
ted. 

The  picture  in  an  advertisement 
may  help  to  strengthen  the  impres- 
sion one  gets  from  the  headline  upon 
first  sight,  but  unless  it  is  capable  of 
impressing  the  thought  the  advertiser 
wishes  to  convey  it  is  little  better 
than  an  eye-catcher,  and  is  occupy- 
ing space  that  might  better  be  given 
over  to  type  matter  or  white  space. 

Many  advertisements  are  spoiled 
by  poor  and  inapt  illustrations. 
Anyone  critically  inclined  will  be 
side-tracked  on  seeing  a  "  jack-knife  " 

cut  of  a  shoe,  or  an  abortive  attempt  at  illustrating  a  hat  shape.  An  engraving  is  apt  to 
be  misleading,  unless  designed  very  carefully,  and  in  this  way  damage  may  result  instead 
of  good. 

Wrhen  comic  or  suggestive  cuts,  other  than  those  that  illustrate  the  goods,  are  used, 
greater  caution  still  must  be  exercised  in  their  selection,  as  an  incongruity  may  result 
that  will  prove  disastrous  to  the  purpose  of  the  advertisement."  In  most  cases  good, 
catchy  advertisements,  cleverly  worded  and  attractively  displayed,  without  illustrations 
of  any  form  will  be  found  quite  as  effective,  and  frequently  they  may  be  made  to  convey 
the  thought  of  the  advertiser  more  clearly  to  the  mind  of  the  reader. 

Not  long  ago  a  jeweler  used  a  cut,  representing  a  bushel  basket  of  diamonds  over- 
turned, and  showing  the  diamonds  strewn  around,  much  as  potatoes  would  be  if  some- 
one had  upset  a  basket  of  them.  The  advertiser  stated  in  flaring  headline,  "We  Buy 
Them  That  Way."  Now,  what  thought  did  he  mean  to  convey  to  the  public?  The  public 
would  know  that  he  was  deliberately  lying  if  he  meant  he  bought  diamonds  by  the  bushel, 
for  they  know  that  they  are  not  marketed  in  that  manner.  But  one  conclusion  can  be 
drawn  from  this  advertisement,  and  that  is  that  he  meant  to  be  humorous.  It  was  a 
poor  and  ill-advised  attempt  at  humor  at  that. 


top  pattern  that  row  vtviUr 
bin  to  Mr  *JJO  for.    Brerr 
little  «et«a  n  "Helen- 


.econi  with  new  ideal     Thi 
•  whr  »  ounr  women 
wea,  -Helen-  iho» 


MUJard, 


'Broa.dtuay.    Troy 


28 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


There  are  too  many  merchants  wasting  their  money  in  buying  illustrated  advertise- 
ments from  some  "syndicate"  which  is  turning  out  advertisements  and  illustrations  to 
use  with  them  by  the  thousands,  utterly  regardless  of  the  proper  fitness  of  things.  If 

the  merchant,  who  is  subscribing  all  the 
way  from  fifty  cents  to  two  dollars  a  week 
for  this  trashy  sort  of  illustrations,  would 


I'll 3  and  1115  Main  St. 

Boys'  School 
Shoes 


That  Speak  for  Themselves. 
They  tell  of  comfort— lontf  and  perfect  character 
no  argument  between  us -we  guarantee  every 

&»«••  BOYS'  SCHOOL  SHOES 

$1.00.   $1.25.  $1.50.   $1.75.   $2.00. 


Don't  Blame  the  CooK 

alwayi  if  the  mfat  part  of  your  meal 
lit't  fr*  right -It  may  be  the  full  of 
the  botcher.  Tbere'a  where  we  may  ran 
Into  trouble,  for  we  »ro  purveyor!  of 
fr»«h  and  salt  meats.  Yet  we  inrlu  ft 
trial  of  oar  ssfrice,  confident  that  we 
can  rait  you  at  to  the  meat*  themselves, 
their  cutting,  handling,  price*  and  deliv- 
ery. Fair  offer.  Isn't  It,  to  try  DI  once! 

Kling'stein  $  Co. 

318  Booth  Union  AT*.     _ 


use  the  same  amount  of  money  in  the  purchase  of  good,  sensible  stock  cuts  from  a  reli- 
able engraver,  they  could  illustrate  their  advertise!;  cuts  to  much  better  advantage. 

The  Nebraska  advertisement  gives  a  fairly  good  idea  of  what  these  illustration! 
amount  to.  There  is  always  some  attempt  made  to  illustrate  the  article  advertised  or  to 
illustrate  the  headline  to  be  used  with  the  cut.  The  Klingstein  &  Co.  advertisement 
is  another  of  these  "extremely  attractive  syndicate  advertisements." 

It  cannot  be  denied  that  some  of  the  illustrations  turned  out  by  some  "syndicate 
cut"  firms  are  very  fair  specimens  and  of  some  value.  It  becomes  a  matter  of  selection 
however,  for  the  purpose  of  picking  out  the  good  ones  from  the  hundreds  of  bad  ones. 

The  Sam  Freund  advertisement  is  humorously  illustrated.  This  is  one  ca.se  where 
humor  is  in  its  right  place.  The  advertisement  is  intended  for  male  readers  exclusively. 
Such  attempts  at  humor,  however,  are  seldom  very  successful. 

A  shade  of  humor  in  cuts  is  good  when  not  overdone.  But  right  here  is  generally 
where  the  trouble  comes  in — it  is  usually  overdone.  Some  rising  young  illustrator  fur- 
nishes some  cut  "syndicate"  with  a  few  original  ideas  at  an  originally  small  price,  and 
that  is  where  the  trouble  begins.  The  illustrator  has  ideas,  but  they  are  too  original  for 
advertising  purposes.  They  should  appear  in  Judge,  not  in  retail  advertisements.  They 
do  less  harm  there,  at  any  rate. 

Then  there  is  so  much  bad  taste  shown  in  many  of  these  "syndicate"  cuts.  Take, 
for  instance,  a  cut  of  a  blind  man  being  led  by  a  poor  excuse  for  a  dog,  the  purport  of  the 


aw**«*******f*»fcL 

m 

8 
i 

Man  in  TowruUff. 


The  Proudest 


Unco,  Gloria,  Selectos, 
Prince  George  »,, 


$  At  Sam  Freund's  j 

&.  UNDER  THE  METROPOLE  ff 


"ALWAYS  THE  GORDON" 


advertisement  being,  that  a  man  must  be  blind  who  cannot  see  the  advantages  of  dealing 
with  the  advertiser.  It  is  not  only  an  advertisement  in  bad  taste,  but  sordid  in  its 
general  import. 


ILLUSTRATIONS 


29 


tow  Cut    Blacken.   $2.07 

ton.  Mrf*  by  •"•«    ^.HM 
>   ..    ..,    II— ,    I.J.    .lit 

-     •  — 


The  object  of  the  illustration  is  to  vivify  or  give  emphasis  to  the  composition,  as  well 
as  the  goods  advertised.  This  being  the  case,  harmony  between  the  cut  and  the  matter 
should  be  considered  of  first  importance.  . 

( i real  care  should  be  taken  in  using  an  illustration  that  there  are  no  objectionable 
features  in  it.     A  few  years  ago  a  merchant  used  a  comic  cut  illustrating  an  old  negro, 
nearly  bald,  with  mouth  wide  open  as  if  crying  out  at  the  top  of  his  voice.     The  head- 
line used  with  it  was,  "Much  Cry  and  Little  Wool."     As 
an  illustration  of  that  old  saw,  it  was  a  success,  but  it -had 
this  objectionable  feature:  In  the  town  in  which  the  adver- 
tisement appeared   there  was  a  large  colored   population, 
and  the  merchant    numbered  among  his 
customers  a  great  many  of  them  who  were 
intelligent    and     industrious.      Some    of 
them   very  properly  took   offense   at   the 
advertisement.     It  was  used  in  good  faith 
by  the  merchant,  perhaps  a  little  thought- 
lessly, but  it  took  years  to  live  down  the 
bad  impression  he  had  made. 

The  best  illustrations   that  can  pos- 
sibly be  used    are   those   that    illustrate 

the  goods  advertised.  Here  are  two  examples  of  illustrations  (See  opposite  page)  that 
illustrate  the  goods.  The  hat  advertisement  show  the  article  advertised  in  actual  use 
while  the  shoe  advertisement  shows  merely  a  cut  of  the  shoe.  Of  the  two  styles  of  illus- 
trating the  one  which  illustrates  the  article  in  use  is  no  doubt  the  better.  But  it  is  almost 
impossible  to  illustrate  shoes  in  use  by  showing  a  cut  of  a  man  or  woman.  The  best  at- 
tempts at  showing  shoes  in  use  are  represented 
by  the  cuts  in  Kennedy's  and  Dalsimer's  ad- 
vertisements here  reproduced. 

There  are  other  articles  in  the  same  class 
with  shoes,  such  as  gloves,  hose,  ties,  etc. 
that  cannot  very  well  be  illustrated  in  actual 
use. 

Furniture  lends  itself  to  illustration  in 
either  way.  A  chair  may  be  illustrated  as 
simply  a  chair,  or  it  may  be  illustrated  as 
part  of  a  room.  There  is  one  thing  that 
should  be  carefully  observed  in  selecting 
illustrations,  and  that  is  in  selecting  ones 
that  do  illustrate.  Take  the  illustration  in 
the  "Hub"  advertisement: 

Clothing  or  Furniture,  Which?  Could 
you  tell  at  a  glance.  It  is  equally  suitable 
for  either  and  suitable  for  neither,  from  that 
very  fact. 

Only  good,  clear  cuts  should  be  used ;  they 
cost  a  little  more  than  the  poorer  ones,  and 
are  worth  very  much  more.  Care  should  be  taken  to  select  cuts  suitable  for  the  work 
intended  to  be  done.  Half-tones  make  fine  illustrations  in  booklets  that  are  properly 
printed  on  calendered  paper,  but  they  produce  mere  blotches  on  newspaper  stock. 

Newspaper  cuts  should  be  cut  deeply;  the  outlines  should  be  strong  and  heavy;  there 
should  be  but  little  detail,  and  that  should  be  coarse  and  rugged,  so  that  every  line  will 
be  brought  out  faithfully  upon  the  rough  and  porous  newspaper  stock. 

Half-tones  are  now  being  made  with  very  coarse  screens,  especially  for  newspaper 
work,  but  on  the  whole  they  are  not  as  satisfactory  as  ordinary  line  drawings.  They  are 
apt  to  become  filled  with  ink  and  give  but  a  poor  impression.  We  have  seen  many  a  good 


Down  Here  We're  Cutting 
the  Life  Out  of  Prices! 


30 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Paint  man  is  brother 
to  paper  hanger.  •  We 
have  paint  man's  brushes 
and  paper  hanger's  tools. 
Paper  hanger's  tools 
please  paper  hanger. 
They're  right.  They  do- 
work  just  as  paper  hang- 
er wants  them  tot  Are 
you  a.  paper-hanger? 
Come 'and  see  us. 

The  Lawrence  Paint  Co. 

1 1 5  Court  St.. 
Binf  taatofl.  If.  T. 


advertisement  impaired  in  its  effective- 
ness by  a  half-tone  illustration,  show- 
ing up  without  any  sign  of  detail  at  all. 
Good  outline  and  silhouette  cuts 
are  much  the  better  for  newspaper 
work.  Good  black  and  white  cuts  will 
attract  as  much  attention — or  more — 
than  poor  half-tones.  Better  the  cut 
should  be  lacking  in  artistic  details  than 
have  its  whole  effect  spoiled  in  the 
printing. 

Cuts  are  so  cheap  now  that  there  is 
no  excuse  for  any  merchant  using  old- 
fashioned  ones.  Just  think  of  a  mer- 
chant advertising  1907  styles,  and 
showing  a  cut  of  styles  in  vogue  ten 
or  fifteen  years  ago.  The  result  is 
simply  ludicrous;  it  is  also  harmful  to 
the  advertiser. 

The  clever  use  of  the  small  cut  in 
the  Lawrence  Paint  Co.  advertisement 
shows  how  attractive  a  cut  is  in  an  ad- 
vertisement.   It  proves  conclusively  that 
cuts  are  sure  to  attract  attention.     This 
little  cut  of  a  painter,  half  humorous  as  it  is,  tells  us  at  once  that  the  advertisement  is 
about  paint.     If  we  are  interested  we  will  read  the  advertisement. 

The  full  page  reproduction  shows  three  different  types  of  cuts.  The  strong  black  and 
white  illustrations  used  by  C.  A.  Weed  &  Co.  shows  up  strongly  in  contrast  with  the 
gray  effect  made  by  the  type  matter.  The  "stipple"  effect  in  the  illii>trati<ms  in  flic 
Washer  Bros,  and  Ben  Selling  advertisements  have  all  the  good  appearances  of  half-tone 
reproductions  without  any  of  the  half-tone's  defects.  The  outline  illustrations  used  by 
John  Wanamaker  have  just  enough  detail  added  to  make  them  pleasing  to  the  eye. 
The  combination  of  border  and  cut  in  both  the  Washer  Bros,  and  Wanamaker  advertise- 
ments are  very  pleasing  and  effective. 


Paint  man  says:  "Good 
glass  is  like  good  loolu. 
It  takes  a  hard  blow  to 
spoil  it."  Poor  glass  costs 
more  than  good  glass 
Breaks  so  easy.  We  wont 
to  sell  you  good  glass. 
Next  time  glass  breaks — 
see  as.  If  for  new  house, 
see  us.  We  want  to  talk 
Sherwin  -  Williams  Paint 
to  you,  too. 

The  Lawrence  Paint  Co. 

US  Court  St., 
Blnfbamtra.  N.  T. 


CHAPTER  VII 

THE  INTRODUCTION  OR  ARGUMENT 

ADVERTISEMENTS  should  never  be  prepared  in  a  hurry.     It  is  advisable  for 
f-\       the  merchant  to  have  a  stated  time  for  the  preparing  and  planning  of  his  adver- 
tisements.     Ideas  will  come  at  all  times  throughout  the  day,  and  should  be  jotted 
down  in  a  notebook  reserved  for  the  recording  of  advertising  ideas.     Many  good  ideas 
are  lost  through  thoughtlessness  in  this  matter.     At  times  the  merchant  will  find  a  book 
of  this  kind  a  positive  necessity,  for  he  cannot  always  think  of  the  best  things  for  the  occa- 
sion just  when  he  wants  to. 

The  word  "advertise"  has  a  most  felicitous  and  suggestive  origin  and  meaning.  It 
means  literally  "to  turn  to."  It  means  "to  direct  attention  to — to  attract  attention." 
An  advertisement  that  will  do  this  is  sure  to  sell  goods. 

There  is  little  new  under  the  sun,  in  advertising  or  in  anything  else.  It  is  difficult  to 
find  anything  new  to  talk  about,  and  still  more  difficult  to  say  what  you  have  to  say  in  a 
way  that  will  not  be  a  replica  of  somebody  else's  thoughts. 


.       Our  CanlMB  IVpcrtefttt  b  j«*  nwrrrims   Inm   tV#   ntrMM    I-M*   of  tW 
W «  »uEi  u  twpMtw.1  »<rdfM.-t  J«  «y  iWl  ««  »•»«•  >«*  nprlwr.it.wd  omr  «»ck  o( 

"'$5.00   " 

quilt  ir«.  ind  with  nor*  ••  ji«  »od  fi<"»b  tbu  jrou  would  tijxct  at  ttw  prtc*.    It  would 


"Clalfiti  of  Quality " 


••'' 


Clothes    Sa.tisfa.c<ioi\ 


A  Sa.tisfa.clcry  Store 

y^  MAN  can  buy  clothes  al- 
*""^  most  any  place  al  "any  old 
piicc."  but  clotbei  taiii/tictwrt  is  to  be 
found  at  few  places-and  Washer," 
K  one  of  ihc  few  —  there's^  reason^ 

You  II  alu-a,,  fmd  hire  a  y»,«rfX 
slandarii  of  quality;    your*    never 
limpitd  by  piice-inductmtnis  to  spec- 
ulate on  lomffAing  theaf).-     Today, 
tomorrow  —  Always  ike   Same—  rial 

A  Summer  Suit  ai  $18.50 

Handsome  dark  blue  serge  Coat  and 
Trousers.  Double  breasted  sack  with 
broad  shoulders  and  wide  fronts  —  quarter 
lined  with  fine  alpaca.  The  quality  makes 
it  a  splendid  value. 


To  the  obaervanl  mind,  to  ike  man  of  clear  In- 
tellect, facts  apeak  much  more  eloquently  than 


It  la  not  the  claims  I  make  that  give  my  cloth- 
ing in  perfection  of  detail  and  consequent  fa- 
vot  among  critical  dressers—  It  Is  not  my  words, 
but  the  facia  that  underlie  ny  words. 


The  ordinary  clothier,  however,  who  does  not 
dictate  the  various  maierlala  thit  shall  be  used 
In  the  garments  be  sells,  must  depend  more  up- 
on the  glib  tongues  of  his  salesmen  and  the 
smooth  statements  of  his  advertising,  than  up* 

alructloo.      My  salesmen  delight  In   showing 

SPRING  SUITS  *l!  to  $35. 
TOPCOATS  (IS  to  $30. 


It's  the  Talk  of  Men  Lverywhere- 

The  Summer  WHITE,  SALE/ 
Of  Men's  Furnishings 

II  would  b«  th«  T*ty  worwt  policy  to  allow  onmlrw  to  be  foolf-d  M  to  th»  e 
.UT»  TikJiiw  of  tb*  m«iTh»ndifM  that  *•  pntrat  to  tb»  iatcllig«nt  nwa  of  M*v 
k  on  thw  litiportAct  occaMioo. 

WK  KNOW  -Lftt  iii««xtT.vordiaiir7.     W«  bare  favMtltiatod  most  thorough!  j. 
i  w*  would  mak.)  DO  «nea  c!.vm«  for  it.     Th«r»  would  U  no  nwd,to  lnTwttg»U 
'.  tor  the  iplwOdid  public  iwponfM  ol  ynUrdaj  bM  told  ui  what  men  think  of  it, 
tbanBaMjTwsm.     B*»  U  tb«  p*t  of  th*  MW«,  OTW  a^itia  t 

i  White  Cheviot  .Shirt*  at  $1  Men's  Collars  at  SOc  a  Half-dozen 


Men's  White  Cheviot  Pajamas  at  Jl 


ix.  nt  «*»H  i« 
Men's  Culls  at  ?9c  a  Half-dcien 

Hen*]  Cambric  and  Muslin 
Nightshirts  at  SOc  Each 


BEN  SELLING 


LEADING 
CLOTHIER 


JOHN   WANAMAKfcR, 

rcrroeily  A.  T,  .Stewart  &  Co,  Broadway,  fourth  Avc,  9th  tut  I{ 


32 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


JFfeadqiuarters  /or 
Coat* 


We  introduced  these  splendid  gar 
Ust  year  and  they  met  with  immediate 


ur  own  manufacture 
meiate  success.  Tho  year  we  b»v« 
been  unable  to  Iwep  up  with  the  de 
roand.  .  but  lo-day  we  wit  again 
•How  a  splendid  selection,  as  follow* 


Originality  after  all  is  far  from  what  most  people  imagine  it  to  be.  The 
man  who  can  evolve  from  his  own  brain  a  constant  string  of  novel  and  startling 
truths  is  as  rare  to-day  as  in  the  days  of  Solomon.  The  capacity»of  saying  things  in 
a  new  and  effective  way  is  what  is  generally  considered  originality,  and  after  you  sift 
it  all  down  this  proves  to  be  the  faculty  of  using  common  every-day  sense  in  expressing 
one's  self. 

Every  word  in  every  sentence  should  mean  something.  All  unnecessarv  phrases  and 
words  should  be  omitted,  for  everything  in  a  sentence  requires  attention  to  understand 
it,  and  the  more  attention  is  diluted,  so  to  speak,  the  less  will  remain  for  that  part  of  the 
sentence  which  is  supposed  to  put  forth  the  strongest  points.  Short,  meaty  sentences 
should  be  used.  Long  sentences  are  apt  to  be  confusing  to  many  minds. 

In  writing  advertisements  the  vital  part  will  be  found  to  rest  in  the  introduction  or 
argument.  The  headline  may  catch  the  eye,  but  if  the  introduction  following  docs  not 

contain  some  concise  statement,  a  reason  why, 
the  reader  is  apt  to  think  the  advertisement  dull 
and  not  worth  reading  through. 

In  this  advertisement  of  the  Siegel.  Cooper 
Co.  the  introduction  is  short  but  business-like. 
It  tells  not  only  what  is  advertised  but  it  states 
also,  in  an  indirect  manner,  the  fact  that  the  fur- 
trimmed  coats  being  offered  are  in  great  demand, 
sell  well,  and  therefore  must  be  worthy. 

If  a  merchant  is  advertising  men's  working 
shoes,  and  as  a  headline  uses  the  words,  "jMni's 
Worthy  Working  Shoes,"  it  is  bound  to  attract  at- 
tention when  properly  displayed.  Workingnien 
will  he  eager  to  read  further.  Suppose,  then,  the 
merchant  goes  on  to  say,  in  the  old,  stereotyped 
wray,  "Our  stock  of  these  goods  was  never  so 
complete  as  now:  come  and  see  them  and  be  con- 
vinced." How  many  men  will  be  influenced  to 
read  further  after  that?  But  suppose  the  mer- 
chant comes  out  boldly  and  says,  "the  wearing 
kind — those  that  will  hold  together  in  wet  or  dry 
weather  the  kind  you  can  depend  upon  all  the 

time — you  have  no  use  for  any  other  kind."     If 

you  were  a  workingman,  do  you  not  think  that 

an  argument  after  that  fashion  would  lead  you  to  think  that  the  merchant  had  a  good 
shoe,  and  one  that  he  was  sure  was  good  ?  You  would  be  induced  to  try  a  pair  to  see  if 
the  statements  were  really  truthful. 

As  a  general  thing  the  public  will  not  accept  a  business  man's  word  that  a  certain 
thing  is  so  if  there  can  be  any  doubt  about  it.  It  is  always  best,  then,  to  tell  the  reason 
why  a  thing  is  so.  No  possible  room  for  doubt  should  be  left  to  form  in  the  reader's 
mind.  In  writing  advertisements  reasons  should  be  given  for  facts,  and  the  advertise- 
ments will  be  much  more  convincing  because  the  facts  are  given. 

In  the  argument  of  the  Badger  Furniture  Company  it  is  stated  that  the  Whitney 
go-cart  is  several  seasons  ahead  of  other  makes,  but  they  do  not  rest  there.  They  con- 
tinue to  give  reasons  why  it  is  ahead  of  others.  This  is  a  good  argument  although  a 
'trifle  long  This  advertisement  is  reduced  from  eight  inches  in  length  by  two  columns 
in  width  and  the  type  was  sufficiently  large  to  be  readable  in  the  original. 

Advertising  is  not  an  exact  science.  It  never  will  be  an  exact  science.  It  is  an  art, 
like  literature,  or  painting,- or  music.  Exact  science  allows  no  personal  equation,  and  is 
subject  to  hard  and  fast  rules,  while  in  the  arts  the  personal  note  is  everything.  Adver- 
tising will  never  be  subject  to  hard  and  fast  rules,  for  the  best  advertiser  will  be  he  who 
projects  the  most  individuality  into  his  work,  and  at  the  same  time  understands  his  fellow 


S20  -  S25 


STORE    OPEN    EVEVINGS. 


THE  INTRODUCTION  OR  ARGUMENT 


33 


ftadqer's  Sunday ,  tf Ms 

Jake  the  Baby  with  you 
ffext  ^Sunday 

ifour  £aby  in  Our  (focarl 

We  art  the  only  people  here  who. 
tell  the  celebrated  Whilncy  Gocarl 
Thii  little  vehicle  has  more  than 
hall  a  century  o(  experience  hark  c,( 
it,  but  it  is  leveral  seasons  ahead 
of  other  makei.  many  ol  its  best 
feature,  being  pa 


inrii  a  faculty  that  cannot  be  reduced  to  rules  or 
elements,  according  to  the  requirement*  of  an  exact 
•deuce. 

There  are  many  |irinci|)les  in  advertising  that  are 
of  a  general  nature,  and  these  gathered  together  may 
he  called  rules,  hut  those  that  will  always  apply,  abso- 
lutely and  arbitrarily,  would  be  found  to  be  few  indeed. 
To  he  always  truthful  is  a  hard  and  fast  rule,  but  there 
are  times  when  dishonest  advertising  seems  to  be  MIC- 
ccsst'ul.  When  persisted  in,  dishonest  advertising  will 
he  found  to  be  unstable  and  unprofitable.  One  false 
statement  may  lead  to  losses  little  dreamed  of.  It  is 
hard  to  believe  a  man  whom  we  know  has  told  one  lie. 
We  are  afraid  to  believe  him. 

Don't  swerve  from  the  truth.  Don't  waste  space, 
time  and  money  in  trying  to  make  the  public  believe 
that  an  article  worth  only  fifty  cents  is  really  worth  a 
dollar,  and  that  you  are  selling  it  at  half  price.  It  may 
be  good  value  at  fifty  cents,  but  it  is  folly  to  put  a  fic- 
titious value  upon  it  to  emphasise  its  cheapness. 

Many  men,  many  minds.     The  same  advertisement 
will  not  sell  a  thing  to  all  possible  buyers.     What  attracts 
one  man  may  have  no  attraction  for  another— all  the  more  reason  for  thought  in  every 
advertisement,  and  a  different  argument  every  time  an  advertisement  appears. 

Don't  be  funny  in  your  advertisements.     Here  is  an  example  of  how  not  to  do  it  that 
recently  appeared  in  a  large  advertisement: 


fiadger  furniture  Company 


PETTICOATS 

What  about  petticoats — as  pretty  as  silk, 
and  not  a  thread  of  silk  in  them,  is  what  we 
say  about  as  pretty  a  line  of  petticoats  as 
any  bald-headed  man  would  like  to  look  at. 


The  last  nine  words  of  that  argument  kills  the  whole  advertisement.  No  respectable 
woman  but  would  consider  that  a  direct  insult.  Bald-headed  men  might  laugh  ovei  it, 
but  then  they  wrould  not  buy  a  petticoat  for  the  purpose  of  having  it  to  look  at.  The 
women  are  the  buyers  of  these  articles,  and  the  advertisement  should  be  directed  to  them. 
The  argument  should  be  framed  to  appeal  to  them.  Not  one  woman  would  be  influenced 
to  buy  from  that  advertisement,  and  many  would  be  afraid  to  enter  the  store  and  inquire 
for  them,  for  fear  the  salesman  might  be  as  familiar  with  her  as  the  ad-writer  was. 

There  should  be  no  necessity  for  a  statement  like  this : 

"When  you  want  reliable  footwear  buy  them  of  a  firm  that  is 
reliable.  We  do  business  on  business  principles  and  treat  our 
customers  square." 

If  a  merchant  does  not  do  business  on  business  principles  and  treat  his  customers 
squarely  he  will  very  soon  find  that  he  has  no  customers. 

Here's  another  example  of  an  advertisement  that  appears  very  frequently  under 
different  guises: 


34 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


•Good  Bov.  Auerv, 

Cktki*  " 
—  Btau  BrvAmtll 


A  Boy's  ambitions  are  fostered  by 

Good  Clothes 
Ni.tlnns  is  better  worth  while  than 

to  help  a   boy    think  well  of 

himself 
Good  Clothes  will  help  some     Ours 

are  of   that    kind -well   made. 

well  fitting,  full  of  rharartei 
Prices    based    on    quality   not     on 

'  'cheapness. 


"When  you   want  clothing  be   sure  to 
get  our  prices." 

Why  not  describe  a  line  or  two,  and  quote  the  prices?     It  would  be  more  business-like. 
Here's  another: 

"We  sell   Brown's  hats — 
We  need  say  no  more." 

Why  need  there  be  nothing  more  said?  Are  Brown's  hats  so  well  known  that  no 
reader  of  the  advertisement  could  be  given  any  further  information?  Are  Brown's  hats 
all  the  same  style?  Are  there  never  any  new  styles  in  Brown's  hats?  Granted  that  every 
reader  of  the  advertisement  had  heard  of  Brown's  hats,  don't  yon  think  it  would  have 

been  using  valuable  space  to  better  advantage  if  the 
advertiser  had  tried  to  induce  someone  to  buy  an 
extra  hat? 

People  will  read  the  striking,  stirring,  nervy, 
pithy,  attractive  advertisements  first,  and  leave  the 
prosy  ones  out  alto- 
gether. They  will  no 
more  read  a  prosy  ad- 
vertisement than  they 
will  read  a  prosy  book. 
Attractiveness  and 
pointedness  are  abso- 
lutely indispensable  in 
advertising. 

In  the  advertise- 
ment of  Browning, 
King  &  Co.  we  have 
a  fair  sample  of  an  ad- 
vertisement  that  is 
most  likely  to  be  read. 
It  is  true,  there  is  no 
headline  to  center  at- 
traction, but  the  sen- 
tences and  paragraphs 

are  broken  and  look  interesting.  Did  you  ever  pick  up  a  story  book  to  wile  away  a 
minute  or  two?  If  you  did,  you  have  very  likely  paused  at  a  passage  in  the  book  that 
contained  a  number  of  short  paragraphs,  indicating  a  conversation.  You  have  perhaps 
read  these  short  paragraphs,  and  when  they  ended  and  a  long  prosy  one  appeared  you 
turned  the  page  over  to  see  if  there  were  not  more  pithy  parts  to  the  book.  It  is  the 
same  with  readers  of  advertisements.  They  skip  over  the  long  prosy  ones  and  nibble  at 
the  short  and  interesting  looking  ones. 

In  the  Brelsford  Shoe  Co.  advertisement  here  shown  there  is  nothing  to  make  a  person 
want  to  go  there  for  slippers  or  shoes.  There  is  no  price  given  at  which  the  slippers 
mentioned  can  be  purchased.  There  is  no  idea  given  of  what  the  "newest  creations" 
may  be.  Such  statements  have  become  so  hackneyed  that  they  convey  no  meaning 
to  the  reader.  They  are  looked  on  as  being  merely  a  matter  of  form.  There  are  no 
arguments  given  why  "the  maidens  who  skim  the  ballroom  floor  and  trip  the  light  fan- 
tastic toe"  should  "turn  down"  the  stores  where  they  usually  buy  to  try  the  footwear  of 
The  Brelsford  Shoe  Co.  This  advertisement  is  artistic,  it  is  pleasing  to  the  eye,  but  it 
is  not  likely  to  sell  many  slippers. 

The  merchant  should  use  all  his  brain  power  in  evolving  new  ideas  for  his  arguments. 
He  should  always  be  aggressive.  He  shouldn't  wait  until  some  other  merchant  comes 
out  with  a  brand  new  idea  and  then  steal  it,  and  cook  it  over  for  his  own.  It  is  always 


Boys'  Overcoats 
•7  50  to  »25 

Short  Pant  Suits 
»2.SO  to  '10 

Lone  Pant  Suits 
'5.0d  to  M8. 


Ch'dren's  Reefers 
and  Overc'ts 
•3  00  to  '10. 

Ch'dren's  Russian 
Sailor  Suits 
'500  to  "10. 


frowning  King •§  (o 


Hi    Ht.  ^19 
-At  itr  fif*  V  '*» 


Ye  maidens  who 
skim  the  ball  room 
floor  and  trip  the 
light  fantastic  toe 


m  Brelsford  Shoe  Co 

419  Austin  Avenue. 


THE  INTRODUCTION  OR  ARGUMENT 


35 


of  then  «iji«  hr  Jjd- 


Althoiiff  «3  30  Shot,  irt  I.  plentiful 


Our  Jfind 

jfn  Wort*  Wfort  faa 


well  to  adopt  ideas  and  adapt  them  to  his  own  use,  but  he  is  likely  to  run  short  on  some 
of  them.     With  ideas  of  his  own,  the  retailer  is  ready  for  any  emergency. 

Uemember,  that  one  advertisement  won't  make  prosperity.  Nor  will  persistent  use 
of  space  in  the  paper  make  business.  It  isn't  the  use  of  space  that  counts  in  the  effort  at 
business  building.  It  isn't  the  large  claims  with  hopes  that  results  may  follow.  It  isn't 
bombast  or  assurance  or  talk  that  does  the  business.  All  of  these  have  their  places  in 
advertising,  but  the  one  thing  that  is  essential  is  honest  business  purpose. 

In  the  Strange  &  Skinner  advertisement  we  have  a  style  of  argument  that  is  only  too 
common  among  a  certain  class  of  advertisers.  When  they  cannot  talk  intelligently  about 
their  own  goods  they  belittle  those  of  their  competitors.  This  does  not  pay  at  any  time. 
A  competitor  should  never  be  mentioned  in  a  merchant's  advertising.  It  is  not  dignified. 
It  is  not  sensible.  It  is  childlike.  It  is  idiotic. 

Thinking  people  will  say:  "That  firm  is  being  hard  hit  by  some  competitor,"  or, 
"Some  firm  is  cutting  into  their  business  pretty  deeply  or  they  wouldn't  advertise  like 
that."  Readers  of  newspapers  are  pretty  keen  to  note  these  things.  They  are  quick  to 
find  a  motive  for  every  move  a  merchant 
makes.  It  is  not  advisable  then  for  a  mer- 
chant to  leave  loop-holes  of  this  character 
in  his  advertisements. 

If  Strange  \-  Skinner  had  taken  one 
particular  shoe  and  written  an  advertise- 
ment around  it,  made  it  appear  of  extra- 
ordinary value,  in  both  quality  and  style, 
they  would  have  got  more  returns  from 
their  advertising  expenditure. 

The  introductions  in  the  Browning, 
King  &  Co.  advertisements  on  page  36  are 
all  good.  They  are  all  reasonable  and 
readable.  They  are  argumentative  and 
business-like. 

These  advertisements  are  good  and  no 
doubt  were  business  bringers  for  Brown- 
ing, King  &  Co.  Note  the  trademark  and 
the  quotation  from  "Beau  Brummel."  These  are  a  feature  of  all  of  this  firm's  adver- 
tisements. The  outline  cuts  are  used  merely  as  eye-catchers  and  are  representations 
of  that  famous  "beau"  whom  they  quote  so  freely. 

An  effort  to  give  the  people  what  they  want  and  an  effort  to  tell  why  they  want  it,  why 
it  will  wear  or  satisfy,  why  it  is  superior  to  that  made  or  furnished  in  the  past,  why  it  is 
cheaper  at  the  present  prices  than  some  articles  that  are  sold  for  less  should  be  the  adver- 
tiser's sole  aim.  All  these  are  points  that  will  give  the  advertisement  that  tone  which  will 
gain  the  confidence  of  the  people,  the  quality  which  will  make  it  appeal  to  the  sense  of 
economy  or  high  value,  the  worth  that  will  make  it  profitable  to  the  man  who  has  paid 
for  and  promoted  the  advertisement. 

The  advertiser  who  knows  when  to  talk,  what  to  say,  and  how  to  shape  his 
ideas  is  not  the  one  who  is  uncertain  about  the  value  his  advertisement  is  going  to  be  to 
him. 

Every  store  has  some  goods  that  no  other  store  has.  Perhaps  the  goods  are  of  higher 
quality,  or  of  a  more  reliable  make,  or  bought  at  a  lower  price,  and  are  consequently  being 
sold  at  a  lower  price.  Whatever  the  superior  points,  whether  of  store  or  of  goods,  these 
should  be  exploited.  The  facts  should  be  honestly  stated,  and  reasons  for  the  facts  given 
as  concisely  as  possible.  Let  the  public  know  about  these  things.  •  You  may  know  it, 
but  if  you  don't  tell  it  no  one  else  will. 

The  argument  should  be  set  in  Roman  type — that  is,  the  ordinary  style  of  newspaper 
type.  It  should  be  larger,  of  course,  for  the  eight-point  type,  which  is  usually  used 
in  a  newspaper's  reading  columns  is  not  large  enough  to  be  attractive.  A  large  open 


Wt  Slcnd  ty  Glli*  jtucrt,ai, 
Jtyaiml  Jill  Comen 

The  new  Spnnr  Style,  in  Kid.  C.U 


'range 


Browning,  King  &  Co 


Browning,  King  &  Co 


Browning,  King  &  Co 


The  Summer  Solstice 

<ided  with  During  Wearibles. 
^       Serge    *Juits — 115  to  Jji   -co« 
Comton  and  Appearance. 

Oucing  Suit! — I»o  ptecet,  $1  5  to  }3C 

~Ram  Coau-Jij  to  »jo— for  Com- 
fort  »nd  Protection,  run  or  ah  ne. 
Negligee  Shiru,  .hort  length  under- 


A  HOLIDAY  OUTFIT. 


We  ihtH  pr 
who  want  to  drew'  for  the  Sea  Shore  or  the 
Country  over  the  Fourth. 
'  And  for  thote  who  stay  in  town  too. 
;  Otibng     Suitt — two-piece*— of     Itrde, 
•eight  and  I 


Serge.,  in  trustworthy  fabries.aiid  rightly 

Straw  Hats,  Buhiag  Suit.,  Ounng  Shira 
•ad  every  other  thing  ih«  ought  to  be  in 


Browning,  King  &  Co 


Summer  Comfort 

Sen,,  ha 


The  Suit  and  Soil  Case. 

An  Outing  Suit— »ij  to  »-.s  — 
the  Fourth  thil  year. 


Serges  for  Summer 


dunbllity  and  good 

Thi.   te.ioh    Cr.y   vi:, 
Bliiei.rxl  Biickf  in  favor. 

You  want  to  to  be  aure  of  pa 
we  guarantee  our  Sergea  abtolutcly. 

Straw  Han.  aa  good  ai  there  art,  X  a. dollar 
or  two  (CM  than  the  hatter*  charge. 

Negligee  Shim  ready  to  wear  or  to  ajeaaure. 


Serge  Suit. — three-qu.ajer    lined 
-»)5»l3! 


,  aod  with,  wide  lapels— 

or  double  breasts-blue.  bUck 
gray,  »n  to  t'i- 
Straw  Hats— oplit  atriwa  and, 
•  are  the  braida— li.jo. 
Negligee  Shirta— a  large  aaaortraenl 
of  paHcra,  and  fibria.  cufls  attached 
oetached-Ji.  *i,5<>  and  fe. 
Summer  UofJerwear  (roo  foe,  • 
[aroent  up. 

M>avr>>  */**• 


;OC  to  •$  Negligee  Sbirn 
1 1  to  13.50— and  every  other  item 
in  Haberdaahny.  -' 

The  beat  S«.t  Ca» 
>j  to  carry  the  o«tat  in. 


Browning,  King  &  Co 


A  Second  Crop. 


Browning,  King  &  Co 


vanec*.  when  moat  eletbiers  arc 
Ram  Coals  aod  Top  Coata. 

A  condition  that  never  occur,  here.  ,  -  - . 

We  have  jc.t   received*  from  our  own  ^ 
factory*  rwcood.  crop  of  Paddock.,  Swag 
grra  and  Covert,  in  full  aiiorlmenL 


.  No  Fabric  far  Me.'  _____ 
•etoaabf  aod  comfortable  a.  Serge. 

Oor  owarto-Uoed  Coat,  are  practically  aa 
cool  a.  rho  akeletoo-lioed  and  ai  abapafy 
a.  the  fulUioed. 


Every  Other  Day 

There'1!  b»  a  holiday  every  other 
day  the  in  half  ol  ant  week,  and 
perh.p.  >«.  are  «ong  tto  tacky 


Do  Negligee  SfcirU  istenat  yo«?    J 
to  St. 


Every  thread  i.  warranted  true  hlaie  wool 
—or  black  or  gray,  u  the  caae  may  be. 


Browning,  King  &  Co 


Browning,  King  &  Co 


The  Time  and  Place: 
Now  and  Here. 


True  Blue 
Serges 


Browning,  Kinf  &  Co 


The  Maxn  call  i  for  Sergei.  Blue. 
Black  and  Gray.  Single  Breasted  or 
Double.  fnto|>$. 

Two  piece  Outing  Suiti  of  serges, 
worsted,  and  cheviots.  Coats  half  or 
quarter  lined,  til.  »i}  and  tit. 

Straw  Han.  11.50.  (>  and  »J. 

Negligee  Shirta  for  as  much  is  you 
pay,  but  especially  strong  OB  the 
It  and  »i.50. 


Honc'.t  worsteds  are  the  boats  of 
our   New    Style    Serge    Sui 
whether  blue,  black  or  the  new 
wide  waae  gray. 

They  are  nude  to  endure,  awd 
whether  fully  or  party  lined,  an 
designed  to  hold  shape  and  give 
comfort  and  atyle  to  the  wearer. 


Summer  Serges 


Serge,  we've  wh.t  you  want, 

.ingle  or  doubTc-brcuted.  and  a*  littlt 
lined  u  will  bo!4  »hape. — aad  perfectly 
well-made.  »ic  to  »jj. 

Negligee  Shim  1 1  to  »J  5=.  awl 
Hat.  <1 


Our  Furnishings  Department  a. 
fuJi  of  auggesuODS  for  the  nun- 
wardrobe. 


Illi:    DESCRIPTION   OF  THE  ARTICLE  ADVERTISED  37 

fare  on  a  ten-point  hotly  can  easily  be  read,  but  when  space  permits  a  twelve-point  face 
is  much  more  preferable. 

Sometimes  the  first  two  or  three  lines  are  set  in  twelve-point  and  the  following  in 
eight-  or  nine-point,  as  in  the  following  argument: 


Comfort  and  durability  in  shoes  are 
first  consideration  with  people  careful 
about  their  health;  and  they  are  our 

first  thought  in  designing  our  shoes,  no  matter  how 
low  the  price  or  how  dainty  the  design.  And  the 
stocks  of  shoes  that  we  have  here  at  the  present 
time  prove  that  these  qualities  need  not  be  costly; 
nor  need  they  he  absent  from  the  smartest  and 
mo>t  stylish  shoes  that  are  made. 


CHAPTER   VIII 

THE  DESCRIPTION  OF  THE  ARTICLE  ADVERTISED 

SOME  merchants  seem  to  think  that  the  important  object  to  be  gained  in  advertising 
is  to  let  the  public  know  that  they  keep  certain  commodities  for  sale,  such  as  shoes, 
hats,  clothing,  etc.  They  do  not  think  it  is  necessary  to  tell  the  kind  of  shoes  they 
have.  They  just  say,  "Shoes,"  and  expect  the  anxious  public  to  rush  in  and  buy.  Some 
will  add  a  claim  to  have  "the  largest  stock  at  lowest  prices."  That  in  itself  isn't  much 
of  an  inducement  to  the  public.  Each  purchaser  may  be  presumed  to  want  only  one 
pair  at  a  time,  but  they  want  a  certain  kind.  They  have  made  up  their  minds  before- 
hand as  to  just  what  they  want.  When  a  merchant's  advertisement  shows  the  reader 
of  it  that  he  will  likely  find  the  kind  he  wants  at  that  store,  he  will  go  there  to  see.  If 
he  finds  what  he  wants  he  buys  it — if  the  salesman  is  a  good  one  he  buys  anyway. 

There  are  usually  several  merchants  in  a  town  handling  the  same  kind  of  goods. 
If  one  merchant  has  an  especially  good  article  he  will  gain  the  confidence  of  the  public 
by  telling  something  about  it.  If  he  has  exactly  the  same  line  as  his  competitors  he  can 
make  the  public  think  that  his  line  is  better  by  fully  describing  it* 

"We  have  Groceries  for  Sale"  is  a  better  advertisement  than  none  at  all,  but  it  is 
practically  valueless.  If  to  this  information  the  merchant  says,  "Our  Groceries  are 
Good  Groceries,"  he  is  adding  value  to  the  advertisement.  If  he  adds,  "Our  Groceries 
are  Low  in  Price"  he  adds  more  value  and  information.  But  take  the  whole  and  what 
have  you?  Simply  a  statement  that  every  dealer  in  groceries  in  the  United  States  will 
make  about  his  wares. 

Suppose  the  shoe  merchant  makes  an  offer  of 

Ladies'  Tan  and  Chocolate  Gibson  Ties,  Six  Large  Eyelets,' 
tied  with  Broad  Ribbon  Ties,  made  by  the  Famous  Goodyear 
Welt  Process,  Perfect  Fitting,  with  Spanish  Arch,  and  Cuban 
Heel,  $3.00. 

Now,  every  woman  who  reads  that  advertisement  may  not  want  Gibson  ties,  but 
they  do  want  descriptions  of  goods.  They  like  to  read  about  them.  If  it  wasn't  for  that 


38 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


A    Trouser    Sale. 

#2.75. 


We  won't  go  Into  details  as  to  the  values, 
'etc  Every  pair  Is  wonh  considerable  more 
than  the  price,  and  this  means  a  big  saving  to 
you. 


These  trousers  are  on  separate  tables,  and 
sizes  are  conveniently  assorted,  and  mjny  of 
them  are  mad*  odd  by  the  coats  and  vests 
being  told  from  the  suit  and  the  $1.7$  price 
will  make  them  ready  sellers. 


trait  in  women  half  the  fashion  journals  would  have  to  go  out  of  business.  Then 
the  woman  who  is  needing  shoes  of  any  kind  who  reads  a  description  like  that  will  say 
to  herself,  "That's  a  pretty  style,  and  if  they  have  those  they  are  likely  to  have  —  — , 

just  what  I  have  been  wanting  for  ever  so  long.     I'll  go  there  and  see  anyway."     That 

is  the  style  of  reasoning  that  is  done, 
and  the  man  who  describes  his  natty 
styles  will  get  the  reputation  of 
keeping  nothing  but  natty  goods — a 
reputation  worth  thousands  of  dol- 
lars to  any  merchant. 

Some  advertising  experts  say. 
"Tell  your  story  quickly,  and  allow 
plenty  of  white  space  to  make  the 
advertisement  stand  out."  That  is 
very  good  advice,  but  the  trouble  is 
some  merchants  carry  it  to  extremes. 
Lengthen  the  sentences,  and  sacri- 
fice white  space  if  necessary,  for  at 
any  cost  the  advertiser  should  make 
himself  plain.  The  advertisement 
may,  as  the  result  of  a  little  crowd- 
ing, be  a  trifle  less  conspicuous,  but 
it  is  far  better  to  convince  a  few  than 
to  mystify  a  thousand. 

In  the  advertisement  of  the  Capitol  Clothing  Store  we  find  an  excellent  display.  The 
use  of  white  space  brings  out  the  advertisement  very  nicely,  but  it  is  an  advertisement 
without  description. 

"Trousers,  Extra  Value,  $2.75,"  is  really  all  we  are  told  about  them.  If  in  place  of 
some  of  the  white  space  so  lavishly  used  there  had  been  a  few  words  of  description,  or 
details,  the  sale  of  trousers  would  surely  have  been  greater. 

Advertisers  should  never  lose  sight  of  the  fact  that  they  are  trying  in  their  advertise- 
ments to  show  people  why  they  should  spend  their  money  for  certain  goods  the  adver- 
tiser has  for  sale,  rather  than  go  elsewhere  for  them.  This  is  a  far  harder  thing  to  do 
than  many  seem  to  think.  Let  us  ask  ourselves  whether  we  buy  articles  unless  we  are 
pretty  sure  of  what  we  are  getting:'  No,  we  do  not.  Then,  will  others?  No.  The 
advertiser  then  must  be  explicit. 

If  the  merchant  who  is  about  to  advertise  will  place  himself  in  the  position  of  the 
people  he  wants  to  attract,  the  result  will  be  that  he  will  prepare  his  advertisements  much 
more  carefully  and  convincingly. 

Bald  statements  do  not  belong  to  present-day  advertising.  It  might  have  done  a 
dozen  years  ago,  but  the  present-day  advertiser  has  to  get  a  mental  move  on  him  if  he 
wants  to  interest  the  masses.  That's  it — to  inter- 
est the  masses.  If  John  Smith  has  anything  they 
want  and  will  sell  it  for  little  money  they  are  in- 
terested at  once.  But  other  merchants,  as  well  as 
John  Smith,  are  trying  to  coax  them  to  buy,  so 
John  Smith  must  do  something  more  than  they. 
He  must  convince  them  that  he  is  not  only  selling 
at  the  low  price,  but  that  the  article  is  better 
value. 

Don't    say   your  goods  are   "the   best  in  the 

world,"  for  that  is  a  bald  statement,  and  of  no  value;  tell  the  people  why  they  are  the 
best. 

In  the  Dominion  Umbrella  Store  advertisement  we  have  a  very  good  example  of  an 
advertisement  containing  nothing  but  bald  statements.  If  the  word  "shoes"  should  be 


UMBRELLAS 

To  suit  all  usles  *nA 
.ill  purses.  Thousands 
to  select  from  at  all 

THE  DOMINION 
(         UMBRELLA  STORE, 

2305  ST.  CATHERINE  ST.         "  U9  ST.  PETER  ST. 


THE  DESCRIPTION  OF  THE  ARTICLE  ADVERTISED 


39 


29-31-33  South  5th  Street. 


substituted  for  the  word  "umbrellas,"  it  would  make  just  as  good  advertising  for  a  shoe 
>tore  as  it  did  for  the  umbrella  store. 

The  \Yinslow  &  Hull'  advertisement  is  another  style  of  advertisement  that  is  often 
used  by  retail  merchants.  The  advice  given  is  good.  The  illustration  is  good.  But 
one  has  to  look  pretty  closely  to  find  out  what  kind 
of  a  store  is  making  the  oll'er.  '1  hat  is  found  in 
the  name-plate  if  anyone  should  eare  to  know. 

The  R.  II.  Edmunds  Co.'s  advertisement  is  a 
sample  of  the  advertising  that  is  being  done  by  a 
great  number  of  country  merchants.  They  fry  to 
tell  their  whole  story  in  one  little  advertisement. 
They  think  it  necessary  to  mention  the  fact  that 
they  have  a  stock  of  hosiery,  handkerchiefs,  neck- 
wear, negligee  shirts,  underwear  and  hats  as  well 
as  clothing.  The  advertisement  thus  becomes  a 
mere  catalogue  or  list  of  the  articles  sold  in  the 
store.  There  is  not  room  enough  left  for  descrip- 
tions and  they  are  omitted. 

These  merchants  forget  that  if  one  style  of  hat 
is  advertised  that  it  is  a  clear  indication  to  the 
reader  that  other  styles  are  also  to  be  found 
there.  If  neckwear  is  advertised  one  naturally 
supposes  that  shirts,  collars,  underwear  and  such 
like  articles  may  also  be  found  in  the  same  estab- 
lishment. 

The  whole  advertisement  is  merely  a  business  card  with  a  few  commonplace  generali- 
ties thrown  in  by  way  of  adornment. 

If  you  study  the  advertisements  of  the  largest  retail  houses  in  the  world  the  first  thing 
that  such  a  study  will  show  is  that  they  go  into  details  regarding  quality,  make  and  price. 
A  person  must  be  interested  before  he  will  buy,  and  he  cannot  become  interested  until  he 
gets  a  clear  idea  of  what  it  is  the  merchant  has  for  sale. 

Here  are  a  few  thoughts  expressed  only  recently  by 
one  of  the  highest  salaried  advertising  managers  of 
one  of  New  York's  largest  department  stores: 

"Description  of  goods  will  bring  more  people  to  a 
store  than  prices. 

"People  of  a  better  class  come  to  see  the  offer- 
ings. 

"Unless  the  advertiser  knows  his  goods  and  values 
he  is  in  danger  of  over-rating  the  value  in  his  adver- 
tising. 

"Advertising  description  should  tell  humanly  in- 
teresting things  about  the  goods. 

"The  greatest  amount  of  fact  must  be  compressed 
into  small  space. 

"Description  must  be  interesting  as  well  as  reli- 
able. 

"Description  must  stimulate  interest. 
"Merchandise    must    be    described    in    a   bright, 
snappy  way. 

"An  examination  of  store  advertising  day  by  day  will  show  a  great  deal  of  description 
that  does  not  describe  the  goods. 

"Adjectives  cannot  be  substituted  for  information. 

"Advertisements  should  educate  the  public  in  grades  of  goods  and  real  values." 


FOR  MEN,  YOUTHS  and  BOYS. 

IT  PAYS  TO  BIIY  OUR  KIND. 

Tbc  man  we  ai-c  looking  for  is  the  one  who  finds  it 
hard  to  find  just  what  he  wants.    To  such  we  sav 

HAKE  YOURSELF  AT  HOME 
in  our  "Right  Dress"  shop,  and  we  feel  sure  you 
will  find  just  what  you  arc  lookuiR  for.    We  feel  tins 
is  true  with  every  man's,  youth's  or  hoy's  want. 

IN  ADDITION  TO  OUR  CLOTHING 
we  want  you  to  inspect  our  superb  lints  of 

Hosiery,  Negligee  Shirts, 

Handkerchiefs,  Underwear, 

Neckwear,  Hats. 

TiTe  R.  H.  EDMUNDS  CO. 


40 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


These  are  the  convictions  of  an  expert,  one  who  has  not  only  had  experience  in  one 
store  in  one  city,  but  in  many  stores  in  many  cities.  He  says  that  "descriptions  will 
bring  more  people  to  a  store  than  prices,"  but  by  combining  description  and  price  the 
maximum  of  pulling  power  has  been  reached. 

Not  long  ago  an  advertiser  set  forth  in  an  advertisement  nine  separate  bargains. 
One  of  them  was  "Velvet  Slippers  at  19  Cents  Per  Pair."  The  advertisement  read 
simply  : 


VELVET  SLIPPERS 
19c. 


Genuine 
Panamas 


One  pair  was  sold.     Is  it  any  wonder?     There  was  no  description  at  all,  except  so 
far  as  "velvet"  would  describe.     The  public  were  allowed  to  guess  whether  they  were 

men's,  women's  or  children's;  whether  thev  had 
leather  soles  or  string  soles;  whether  they  were  all 
one  size  or  whether  there  were  all  sizes.  The  price 
was  ridiculously  low,  but  it  did  not  draw  trade  for 
the  slippers.  If  an  adequate  description  had  ac- 
companied the  price  there  would  have  been  few  of 
those  slippers  left  by  the  evening  of  the  day  upon 
which  the  advertisement  appeared. 

Contrast  the  advertisement  of  S.  N.  Wood  & 
Co.  with  that  of  Colman's.  In  the  one  we  find  a 
full  description  of  the  styles,  following  a  very  inter- 
esting introduction.  The  man  who  needs  a  Pana- 
ma would  be  interested  in  that  advertisement. 
His  curiosity  would  be  aroused  by  the  interesting 
information  about,  these  particular  Panamas,  and 
this  curiosity  would  most  likely  lead  him  to  investi- 
gate the  offering.  In  Colman's  advertisement  the 
bald  statement  is  made  that  "we  are  selling  a  raft 
of  $5  Panamas."  This  might  lead  a  man,  who  had 
already  determined  to  buy  one,  to  go  to  Colman's 
for  it,  but  it  would  never  force  investigation  from 
one  who  had  not  already  determined  to  buy. 

A  merchant  cannot  write  a  trade-pulling  advertisement  unless  he  knows  the  goods  he 
advertises.  The  salesman  who  makes  it  a  point  to  know  about  the  dyes  in  coloring  the 
cloth,  or  about  the  weaves  of  the  goods,  or  about  the  reputation  of  the  makers  of  the 
article,  will  sell  more  goods  by  telling  his  customers 
what  he  knows  about  the  material  and  explaining  to 
them  why  the  line  he  offers  is  better  than  that  offered 
by  others.  It  is  the  same  in  advertising.  Tell  the 
public  all  about  the  wares  for  sale,  and  the  sales  will 
go  up. 

Advertising  is  coming  more  and  more  to  be  re- 
garded as  salesmanship.  The  advertiser  must  study 
to  tell  the  reader  just  the  proper  points  to  make  him 
interested.  Then  when  he  calls  at  the  store  and  ex- 
amines the  article,  and  finds  it  as  represented  the  sale 
is  concluded. 

Smith  &  Climie  have  produced  here  an  excellent 


COLMAN5 

f-t        4 

naa 


848 


Till:    1)KS(  H1PT10N   OF  THE  ARTICLE  ADVERTISED 


41 


SMITH  & 

"Tin  start  that  ttickt  to  fbrti" 

A  Business  Stroke 

For  Shrewd  Fellows- 

A    STROKE   WHEKEBY  YOU    SHOVn. 

I*  dolUr.  down  into  your  pocket  on  the  purchu* 
of  «  »uil  of  good  rlotlx*.  Tne  next  week  will  be  de- 
voted to  >perul  •rllinx  of  good  .  lothe.  i»t  tl.i.  itore, 
und  It  •  »n  opportunity  no  really  iihrewd  nun  wrtl 
Ignore.  The  price,  and  v.lue*  wliich  gonititute  the 
magnet  i.m  «r*  .u,  h  an  will  convert  the  mo.t  eitreme 
p~.imi.t  into  i.  believer  of  -8.  *  C.~  f,,.  I.  Theee 
clothe,  nre  new  nnd  »ty!i.h.  The  value*  rou'U  not 
qunlion.  Be  mi  early  vUitor.  You'll  get  Ju.t  what 


*  EN  '.S    SINGLE 

irf  ot.rfl.to  .(I«el  K.bnc.  I.  Wl 
o-M  «w  w.lh  AM  wo~ud  Bm.r.  i.-.l  .,ih 
rxtd  aM)!tr  l*tlM  MtaM  BtKMl.fer«  .r.  UMOTKUb 
ly  pwU«J  .nd  bq.u  brad  .nrt  ro*.M  CotUr.  u, 
*»f)r  clo..  fllunt  «nd  Up.ll  .itHf.1  in  ••  On 

-rtd,h    Th-.lii>-.u^,t«,«-i.     7, 
§9.50  UGHT    GREY   SLM- 

*-T^«"i .T.!?.7??.'!7.."?"  /  • 

§12.00  SUITS  MADE  FROM 


$11.50    SUITS    OF    DARK 

«r*»  bomwnio  Vllli  MMttoir^     Th*M 


tr»v  UotnwNM  •ilk  n*»i  (Kip*.     ThrM 
J  Uikwvl  tliroaflionl.  b*MimN  lb*>  fan 

"  T>>ubMt  or<Ur.     Ttor  «w  ral 

,40 


^.      Q  * 

X- 


$13  °°  20lh  Century  Brand  of  Men's  Tailored 

*       "  tUiU  mod*  Iron)  fancy  .trip-  woralej  »..J  lirad  with  matched 
(notwir      Thm  ntwMoM  >r«  M  ihoroochlj'  aoaaUuelMt  ih*l    tiwv    will 

^;u^ruLts''rip:s':'.r^'uJ1"K±K  in50 

•aiM  »bo*)U  not  U*t  km*  •!....  ......   ...............       AV» 


;i(l\t-rti>fint'iit,  our  tliat  is  Ixmiul  to  si-11  goods.  The 
honest  intention  of  this  tinn  is  evident  from  the  whole 
tone  of  the  ;id\ertisciiieiit.  The  deseriptions  are 
i^iven  in  a  popular  way.  all  teehnieal  terms  have 
been  discarded,  and  there  is  an  t  asy  smoothness  in 
the  reading  thai  imitcs  the  reader  to  read  on.  Ad- 
vertisers will  do  well  to  study  this  advertisement 
carefully  and  use  it  as  a  model  from  which  to  pre- 
pare their  own. 

The  advertising  columns  of  the  newspapers  are 
being  conned  eagerly,  day  by  day,  by  readers,  and 
they  really  vie  with  the  news  columns  in  interest  to 
the  public.  1'eople  are  getting  into  the  habit  of 
looking  for  store  news  as  for  anything  else,  and  even 
men  \\lio  sneer  at  their  wives  for  their  habit  of 
bargain  hunting,  find  themselves  unconsciously  run- 
ning over  the  advertisements  to  see  what  induce- 
ments are  being  offered  in  shoes,  negligee  shirts, 
clothing,  etc. 

Talk  is  cheap,  so  give  the  public  facts.  Encour- 
age them  to  look  for  your  announcements  by  refusing 
to  cheat  them  with  blandishments,  funnyisms,  gener- 
alities, bald  statements,  or  other  substitutes  for  actual 
information  about  your  goods  or  prices. 

Aim  at  educating  your  constituents  fn  regard  to 
your  store  and  its  goods.  A  flaring  announcement 
will  not  accomplish  this;  neither  will  general  ad- 
vertising of  the  most  modern  type.  You  must  inter- 
est people  by  making  definite  statements  about  the 
goods  and  prices.  If  you  try  to  tell  them  everything 
in  one  advertisement  they  will  remember  nothing. 

Pick  out  specialties  that  are  representative  of  their  special  class  and  push  them  from 
time  to  time.  Remember,  also,  that  it  is  not  mere  cheapness  that  catches  people.  You 
have  to  convince  them  that  you  have  what  they  want,  better,  as  well  as  cheaper,  than  your 
neighbor. 

The  public  have  grown  very  discriminating,  and  it  is  surprising  how  familiar  people 
are  becoming  with  the  stocks  of  the  local  merchants  and  how  readily  they  recognize 
their  relative  merits. 

Women  will  read  descriptions  of  articles  by  the  page,  but  men  are  not  so  ready  to  store 
away  such  knowledge  for  future  use.  In  writing  descriptions,  then,  of  artiples  of  men's 
attire,  or  for  men's  use,  they  should  be  shortened  as  far  as  possible  without  impairing 
the  picture  that  is  intended  to  be  conveyed  to  the  reader's  mind. 

A  good  rule  to  follow  when  in  doubt  is:  Describe  the  article  fully,  in  popular  language ; 
technical  terms  are  not  known  to  all  readers. 

The  J.  R.  Libby  Go's  advertising  man  knows  how  to  set  forth  the  firm's  offerings  in 
a  most  tempting  manner.  This  advertisement  is  worth  studying.  The  manner  in  which 
the  wording  at  the  bottom  and  sides  of  the  advertisement  appears  is  open  to  criticism. 
They  are  rather  disconnected  when  taken  separately,  and  one  has  to  study  them  out  a 
little  before  one  becomes  convinced  it  is  the  intention  of  the  firm  to  have  them  read  con- 
nectively. 

These  side-heads,  or  whatever  you  wish  to  call  them,. are  used  in  most  of  this  firm's 
advertisements.  They  are  used  presumedly  for  the  purpose  of  telling  in  black-faced 
type  the  gist  of  the  whole  advertisement.  The  effect  is  sometimes  startling.  Read  in 
the  right  hand  column  about  the  millinery  department  and  connect  it  with  "Tuesday 
at  12|«."  Rather  incongruous,  isn't  it? 


IN   THE   LINES  ABOVE  MENTIONED 

•  we  haven't  the  full  range.  of  sizes  and  cannot 
guarantee  these  value*  for  any  specified  time. 
The  only  sure  way  to  reap  this  benefit  is  to  let  us 
clothe  you  to-day. 

I  S  .AC.  I 


42 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Whit*  Detail*  of  the  Sale,  12>/,c. 

S^lfl  Trt  1 

Tuesday.       5^  J"""M*!*'*  """  D° 


J.  R.  LIBBY  CO. 

Matchless  Sale  Tuesday. 


Me 


4000 


TIRMI  Of  THI  IALI. 

CAIM   (not  Ihit  .nyfeodr-*  ir.Jit 


'i'./i.,'.,'.',;/,',""''  •"'" '" * io 

I    ono  lot   All   LIMM"  tCrt.nt'/*!! 


Women'a  Suit  Department. 

TUtSDAV   (ALL 
M*.    fM*    Do. 


The  most  important  sale  we  have  held  this 
winter.  More  value  for  the  money  than  in  any 
previous  sale. 

Six  Thousand  Yards  Mercerized  Voile,  White 
Satin  Brocade,  Striped  Lawns,  Nouveautes  de 
Champagne,  Highly  Mercerized  Oxfords,  Canvas 
Weaves,  Coin  Spots,  Open  Work  Lace  and  Satin 
Stripes.  Lawns  and  Muslins.  Most  of  the  lot  are 
white,  maybe  one-third  have  colored  spots,  stripes 
or  figures. 

SO,  39,  2Sc  Dress  and  Waist  .Goods.  Price 
Tuesday, 

The  Bargainist  Bargain  of  the  year. 
See  them  in  windows  Nos.  4  and  S. 


r  •!      KM 

^TuS 


l«t     Miln   lin»d      A«*» 
r»     W«M  n<N.  it-M 


Velvet  Sale  Monday. 


Whiu 
1Mb 

uy  c. 


Bert 

Bargain. 


vA 


°t» 


In  Portland, 

M  and  25c  Ooodf 

forl2'/lC. 


nk.  :u  Hod.  Tiuxiir  .1  Jto 

Millinery   Department  ~> 

Trimnud  ui4  l'ninmiw.1  H»n  B*. 
*  Coot. 

Bad  Tag  Clearance  Sale  at 

Furniture   ContinoM 

One  Week  More. 

CIO   (ARCAINt   LIFT. 
Iron  Brt.   IMfO.  ..r.  Ill  .M  It*. 
0*k  bfnur.    (MM.  ..r.  |»7I 

Bf«M  Bode  IMA,  .„.  IUM 


Read  over  any  of  the  descriptions  and  see  if  you  do  not  have  a  picture  of  the  goods 
before  you.  That  is  what  description  should  be — word  pictures  of  the  goods  offered  for 
sale. 


CHAPTER  IX 


PRICES 

THE  most  interesting  part  of  any  retailer's  advertisement  is  the  price  of  the  article 
advertised.  Unless  the  price  is  mentioned  its  value  cannot  be  compared  with 
other  articles.  The  article  may  be  so  glowingly  described  and  so  forcibly  praised 
that  one  reader  out  of  ten  may  be  able  to  judge  its  real  value.  The  other  nine  may  place 
its  cost  much  higher  than  it  is  and  decide  that  it  is  not  within  their  means.  Purchasers 
should  be  told  the  price — it  is  necessary  if  values  are  to  be  compared. 

Advertising  means  telling  things,  giving  information,  all  the  information.  There  are 
some  merchants  who  are  evidently  of  a  different  opinion,  and  who  believe  in  telling  some 
things  and  leaving  others  untold  until  they  get  the  customer  into  the  store.  Perhaps  the 
idea  of  only  telling  half  would  be  all  right  if  the  advertisement  would  bring  people  to  the 
store,  as  easily  as  the  telling  of  the  whole.  But  it  will  not.  It  will  interest  some,  while 
others  who  are  looking  for  just  the  information  omitted  will  go  to  the  store  that  adver- 
tises the  full  information  about  its  goods. 

It  is  telling  things  that  really  brings  the  public  in  search  of  the  articles  they  have  been 
told  about.  That  being  true,  as  much  information  as  possible  should  be  forthcoming  in 
a  merchant's  advertisement. 


43 


Nickel  Plate 


30T  NICOUET  AVE. 


Telling  things  pays. 

The  more  out-  tells  the  more  one  sells. 

Other  merchants  there  are  who  like  to  describe  their  wares  fully,  but  would  rather 

have  the  price  left  out.     They  say,  "The  price  is  pretty  high,  and  folks  might  think  it 

was  too  dear,  and  not  come  to  the  store  to  see  the  article  at  all.     If  they  come  to  the  store 

\vc  can  show  the  good  points  of  the  articles,  and  their  good  qualities,  and  then  the  price 

won't  seem  so  high.     Then  again,  if  we  can't  sell  them  that  article,  we  can,  perhaps,  sell 

them   another  and  cheaper  one."     That  manner  of 

argument  sounds  right,  but  it  is  really  wrong. 

To   become   interested   in   the  description  of  an 

article,  only  to  find  in  the  end  that  the  price,  one  of 

the  most  important  pieces  of  information,  has  been 

omitted,  is,  to  say  the   least,  disappointing — and   it 

is    suspicious,    too.     "The   price   of    that   must   be 

away  up"  will  be  the  first  thought  of  the  reader,  who 

is  not  likely  to  seek  further  information,  while  under 

that  impression. 

But    suppose   they  are   sufficiently  interested   to 

seek   the  article,  only  to  find  that  the  price  is  be- 
yond one's  means.     The  result  is  likely  to  be  more 

than  disappointing.     One  cannot  help  feeling  that  a 

trick  has  been  worked,  and  every  one  hates  to  be 

tricked.     Certain  it  is  that  the  next  announcement  of 

that  merchant  will  be  given  but  scant  attention. 

In  the  advertisement  of  the  Nickel  Plate  the  price 

is  emphasized  by  being  set  in  large  black-faced  type. 

The  prices  stand  out  in  a  manner  to  attract  atten- 
tion.    The  descriptions  are  meagre  and  barely  state 

what   the  offerings   are.     The  prices,  in   this  case, 

might  better  have  been  set  in  smaller  type  and  the 

descriptions  been  made  more  complete  and  tempt- 
ing.    It  is  hardly  necessary  to  display  prices  in  such 

large  type  unless  they  are  bargain  prices.     Even  then 

one   or    two  prices  displayed  are  sufficient.     Once 

attention   is  gained  by  an  advertisement  it  will  be 

read  without 
further  urging. 
In  the  Swift 
&  Son's  adver- 
tisement  we 
have  an  illus- 
tration taking 

up,  in  the  original,  five  inches  across  two  columns, 
and  the  advertisement  below  it  informs  us  that 
January  is  a  good  time  to  purchase  a  dress  suit  or 
Tuxedo  suit,  because  in  January  a  decided  saving 
can  be  made  in  price.  If  Swift  &  Son  are  offer- 
ing $50  dress  suits  for  $40  it  would  be  much  bet- 
ter policy  to  say  so  than  to  beat  about  the  bush  in 
the  way  they  do.  Even  if  they  are  advertising  $50 
dress  suits  at  $50,  it  is  better  to  say  so,  and  at  the 
same  time^  tell  why  they  are  desirable  at  that 
price. 

No   store   ever  lost   its   dignity  by  advertising 
prices.     If  the  prices  are  honest  prices  any  store 


Come  to  us 

for  your 

FALL 
SHOES 

Here  you  will  find  (he  largest 
I  stocks,  best  styles,  newest  lasts. 

$4.00 

Oloi-lm  Bool*-  Handsome  new  lasts.  1 
In  doU  calfskin  and  <HO    CO 

p,lkid'"r        $3.50 

See  our  Laird  Schober     A  f    f\f\ 

|  Patent  Colt  Boots.  Fall  weights.  But- 
V  ton.  lac*  and  blucher  A  A  ff\ 
stylet.  Smart  effects,  JKQ.QlJ 

Heal.h  Shoes. 

$4.00 


For  MM-Th>  RaUton  H 
.  waterproof, 
•  weight 

Wylea , 

I  Stmoy  JeteiM  leather  lined,  hoi  calf  I 
1  «W  kid.  fall  weights.    Most  satis 
ory  shoes  made — 


$5.00-  $6.00 

ists  in  dull  calf- 

$3.50 


New  ihapM  and  new  lasts  in  dull  calf- 
skin and  patent  colt 
blucher.  buttom  and 
lace  style* 


Now  is  the  accepted  time  to  put  in  that  order  for  a  Dress 
or  Tuxedo  Suit  at  Swift  &  Son  s—  for  three  reasons: 

1.    January  is  practically  the  beginning  of  the  social  season. 

prompt  delivery. 

3.    In  January  a  decided  saving  can  be  made  in  price. 


307   NICOLLET  AVt. 


44 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Fin&  Clothes 
Little  Cost     at 


The  Best  Suit 

Values  inTown 


may  state  them  with  dignity.  In  fact,  honest  prices  lend  dignity  to  any  store's  adver- 
tisements. 

Price  is  one  of  the  most  important  things  a  reader  wants  to  know  about  an  article. 
No  one  buys  anything  without  first  getting  the  price.     More  than  half  the  merchandise 

sold  is  sold  on  account  of  the  price  alone.  As  long  as 
the  price  is  low — and  the  purchaser  must  decide  that — 
the  sale  is  made. 

If  the  price  is  too  high,  the  merchant  should  lower  it. 
If  the  price  is  right,  there  is  no  need  to  hide  it.  On  the 
contrary,  he  should  place  the  quality  before  the  people  so 
that  the  price  will  seem  a  reasonable  one. 

If  the  quality  of  an  article  advertised  is  sufficiently  de- 
scribed, the  price  should  follow,  for  price  in  itself  is  a 
power,  but  when  its  influence  combines  with  that  of  qual- 
ity, style  and  make,  an  incentive  is  presented  to  the  mind 
of  the  reader  which  persuades  and  leads  to  a  definite  con- 
clusion. If  the  mere  name  of  the  article  is  given  with  the 
price  tacked  on  of  course  half  the  effect  is  gone. 

Quoting  a  high  price  never  yet  lost  a  customer.  If  the 
price  is  too  high,  whether  it  is  stated  in  an  advertisement 
or  by  a  salesman,  the  sale  will  not  be  made.  If  the  price  isn't  quoted  it  is  taken  for 
granted  by  some  as  a  pretty  sure  indication  that  it  is  too  high  for  the  article  described. 
A  low  price  is  undoubtedly  a  trade  bringer,  but  one  can't  always  be  quoting  bargain 
prices.  If  he  does,  people  will  soon  put  him  down  as  a 
Cheap  John — or  a  Itar. 

It  does  not  hurt  any  business  to  quote  high  prices  on 
high  quality  goods.  People  expect  high  class  wares  to  be 
high  priced.  They  are  usually  willing  to  pay  a  good  price 
for  a  good  article,  and  will  do  so  without  quibbling  over 
it.  But  it  is  not  policy  for  a  store  catering  to  all  classes 
to  advertise  high  class  goods  all  the  time,  for  then  the 
store  may  gain  a  reputation  of  being  high-priced.  Such 
an  impression  often  prevails  where  there  are  no  real 
grounds  for  it.  By  advertising  high  class  goods  part  of  the 
time  and  the  lower  priced  varieties  at  other  times  the 

store  gains  a  reputation  of  being  large  and  of  carrying  a  great  range  of  values.  When 
advertising  high  grade  goods  the  quality  of  the  article  should  be  particularly  empha- 
sized, and  when  advertising  cheap  or  low  grade  goods  the  keynote  of  low  price  should 

be  sounded  loudly.  In  the  Scotch  Tailors'  advertisement 
we  have  an  example  of  an  "eye-catcher"  made  by  the 
prominent  and  peculiar  character  of  the  price.  It  would 
catch  the  eye  from  any  portion  of  a  densely  printed  page. 
In  the  Mullen  &  Bluett  Clothing  Co's  advertisement  we 
have  a  form  of  quoting  prices  that  is  seen  very  often  in  both 
city  and  country  papers.  The  same  idea  is  carried  out  in 
the  Strange  &  Skinner  advertisement,  only  the  prices  are 
printed  in  the  same  size  type  as  the  body  of  the  advertise- 
ment. 

In  quoting  prices  'the  merchant  should  be  specific.  He 
gains  nothing  by  quoting  prices  that  are  practically  mean- 
ingless. Suits  at  $10,  $12,  $15  and  $18  are  quoted  in  the 
Mullen  &  Bluett  advertisement.  The  same  quotations 

may  be  found  in  any  paper  that  you  may  pick  up.  Most  clothing  stores  carry  suits 
that  sell  at  from  $10  to  $18.  The  same  may  be  said  of  school  shoes  at  $1.00,  $1.25, 
$1.50  and  $2.00  that  are  offered  by  Strange  &' Skinner. 


tlMtt.U5.ua 


Mullen  &  Bluett  Clothing  Co. 


- 


Great  Strength 

It  Ik*  CUtl  Oitriatrtxic  of  om 

School  Shoes^ 


Strange  &  Skinner 

CoptStKd— t7 


4UFOR»i£X 


PRICES 


45 


In  advertising  a  retail  store  it  is  always  the  best  policy  to  advertise  some  specific  line, 
(jive  a  full  description  and  quote  the  price.  If  the  advertisement  occupies  sufficient  space 
more  than  one  item  may  he  specialized  in  this  manner. 

If  it  is  a  shoe  store  that  is  advertising  a  school  shoe  that  is  particular  value  at  $1.50, 
am  man  or  woman  with  common  gumption  will  know  that  the  store  carries  other  grades 
of  >hocs.  More  than  that  they  will  know  that  the  store  handles  men's  and  women's  shoes 
also.  If  the  shoe  dealer  fears  that  the  public  will  believe  he  has  only  one  grade  of  school 
shoes  he  might  still  advertise  his  $1.50  grade  as  a  type  of  his  school  shoes  and  add  "other 
grades  $1,00  $1,£5,  and  $2."  He  might  also  tack  on  to  his  name  the  phrase,  "The 
Family  Shoe  Store." 

Bv  advertising  a  different  line  each  time  the  advertisement  appears  he  can  thoroughly 
advertise  a  larger  number  of  articles  than  he  can  by  merely  mentioning  a  long  list  of  arti- 
cles and  quoting  prices  that  are  meaningless  without  adequate  descriptions  of  the  articles 
listed.  The  larger  portion  of  the  readers  of  any  merchant's  advertisements  are  people 
who  read  the  papers  regularly  and  who  read  the  advertisements  as  regularly  as  they  read 
the  papers.  It  is  likely  then  that  every  advertisement  is  read,  and  where  articles  are 

(fully  mentioned  and  priced  the  stock  soon  becomes  fairly  well  advertised  to  every  reader 
of  the  paper. 

Advertising  meant  to  appeal  to  the  better  classes  need  not  proclaim  the  price  in  quite 
the  >:>"ie  manner  as  that  intended  to  reach  the  eyes  of  the  class  in  which  price  represents 
the  important  factor.  The  better  class  of  people  appreciate  beauty,  quality  and  style 
as  the  first  essential;  then  comes  price  as  a  secondary  consideration.  The  other  class 
reiranl  the  price  first,  and  then  the  quality.  They  have  just  so  much  money  to  spend  for 

M certain  article,  and  no  matter  how  much  they  would  prefer  a  higher  priced  one  they  must 

[purchase  the  one  within  their  means. 

In  advertising  special  sales,  or  leaders,  the  price  should  receive  prominent  display. 

.'The  advertisement  in  which  prices  stand  out  boldly  will  attract  attention  from  the  class 

iwho  are  always  looking  for  bargains.     On  the  other  hand,  a  prominent  display  of  prices 

[is  looked  upon  with  doubt  and  distrust  unless  explicit  reasons  are  given  for  the  low  prices. 

In  advertising  prices  all  semblance  to  the  sensational  should 
he  avoided.     The  merchant  who  to-day  advertises  a  $5  shoe 

I  for  98  cents,  and  the  clothier  who  sells  $15  suits  for  $3.98  are 

*  looked  down  upon  as  sharks  awaiting  the  unwary  with  wide 

[open,  hungry  maws. 

There  are  times  when  a  merchant  may  wish  to  sell  $5  shoes 

I  for  98  cents.     But  there  is  always  a  good  reason  behind  it. 

I  They  are  out  of  date,  they  are  soiled,  or  they  are  all  one  size. 

5  The  wise  merchant  says  so  and   sells  the  goods,  the  foolish 

I  merchant  loses  hours  of  time  explaining  why  they  are  good 

I  value  at  98  cents  to  a  lot  of  people  who  would  not  have  them  at 

1 10  cents  a  pair. 

Quarter-off   sales   are   very   frequent   these   days.     In   the 

I  advertisement  of  Sanders  &  Barrows  a  cut  of  twenty-five  per 

I  cent,  is  advertised  in  trousers.     This  is  meaningless  to  a  great 

I  many  people.     The  merchant  should  remember  that  there  are 

I  many  men  who  have  not  had  the  advantages  of  a  good  school 
education.     They  can  read  sufficiently  to  understand  our  lan- 

I  guage,  but  they  would  be  unable  to  figure  anything  on  a  per- 

I  centage  basis.     For  this  reason  the  original  and  the  cut  price 

I  should  be  mentioned  in  such  an  advertisement. 

Cutting  prices  to  undersell  a  competitor  is  a  bad  practice,  and 
should  always   be   accompanied  with  some  good  explanation, 

such  as  a  "lucky  purchase,"  etc.,  or  some  plausible  explanation  entirely  foreign  to  the 
real  fact.  It  depreciates  a  store  and  establishes  a  reputation  for  handling  the  poorer 
grades  of  goods.  The  better  course  for  a  merchant  to  pursue  who  is  unfortunate  enough 


CUT 

TMM    WCIK    OH    MOT* 

TROUSERS! 

Worsteds.  Homespuns*  Cheviots, 
White  ind  Brown  Uoen,  and 
Outing  trousers,  it  a;  per  cent  HV 

many  In  stock,  ind  we  know  of 

nothing  like  price  cutting  (o  quick- 
en sties.  Every  man  must  wttt 

SANDERS  &  BARROWS 

CLOTHIIM  CO., 

67. 69,  73  Wffl-iam  Street 


46 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


THE  HOUSE  OF  QUALITY 


Wiby  Sacrifice 

duality  for  price 


est  Quality 
lowest  pricesl 


Our  Drapery  Department 


to  find  himself  in  a  locality  where  this  practice 
prevails  is  to  handle,  if  possible,  better  grades, 
and  never  deviate  from  the  truth  in  his  adver- 
tisements. He  should  then  advertise  quality; 
emphasize  quality;  talk  quality.  Quality  and 
not  price,  should  be  the  keynote  of  all  his  ad- 
vertising. He  should  not  neglect  to  quote 
prices,  however,  but  that  should  be  merely  in- 
cidental. Let  the  other  fellow  bellow  "low 
price!  low  price!"  and  he  will  soon  exhaust 
himself,  his  resources  and  his  credit. 

Prices  should  nearly  always  be  displayed. 
Black  type,  two  or  three  sixes  larger  than  that 
used  in  the  body  of  the  text  is  very  effective. 
As  before  stated,  in  advertising  cut  prices,  or 
leaders,  the  price  should  be  emphasized  by  being 
displayed  in  at  least  hvo  lines'  space.  Some- 
times even  more  if  the  offering  is  very  special. 
In  the  Lyon-McKinney  Smith  Co.  adver- 
tisement there  is  an  attempt  to  prove  thej 
dignity  of  the  firm  by  not  quoting  prices.  In 

fact  the  firm  have  used  a  very  primitive  form  of  argument  for  the  purpose  of  engaging 
the  attention  of  possible  buyers.  "Best  Quality  at  Lowest  Prices"  is  an  anomaly.  It 
is  a  much  used  phrase,  but  a  very  false  one.  The  best  was  never  sold  at  the  lowest 
price  and  never  will  be,  and  what  is  more,  evervone  knows  it. 

The  style  of  display,  both  in  description  and  prices  shown  in  the  Hudson  Bay  Com- 
pany's advertisement  is  adaptable  to  any  line  of  business,  or  to  any  advertisement  where 
a  number  of  items  are  offered  at  one  time. 

The  manner  in  which  the  prices  are  displayed  in  the  twin  panels  advertising  drawers 
and  corset  covers  is  very  attractive.  This  feature  of  telling  the  price  first  and  then  naming 
the  article  offered  afterward  has  more  in  it  than  appears  on  the  surface.  This  style  is 
very  attractive  in  full-page  advertisements,  of  which  this  reproduction  is  a  pait. 


LYOfHt KIR REY- SMITH  G 

652  i  BROADWAY      AT  SEVENTH  ST  I 


Specials  in  Wall  Papers 

GREAT  OPPORTUNITIES  FOR  SAVING 


Onr  1,000  roll*  of  Ugh  grade  Will  Papera  are  to  be  cleared  out  at  rt» 
turkabla  reduction*  during  the  Deft  six  d«>  t.  Our  alterations  include  tba 
•nlire  removal  of  ow  Wall  Paper  Section  to  another  part  of  tne  store. 
Kether  Uun  take  Into  the  new  department  anything  but  tie  new  •wort 
•nswlgniieill  we  would  Mil  every  roll  now.  U'e  are  prepared  to  take  an  iw- 
nenee  loee  to  eecomjilish  thu  Wednesday  we  eommeao  a  reduction  awn- 
ment  In  Wall  Papers,  which,  for  price  rule  are  unheard  of  ia  popular  papere 
of  euperior  quality,  ie  'bound  to  create  a  wonderful  etlr  In  Winnipeg.  Every 
'  extraordinary  value— very  cboice  aw 

room  701 


Ike  houae  at  a  big  earing  In  net 

ROOM  COMBINATIONS 
Tneae  eompriee  ateortinent*  of  flnt 
d««e  papera,  U  whleh  we  have  only 
aufticient  quantitiei  left   for  one  or 
two  room.      A  eplendid  lot  of  high 
grade  paper*  here  In  tbll  lot,  In  very 
fine  pattern*    of  many    deecriptlona. 
Regular  prleee,  none  left  than  30c,  all 
the  way  up  to  60c  per  roll.         «  « 
WedneadaT  CltariDf  Sale  1  UC 
Hall  Papera,  'Art  Naveau,  Tapectry, 
Conventional  and  etripe  deetgne.  Ke- 
r,l*r  2fK-  to  3V  per  n.ll.              ]  np 
Sale  Frin  WednMaay  '  *JC 

GOOD.  HAIL  PAPER 
100   Roll.    He.l   Hall     Paper,     with 
complete  combination.  A  fool  dcelgn. 
Rerular  Me.                                       ,  A  A 
deatinc  Sale  1  OC 
American     Wall     Paper—  New    de- 
elgne.     Floral,  in  stripe   effect;    yel- 
low,  pink,   green    grounds.      Regular 

vVedneeaay  Only  1  3C 
Sitting  Room  and  Bedroom  Papera 

grounda    Selling    regularly    at    ItViO 
to  l&c.     Wednesday^                       r 
Clearing  Price  JC 

Knibot«i«d  Papera,  editable  for  pur- 
•ori.  iitting  roomj,    bedroonn;  flonl 
and  etripe  deelgna.     Begular  Me  and 
O.v.    Wednesday  e  o_ 
•edice4  to  ....  IOC 

TWO  TONE  PAPERS 
For  Rails,  Drawing  Rooms,  Sitting 
Rooms.      A  big  variety  of    colorings 
end  patterns.                                 «  1*. 
Unequalled  Taiga.  1  /  C 

Drawers 


it  1  O/«  n-AIN          MUSLIM 

A,  1  7C  DBA  IT  BR8   —   Thm 

if  O^4-»  MI-SUN     DRAWERS  — 

f\l  4*JG  u,.n  ruffle.  hcnutiichM 

if  'I  Qf».  fMBRELLA  DRAWKR8 

f\  I  *.?  7V~Wtdt>     ruffle.     du«lrr     of 

if  Cft—  VMimFI.I.A  DRAWERS 

rtl  ,n/\7V  _  ciu.rtfr  of     Av«     IIK...V 


if    7Cf» 

f\l     •   <*»*V 

lu<  h»  *i>d  «  i« 

At  $1. 

Af    Cl 

A[     $  I  , 


ELLA  DRAWERS 


Corset  Covers 


At  I  Or  ro"»«T    « 

nl  1 W  Square    neck 
heaer  cottoti.  French  etjrte 

it  I  Of  roMET       C 

Al  *  ~C  UMe  of  niiel 

if  "i>^f  COKSE 

*l  «*JC  M.3«  or 


if  ^Q/>.  CORBET      COVERS  — 

™l  v7V  Kmbroldrry          t' HiuixJ. 

At  ^Lft-">  ,-TlENCTf  CO'^'ER— Pmn. 

rtl  <JVl*  ry    froni.      .1*0      .Mnttr* 


DISPLAY  47 


CHAPTER  X 

DISPLAY. 

1DKAL  display  is  the  proper  arrangement  of  type,  border  and  cut,  whereby  the  maxi- 
mum of  prominence  is  given  to  an  advertisement,  or  any  specific  portion  of  it  which 
requires  it.     If,  among  a  score  of  advertisements  on  a  page  of  a  newspaper,  there 
is  one  which  stands  out  above  its  neighbors,  that  advertisement  is  sure  to  be  properly 
displayed.     It  was  the  contrast  between  that  and  its  fellows  which  caused  the  display, 
hence,  display  might  properly  be  called  contrast. 

There  are  many  ways  in  which  a  merchant  can  secure  this  display  or  contrast.  The 
most  general  methods  used  arc  conspicuous  types,  borders,  cuts,  trademarks  or  some 
special  form  of  set  up.  Either  of  these  means  can  be  effected  in  the  hands  of  any  one 
who  has  made  a  study  of  type. 

The  usual  method  followed  by  a  printer  in  setting  up  an  advertisement  is  to  set  the 
bodv  in  ordinary  newspaper  type,  with  what  display  words  there  may  be  in  the  body  of 
the  advertisement,  and  then  finding  a  certain  amount  of  space  left,  set  the  display  line 
in  a>  large  a  tvpe  as  that  space  will  permit.  This  is  obviously  a  wrong  method  to  follow. 
It  often  means  that  an  undue  prominence  is  given  to  a  display  heading  that  makes  the 
body  of  the  advertisement  look  long  and  uninteresting.  An  advertisement  of  this  character 
can  be  made  one  hundred  per  cent,  more  attractive,  and  at  the  same  time  more  readable 
if  the  headline  is  set  in  half  the  space,  and  the  body  leaded.  (By  leaded  is  meant  to  have 
thin  strips  of  metal,  called  leads,  put  between  the  lines,  so  as  to  give  the  printed  matter 
a  more  open  look). 

When  an  advertisement  is  printed  in  ordinary  newspaper  type,  across  two  or  more 
columns,  it  should  be  leaded,  as  it  makes  it  much  easier  to  read.  When  it  is  only  the 
width  of  one  column  it  does  not  matter  so  much,  as  the  eye  is  accustomed  to  the  close 
lines,  but  even  then  when  space  permits  it  is  better  leaded. 

An  advertisement  should  never  be  left  to  the  tender  mercies  of  the  printer  regarding 
display.  Some  indication  of  the  style  of  display  should  be  given  in  a  dummy.  When 
a  merchant  does  this  he  must  make  some  effort  to  master  the  principles  of  display,  for 
there  is  nothing  so  aggravating  to  a  printer  as  to  be  asked  to  do  impossible  things  with 
rules  and  types.  He  should  compare  advertisements  he  sees  in  his  daily  reading.  He 
should  carefully  analyze  those  that  seem  good  to  him  to  find  out  just  the  point  that  has 
made  the  display  attractive.  He  must  also  carefully  calculate  the  number  of  words 
required  to  fill  a  certain  space,  and  see  that  he  is  not  asking  his  printer  to  put  fifty  words 
in  a  space  capable  of  containing  only  half  that  number. 

All  display  lines  should  be  set  in  the  same  style  of  type,  although  several  different 
sizes  may  be  used.  Many  printers,  if  left  to  decide  this  question,  will  use  as  many  different 
faces  of  type  as  they  can,  and  think  that  they  are  doing  the  merchant  a  favor  by  doing  so. 
This  kind  of  hodge-podge  is  not  display,  and  is  really  a  detraction  rather  than  an  attrac- 
tion in  an  advertisement.  When  too  many  styles  of  type  are  used,  none  are  prominent, 
all  seeking  prominence. 

An  advertisement  that  has  too  many  display  lines  or  sub-heads  will  present  a  gray 
appearance  to  the  eye.  One  good  strong  headline,  with  the  body  of  the  advertisement 
set  solid  is  much  more  attractive. 

In  the  Utley  advertisement  there  are  too  many  display  lines.  The  whole  advertise- 
ment gives  one  an  impression  that  there  were  so  many  things  to  be  emphasized  that  in 
the  end  none  were  given  prominence. 


48 


HOW  TO  ADVERTISE  A   RETAIL  STORE 


buying 


that  *       » •    • 

jndicwl    *g«ia 

deprmag  your  children  ol  •  mUfietl  •daomtioa 

bwt  y«_m.     Don't    infer,    bat    iavwtig-t*  < 

tomct      (8w  below.*) 


SPECIAL  JANUARY   PRICES 

IN  ALL  OUR  LINES 

TERMS  110  Down.  I*  Monil.lv  »nd  Upw«rd» 

NEW  PIANOS     1167  Up-ud.  |  ^.       .  ^. 

USED  PIANOS  II.-'.  !,,..-.•  ,      " 

THE    GENUINE 

CHICKERING  &  SONS  OF  BOSTON 

EVERETT  w,,;ri-:-o«"'ir.'mV,m 

EMERSON  „_,...,  82.000  Homes 

HUNTINGTON  A  ""STSi-rKS"  "— 

-rOUT-OP-TOWM  TRADE  SOLICITED  PRBIOHT  PAID 

•OUR  TIME  PAYMENT  PLAN  Sf  filvlffi.^.?!*  *£'" 


COME  IN   AND  TALK  IT  OVER 


80-82  Pearl  Street 


For  the  Boys    ! 


Boys'  Solid      1 
School  Shoes? 


The  same  might  be  said  of  the  Rightway  Shoe  Co's  advertisement.  The  style  of 
the  cut  is  not  suited  to  the  shape  of  the  advertisement.  A  two-column  advertisement 
having  a  cut  running  across  the  columns  instead  of  up  and  down,  as  in  this  case,  makes 

the  more  attractive  dis- 
play. Had  the  same 
number  of  inches  of 
space  been  used  and 
covering  three  columns 
across,  this  cut  would 
have  been  more  effec- 
tively used. 

The  ad-writer,  too, 
has  made  it  worse  by 
dividing  the  remaining 
column  into  two  with 
the  display  adopted. 

White  space  is  as 
attractive  as  type  mat- 
ter, but  should  never 
be  used  at  the  expense 
of  interesting  and  ed- 
ifying reading  matter. 
In  the  olden  time  the 
printer  would  allow  no 
little  white  spaces  to 
show.  If  there  hap- 
pened !to  be  any  of 

III    M'   little  white  spots  appearing  he  promptly  filled  tin  m 
up  with  some  kind  of  fancy  figure  or  curlicue.     The-e  often  detracted  the  reader's  atten- 
tion from  the  text. 

In  the  Simon  Ixmg's  Sons'  advertisement  there  is  excellent  use  made  of  white  spare. 
In  the  first  place  it  is  used  to  set  out  the  illustration.  In  the  second  place  it  is  used  to 
throw  the  firm  name  into  prominence.  This  is  an  ideal  display. 
An  advertisement  will  usually  reflect  the  ideas  prevailing  in  the 
store,  and  when  it  shows  taste  in  its  preparation  one  is  sure  to  find 
taste  in  the  selection  and  arrangement  of  the  goods  the  advertise- 
ment represents.  A  neat  article  of  pub- 
licity is  stronger  than  one  showing  a 
slovenly  make-up.  The  more  attractive 
a  merchant  makes  his  advertisements 
the  more  effective  they  will  be  as  money- 
makers. 

In  the  Jaccard  advertisement  we 
have  a  tone  and  dignity  that  proclaims 
the  store  as  a  store  of  quality.  We  have 
in  this  advertisement  an  announcement 
of  a  special  sale  so  different  from  the 
"Slap!  Bang!"  style  used  so  often  by 
most  stores.  The  display  in  this  adver- 
tisement could  not  be  improved. 

In  Samter  Bros.'  advertisement  there 
is  a  use  of  white  space  that  is  out  of  the 

ordinary.     The  body  of  the  advertisement  is  placed  in  one  solid  column  which  merely 
emphasizes  the  white  space  alongside  of  it. 

Keely  Co.  have  a  very  neat  display  and  one  that  will  attract  much  attention.     The 


Fall  Hats  For  Men 


Simon  Long's  Sons 


DISPLAY 


49 


WHO'S 

YOUR 

BAITER? 


Ikon  I™,  tl  to  U  *  •»,>. 


use  of  rules  for  borders  sets  off  the 
text 

The  Armstrong  advertisement 
is  almost  a  meaningless  waste  of 
space  as  it  appears  here.  The 
message  might  have  been  just  as 
attractively  told  in  one-third  the 
space  and  the  other  two-thirds  used 
to  ([note  items,  giving  the  reader 
some  idea  of  what  the  "Gossip  of 
the  Town"  really  was. 

Every  style  of  type  used  in  an 
advertisement  should  be  perfectly 
legible  lo  the  untrained  eye.  Plain 
types  are  best  for  advertising  pur- 


MTClDn* 

SAMTER 


Our  Princeton  Shoes 


FOR  MEN  AND  BOYS. 


EVERY  PAIR  HAS  "ROCK  OAK"  SOLES. 


Hen's  Princetons,  .  .  5.150 


Bovs'  Sizes,  21  lo  t. .  S2.M 


namental  styles  should  be  left  for 

artistie  printing.     How  many  readers  with  an  average  edu- 

eation  could  read  an  advertisement  printed   in  Old  English 

style  type!-     A  great  many  of  them  would  have  to  puzzle  over  some  of  the  capital  let- 

ters before  they  could  make  them  out.     It  is  because  they  are  not  sufficiently  acquainted 

wilh  the  style  of  letter.  Too  many  display 
-  set  in  capital  letters  should  be  avoided, 
because  they,  too,  are  hard  to  read.  Lower 
case  letters  (small  letters)  are  much  more 
easily  read  at  a  glance  and  should  be  used 
wherever  possible.  For  the  same  reason 
condensed  styles  of  type  should  not  be  used 
to  any  extent,  although  they  effect  a  saving 
of  space  where  space  is  valuable. 

There  used  to  be  some  cunning  adver- 
tisers who  sought  notice  by  having  their 
advertisements  printed  upside  down.  Now, 
a  generation  ago  it  would  attract  the  at- 
tention of  children  (did  it  ever  sell  goods, 
do  you  think?),  but  to-day  even  the  chil- 
dren would  pass  it  by.  The  same  remarks  ^^ 

apply  to   the   advertisement   set  sideways.  ^J 

The  merchant  should  be  as  original  as  he  aw 

can,  but  in  newer  ways  than  these. 

A   border   is  a  very  effective  means  of  __ 

giving   display  to   a   small   advertisement,  ft 

and  should  always  be  used.     These  borders 
should  never  be  of  the  fancy  order.     Plainer  ^M 

and  heavier  borders  are  best  for  newspaper  \& 

advertisements.  Bkl 

Italics,  moderately  used,  denote  empha-  |^§ 

sis.     But  when  every  other  word  of  a  story  ^^ 

is  printed  in  italics   the    effect  is  neutral, 
since  the  words  in  Roman  are  as  prominent 
as  those  printed  in  italics.     The  same  ap-          ^^% 
plies  to  the  use  of  display  words  in  the  body  ^^ 

of  an  advertisement.     When  used  moder-       Removal  Sale 
ately,  the  effect  is  to  give  certain  parts  of     Good  Fumtur* 
the  advertisement  more  emphasis  than  the        **J**'J"""" 


Hundreds  of  Atlanta's  wise  buyers 
havesecured*3.ooaiul*3.5o  Shoes 
at  (2.48  during  this  special  sale 
The  offer  will  be  continued  bal- 
ance of  this  week.  The  collection 
includes  the  best  and  latest  styles 
in  Shoes  of  vici  kid  with  plain  or 
patent  tip.  of  patent  kid  and  pat- 
ent colt,  of  tan  Russia  calf  and 
brown  vici  kid 

1  here  are  heavy  weights  for 
bad  weather,  medium  weights  for 
street  and  general  wear,  light 
weights  for  dress — blucher  cut 
and  plain  lace — welt  soles  and 
turned  soles.  Every  pair  in  the 
entire  line  is  new,  fresh  stock — all 
are  from  leading  manufacturers — 
and  the  assortment  is  complete, 
including  all  sizes  and  all  widths. 


Closing  Out  All  Felt  Slippers  at  Cost 


FREELY  co. 


50 


others.  When  immoderately  used,  their  use  in  effect  amounts  to  no  display  whatever, 
since  the  parts  not  intended  to  be  displayed  receive  as  much  prominence  as  the  parts 
intended  to  be  displayed. 

In  the  Mabley  &  Carew  Go's  advertisement  there  is  an  extravagant  use  of  rules. 
Every  line  in  the  advertisement  is  underscored.  The  style  of  display  would  have  been 
excellent  if  these  rules  had  been  omitted  from  the  body  of  the  advertisement  and  used 
only  under  the  headlines. 

Compare  the  advertisements  of  Cammeyer  and  the  Duff  &  Repp  Furniture  Co.  In 
the  shoe  advertisement  there  is  nothing  for  the  eye  to  catch  hold  of  except  the  name. 


CAMMEYER 

Olh  A»«..  Cor.   2OIK  St. 

Stock-Moving    Bargains 

We    Continue    Thii    Week    Our   Cre.l   Opportunity   S.I. 

IN    THE    BASEMENT 
of  Fine  High  and  Low  Cut  Shoes 


Women's  $2.50  ®  $3.00 
Oxfords 

In  Pilml  Leather.  Black  Kid.  Rusia  Call 
inJ  B-own  Kid:  MiliUiy.  Cubin  ind 
Louis  XV  Herts: 
welted  lid  turn 
soles. 


WoBflTl  13  00.  MOD 
•  nd  MM 

Patent  Leather 

Button,  Lace  and 

Blue  her 

ind  Black  Kid  Bi 
and  Licr.  Mililiry  i 
Cubm  heels, 

$0  00 
.'   •Mkpali 

Men's  $3  OO.  $4.OO  and  55.OO 
Lace  and  Oxfords, 

Black  Kid.  Rusui  Till  ind  Pilrnl  Lrathn 

S'VOO 

£*       .  p.lr 

Men's  Oxfords, 

inPil-niCollsk.n.  HusiuCjH 
jnj  Brown  Kid. 

$1.50 


T 


Boys'  and  Children's  Shoes. 

.    ....  .,,,,.,1.1 »l    00          ""Y—.1.      ,    

. ...L.,,, „.,,.,       »i.«5    ,«.....  .JIL..  •»«.  w  o^..' 


•  1.00 

•  I.t5 


At  Prices  Usually 
Asked  for  the 
Ordinary  Designs 

We  show  an  attractive  variety— the  largest 
doubtless  In  the  West— among  them  are: 


-~  $32.00 
".  ...S38JO 
"  .$40.00 
-•....$45.00 

: $45.00 

— ...  $50.00 
•°"  $55.00 
—  $57.50 

-     $58.50 


wo.oo 

.  $60.00 

$62.00 

$65.00 
$68.50 


.$75.00 
$75.00 
$95.00 


Special  exhibition  of  these  beds  this  -week 


1210-1224   Main  Sired 


Those  who  are  in  want  of  shoes  and  know  of  this  establishment  might  try  to  read  this 
advertisement  from  the  beginning,  and  then  again  they  might  not.  There  arc  so  manv 
display  lines  all  socking  prominence  that  none  are  prominent.  In  the  Furniture  Co.'s 
advertisement  the  headline  stands  out  good  and  clear,  and  no  one  glancing  over  the 
page  could  miss  it.  The  prices  are  well  displayed  and  the  offerings  plainly  stated. 

Attractiveness  does  not  always  mean  elaborate  design,  variety  in  type  faces,  nor 
gingerbread  ornamentation.  Advertisements  should  be  written  and  displayed  so  that 
they,  from  their  simplicity,  the  style  of  type,  position  and  everything  else  invite  perusal. 
This  is  the  secret  of  technical  attractiveness,  not  gingerbread  type  effects. 

"The  ideal  display  of  an  advertisement,"  says  one  writer,  "is  one  in  which  the  sequence 
of  thought  is  preserved;  the  point  which  first  appeals  to  the  reader  will  first  meet  his  eye. 
It  tells  the  best  part  of  the  story  in  the  first  few  lines.  It  brings  in  the  subordinate  points 
in  proper  order  and  size,  according  to  their  importance.  It  is  easily  read,  not  tiresome, 
not  too  light,  but  to  a  certain  extent  it  agrees  with  the  weight  of  the  subject.  It  treats  of 
dainty  things  in  dainty  displays,  of  sterner  things  in  bolder  type.  It  has  no  useless 
divisions,  no  superfluous  panels,  nothing  that  detracts  from  the  advertising  value  of  the 
advertisement.  It  does  not  emphasize  the  price  beyond  all  reason,  as  if  that  were  all  the 
reader  cared  for.  It  does  not  emphasize  every  important  word,  as  if  the  reader  could 
not  otherwise  understand.  It  is  always  dignified,  never  flippant,  never  peculiar.  It 


PUFFS,    READING  NOTICES,  WANT  ADVERTISEMENTS  51 


A     M    A    N 
PUTS     HIS     FOOT 


HJA.  f.AJt 

'^"'^t.'"<('!i"f  ."'A'UJ^X.  £*.,VS'"'.w'Tm&h sm'ct 


has  margins,  spaces,  and  distances  that 
reflect  thought  and  convey  a  meaning 
to  the  artistic  sense,  but  never  thrown 
in  at  random." 

Kvery  writerof  advertisements  should 
read  and  re-read  the  above  paragraph. 
Even  it'  he  learned  it  "oil"  by  heart,"  as 
we  used  to  say  in  our  younger  days, 
lie  would  never  know  its  truths  too 
well. 

Fortunately  for  the  wholesale  houses 
there  are  but  few  merchants  left  who 
advertise  corn  cures  by  stating  that  "a 
man  puts  his  foot  in  his  ear."  Little 

need  be  said  of   this,  and   that   little  is — it  is  all  wrong.     This  method  of  display  is 
obsolete.      AYy///r.vr<//   in  jxici'. 

For  the  purpose  of  aiding  the  merchant  to  secure  better  display  we  have  shown  else- 
where in  this  volume  a  large  number  of  type  styles,  borders,  etc.  It  must  not  be  supposed 
that  they  can  all  be  found  in  every  newspaper  plant,  but  styles  closely  resembling  the 
better  ones  may  be 


CHAPTER  XI 

PUFFS,  READING  NOTICES,  WANT  ADVERTISEMENTS,  ETC. 

READING  notices  are  of  more  value  to  the  retail  merchant  than  is  usually  conceded 
by  experts.     But  even  among  merchants  who  have  gone  into  that  kind  of  adver- 
tising there  is  apt  to  be  a  diversity  of  opinion  as  to  their  value,  yet  they  continue 
to  use  them. 

A  reading  notice  of  any  kind  has  a  certain  amount  of  value  because  the  public  reads 
them  as  matters  of  news  and  not  as  items  of  advertising.  If  the  sentiment  expressed  is  of 
any  value  the  reading  notice  will  be  valuable  also. 

The  reading  notice  goes  to  the  reader  as  a  particular  view  of  the  editor  of  the  paper 
and,  as  such,  may  have  more  weight  than  if  the  same  ideas  were  expressed  over  the  mer- 
chant's own  name  in  the  advertising  columns.  This  extra  weight  depends  upon  the  paper 
and  its  prestige  to  some  extent. 

Here  is  an  advertisement  that  recently  appeared  in  several  places  among  the  news 
items  of  a  local  daily: 

"White  does  good  shoe  repairing."  tf. 

Now  this  reading  notice  has  all  the  earmarks  of  an  advertisement  and  does  not  pose 
as  anything  else.  It  will  be  read  because  it  is  short  and  the  sentiment  expressed  is  quickly 
taken  in  by  the  reader.  As  such  it  is  good  advertising. 

But  suppose  there  had  appeared  an  item  like  this: 

"'Doc'  Smith  will  sue  the  city.  While  walking  down  Main  street 
this  morning  his  foot  caught  between  two  rotten  boards  of  the  walk,  causing 
a  severe  sprain  of  his  right  ankle.  Had  the  sole  of  his  shoe  not  come  off  the 
result  would  have  been  even  more  serious.  This  took  place  in  front  of 
White's,  and  the  doctor  entered  to  have  his  shoes  repaired.  He  even 
told  Wliite  that  it  was  a  put  up  job  on  the  public  so  that  they  would 
have  to  have  their  shoes  repaired.  The  doctor  left  the  store  in  good  hu- 
mor, his  shoes  as  good  as  new.  Look  out  for  the  suit." 


52  HOW  TO  ADVERTISE  A  RETAIL  STORE 

This  item  would  have  appeared  as  news  in  the  column  of  local  happenings.  It  would 
have  been  read  as  news,  the  advertising  being  taken  in  at  the  same  time.  It  would  have 
cost  more  to  print,  but  in  a  larger  proportion  to  the  cost  would  have  been  its  advertising 
value. 

There  are  a  great  many  things  occurring  in  the  store  that  are  worthy  of  local  mention 
and  should  be  brought  to  the  attention  of  the  public.  New  goods  arriving,  special  stvles 
being  offered,  changes  in  the  store  and  in  the  staff.  All  these  have  value  when  a  mer- 
chant is  locally  known. 

The  local  merchant  often  feels  that  as  a  large  user  of  advertising  space  he  is  entitled 
to  considerable  free  reading  notices.  He  often  gets  them,  but  where  he  gets  them  free 
his  competitor  gets  them  free  also.  Free  things  are  apt  to  be  of  little  value  or  are  in 
reality  often  being  paid  for  far  beyond  their  actual  worth. 

The  merchant  is  no  more  entitled  to  free  reading  notices,  unless  it  is  a  part  of  the 
contract,  than  the  editor  of  the  paper  is  entitled  to  free  groceries  or  shoes.  The  space 
in  the  paper  is  the  publisher's  stock  in  trade,  and  is  for  sale  at  a  certain  price  just  the  same 
as  the  merchant's  stock  is  for  sale.  It  is  as  reasonable  for  the  one  to  expect  free  groceries 
whenever  he  requires  them  as  for  tlie  other  to  expect  free  reading  notices. 

A  reading  notice  when  given  purely  as  a  news  item  is  of  much  more  value  than  a 
"reader"  that  everyone  knows  is  an  advertisement.  When  given  as  a  news  item  it  should 
have  none  of  the  earmarks  of  the  advertisement  about  it. 

Some  years  ago  the  medical  advertiser  used  reading  notices  very  freely.  Small  and 
large  spaces  were  used.  Sometimes  the  item  was  disguised  as  a  telegraphic  dNpatrh. 
There  was  usually  a  display  headline,  sometimes  two  or  three.  Then  the  city  from 
which  the  dispatch  was  supposed  to  come  was  given  and  the  date.  These  headlines  were 
usually  of  the  "yellow"  order,  and  every-day  happenings  all  over  the  country  contributed 
to  these  sensational  and  startling  items.  The  first  few  lines  when  read  were  appar- 
ently real  news,  but  the  item  soon  developed  into  an  advertisement  of  some  medicine. 
That  kind  of  advertising  is  positively  of  no  value  to-day.  People  who  read  such  items 
are  mad  at  themselves  for  being  caught,  mad  at  the  paper  for  printing  the  hidden  adver- 
tisement, and  mad  at  the  advertiser  for  tricking  them  into  reading  his  advertisement. 

Such  advertisements  are  still  being  used,  but  they  are  usually  on  a  more  quiet  order. 
The  element  of  sensationalism  is  usually  omitted.  Here  is  one  that  starts  out  with  a 
misleading  headline  but  which  at  the  same  time  is  a  legitimate  one  for  such  an  adver- 
tisement : 

A  SUCCESSFUL  HORSEMAN 

Never  allows  his  horse  to  suffer  pain.  He  always  uses  Xerviline,  which 
is  noted  for  curing  stiffness,  rheumatism,  swellings  and  strains.  Nerviline 
is  just  as  good  inside  as  outside.  For  cramps,  colic,  and  internal  pain  it's 
a  perfect  marvel.  In  the  good  racing  stables  Nerviline  is  always  used, 
because  it  makes  better  horses  and  smaller  veterinary  bills.  Twenty-five 
cents  buys  a  large  bottle  of  Nerviline;  try  it. 

In  the  two  following  specimens  it  is  clearly  shown  at  the  start  that  the  items  are  adver- 
tisements. The  headlines  are  made  to  arouse  curiosity  in  the  reader's  mind,  and  thus 
secure  a  reading. 

THIS  MEDICINE  IS  BREATHED. 

That's  why  it  is  sure  to  cure  Catarrh.  You  see,  it  goes  direct  to  the 
source  of  the  disease — its  healing  vapor  repairs  the  damage  caused  by 
catarrhal  inflammation.  "  Catarrhozone  "  always  cures  because  it  goes  into 
those  tiny  cells  and  passages  that  ordinary  remedies  can't  reach,  goes  where 
the  disease  actually  is.  Impossible  for  "Catarrhozone"  to  fail,  as  many 
doctors  will  tell  you.  Don't  be  misled  into  thinking  there  is  anything 
so  good  as  "Catarrhozone" — u>e  it  and  you'll  soon  say  good-by  to  catarrh. 


PUFFS,  READING  NOTICES,  WANT  ADVERTISEMENTS  53 

GOT  HIS  HAIR  BACK. 

WAS  PERFECTLY  BALD  WIIKV   Hi:   STAKTKD  TO  USE  NEWBRO'S  HERPICIDE.. 

Frederick  Manuell.  Maryland  block,  Butte,  Montana,  bought  a  bottle 
of  Newbro's  Herpicide.  April  (i,  '!)!),  and  began  to  use  it  for  entire  bald- 
ness. The  hair  follicles  in  his  scalp  were  not  dead,  and  in  twenty  days  he 
had  hair  all  over  his  head.  On  July  2  he  writes,  "and  to-day  my  hair 
is  as  thick  and  luxuriant  as  any  one  could  wish."  Newbro's  Herpicide 
works  on  an  old  principle  and  with  a  new  discovery — destroy  the  cause 
and  you  remove  the  effect.  Herpicide  destroys  the  germ  that  causes 
dandruff,  falling  hair,  and  finally  baldness,  so  that  with  the  cause  gone 
I  lie  effect  cannot  remain.  Stops  falling  hair  at  once  and  a  new  growth 
starts.  Sold  by  leading  druggists.  Send  lOc.  in  stamps  for  sample  to  the 
Herpicide  Co.,  Detroit,  Mich. 

F.  H.  Laing,  druggist,  No.  7  Sandwich  street,  west,  special  agent. 

The  retailer  might  safely  use  items  similar  to  the  last  two  shown  above,  but  it  is  hardly 
wise  to  use  one  in  which  the  heading  disguises  the  advertisement. 

Considerable  care  should  be  used  in  preparing  "readers"  that  are  to  appear  as  news 
matter  that  the  personal  pronouns  do  not  give  the  advertiser  away.  All  news  items  are 
written  in  the  third  person,  and  one  written  in  the  first  person  will  be  immediately 
"spotted"  as  an  advertisement. 

Take  the  following: 

"Mr.  Geo.  Wrhite,  who  has  lately  come  to  Detroit  from  Washington, 
has  opened  up  a  shoe  store  at  83  Main  street.  Mr.  White  has  an  almost 
national  reputation  as  manager  of  the  celebrated  Royal  Shoe  Store  in 
Washington,  where  he  sold  footwear  to  many  of  the  leading  statesmen 
of  the  country,  and  established  a  reputation  of  being  a  thorough  shoe  man. 
People  in  Detroit  who  want  exactly  fitting  shoes  will  do  well  to  give  me  a 
call." 

The  one  little  "me  "  in  the  last  sentence  gives  the  whole  thing  away  and  marks  this  as  a 
paid  advertisement.  Mr.  White  is  a  stranger  in  Detroit,  and  as  a  stranger  his  statements 
have  little  weight.  Had  the  word  "him"  appeared  instead  of  "me"  the  advertisement 
would  have  passed  as  a  news  item  and  the  public  would  have  taken  the  word  of  the  paper 
at  its  full  value.  The  prestige  of  the  paper  would  have  been  behind  the  whole  statement. 

Some  of  the  smaller  papers  make  considerable  revenue  out  of  "readers"  or  "puffs." 
In  one  paper  there  will  be  a  column  headed  "Briefs  and  Brevities."  Into  this  column 
all  the  local  reading  notices  are  dumped.  A  few  stale  jokes  are  then  interspersed  among 
them.  Keep  out  of  that  column  if  you  have  to  pay  double  rates.  It's  sure  to  be  a  column 
of  the  newspaper  that  is  never  read.  Readers  of  papers  do  not  approve  of  paid  adver- 
tising appearing  among  news  items,  so  don't  go  against  their  wishes. 

The  notice  that  appears  among  good,  live  local  happenings  has  far  more  value,  but 
even  here  if  the  "local  happenings"  column  is  usually  two-thirds  advertising  matter 
and  the  other  third  news  items  the  advertiser  will  derive  but  little  value.  Readers  have 
become  so  used  to  looking  for  those  little  advertisements— so  that  they  can  skip  them- — 
that  they  have  arrived  at  an  adeptness  that  would  be  scarcely  credited.  They  can  skip 
the  advertising  item  and  read  the  news  item  without  the  least  trouble  or  hesitation. 

Here  is  a  portion  of  a  column  taken  from  a  country  weekly  which  is  made  up  of  live 
news  items  and  paid  advertisements  for  local  merchants.  The  advertising  items  are  of 
the  newsy  sort,  and  will  be  read  along  with  the  rest  of  the  news.  Are  they  of  any 
value? 


54 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


TOWN  AND  VICINITY 

Fresh  bread  at  the  Klondike. 

New  bulk  and  package  seeds.     C.  P.  Powell. 

Town  council  meets  on  Monday  evening  next. 

Ivan  J.  Russell,  of  Toronto,  visited  in  town  on  Friday. 

Ernest  Maxwell,  of  Windsor,  was  in  town  on  Monday. 

Mr.  and  Mrs.  I.  Fisher,  of  Kingsville,  spent  Sunday  with  friends  in  town. 

The  Just  Wright  shoe,  the  correct  American  shape  and  style,  at  Chat- 
terton's. 

A  good  second-hand  organ  for  sale  cheap.  Inquire  of  L.  L.  Barber, 
Essex. 

Crossley  &  Hunter,  evangelists,  are  now  conducting  revival  services 
in  Kingsvillc. 

Spring  opening  of  bonnets  and  hats  for  children  all  ages  up  to  10  years. 
May's  Bazaar. 

William,  son  of  Rev.  W.  F.  Cuthbert,  has  been  quite  ill  with  pneumonia 
but  is  improving. 

Comber  and  Harrow  will  celebrate  Dominion  Day  while  Leamington 
and  Windsor  will  celebrate  Victoria  Day. 

Chatterton  has  just  received  a  large  stock  of  Winn  &  Co's  shoes  for 
children.  These  goods  cannot  be  beaten  for  good  wearing  qualities. 

Half  a  do/en  shoe  corn  planters,  taken  in  exchange  <»n  disc  planters, 
nearly  as  good  as  new,  for  sale.  Jacob  Mitchell,  South  Woodslee. 

Harry  Daykin  and  wife  spent  Sunday  last  in  Leamington,  Mr.  Daykin 
rendering  a  solo  at  the  evening  service  in  the  Methodist  church  in  that  town. 

Compare  these  items  with  the  one  given  below.     It  is  an  advertisement  pure  and 
simple,  and  as  such  it  will  be  looked  upon  by  all  readers: 

I  make  men's  clothes  that  express  excellence  and  lend  dignity.  Fine 
spring  stock  now  ready  for  inspection,  at  prices  the  very  lowest.  Suits 
from  $18  up.  E.  H.  Gregory  &  Co.,  Walkerville.  91-tf. 


JOP.     CAMPA.U. 
nulre    .it    210. 


HtOH  ST.  BAST.  «»— Kl'vrnf  room,  hrl.-k 
hotisr.  f-irnare.  laundry.  R.IS  ajid  Kith: 
npwly  doKirnted  throughout  Inumr» 
ims  Hammond  hldit  Tel  Mnln  1M6  • 


NORTH 

K.    SI.   Aiibii 
ctn    l> 
loc.i  t  ii 


Houses 
Furnished  complete, 

FURNITURE 
of  the  Best  Grades 
Only  $1.00  a  week. 


PART    or    ologani 

I..MM    M.     (O    tit 

K.    No     72.    Fr 


RIVAHD.  i:-'7 
brick  tenac 
BROS. 


ROSEDAT.E     CO 
decorated    rcsid< 
nace.      GEO. 
Bldg. 


t  RUSSELL    ST..    6 
Ing:    hot 
rfnt    fro 
WERP. 


HOVSE.    SOS    Champlain    St..     nea 
Canipuu    ave..    8    rooms,    modern. 

IJ.irn.    4    stalls:    large  varriaue    room 


PUFFS,  READING  NOTICES,  WANT  ADVERTISEMENTS 


55 


The  items  apix»aring  in  the  local  column  are  of  more  value  because  they  at  least  will 
be  read. 

In  the  larger  cities  merchants  can  use  the  classified  advertising  columns  of  the  news- 
papers of  the  city  with  considerable  certainty  of  getting  an  adequate  return  upon  their 


FOR    SA1,R—  MISCEM,A\KOl;.S. 


FOR    SAI.K—  MISCELLANEOUS. 


There's  tho  mouth  with  the  tfire-o  or  four  broken  tooth  that  needs  the 
care  of  our  Bridge  .specialist,  which  work  hus  never  been  beaten.  We  insist 
on  the  most  exacting,  painstaking  care  with  every  patient. 

Bridge  Work  from  JZ.50  to  J3.50.  really  worth  $1  to  $& — the  prices 
charged  in  most  parlors. 

Twenty  years'  hona  flde  guarantee. 

If  you're  short  of  money  and  want  us  to  arrange  easy  payments  we're 
willing  to  do  so.  Won't  try  to  argue  you  into  anything  you  don't  want. 

•BEST  DENTISTS  CO.,  (toe.) 

54  Grand  River  Avenue. 


cost.  Usually  advertisements  in  these  columns  are  accepted  at  about  one  cent  per  word 
so  that  considerable  advertising  can  be  done  there  for  little  money.  Where  Sunday 
editions  are  printed  these  should  always  be  used. 

It  is  not  necessary  to  disguise  a  liner  advertisement,  although  it  sometimes  pays  to  do 
so.  The  "For  Sale"  column  can  always  be  used  to  offer  special  values.  They  can  be 
u.-ed  as  bait  to  bring  customers  to  the  store. 
When  that  is  accomplished  the  merchant  must 
rely  upon  his  treatment  of  the  customer  and  the 
worth  of  the  article  sold  as  sufficient  inducement 
for  him  to  return  and  make  further  purchases. 

Many  of  the  metropolitan  papers  allow  a 
certain  amount  of  display  in  their  advertising 
columns.  We  reproduce  a  display  advertisement 
of  Owen  &  Co.,  Ltd.,  that  appeared  in  a  Sun- 
day issue  of  the  Detroit  Free  Press.  Note  how 
it  stands  out  from  among  the  classified  reading 
advertisements.  The  two  inches  used  there  is 
likely  to  be  more  often  read  than  six  inches 
would  be  that  was  hidden  among  several  col- 
umns of  display  advertising. 

In  the  same  paper  there  also  appeared  the 
advertisements  of  Best  Dentist's  Co.  and  Hau- 
ger's.  These  also  appeared  among  the  liner 
columns  and  shows  how  easily  these  columns 
can  be  used  by  retailers  situated  in  the  larger 
cities. 

The  Best  Dentists'  Go's  advertisement  is  an 
excellent  one  both  from  the  point  of  display  and 
text  matter.  The  Hauger's  advertisement  is 

rather  uninviting  because  it  is  set  solid.  Had  this  same  amount  of  space  been  used 
and  made  up  into  about  three  advertisements  instead  of  one,  the  same  information 
could  have  been  given  three  times  in  three  different  places  on  the  page. 


Hanger's  offerings  for  t!il.<«  -neck  comprise 
.sonic  -of  'the  best  wo  havfl  ever  shown, 
and  person*  who  ha\o  never  investigated 
our  proposition  certainly  have -little,  con- 
sideration, for  us.  But  if  you  would  take 
•time  you  would  certainly  place  your  busi- 
ness with  us. 

\Ve  give  you  values  at  J!>  !>9  that  down- 
Iowa  merchants  aiust  get  $15  or  niore  for 
in  order  -to  pay  their  high  running  ex- 
penses. TVK  KCOXOMIX.K  IN  EVERY- 
THING}. QCIOK  SAbES  and  SMALL, 
PROFITS.  AVe  sni  ft  j  ?i>  money  on  every 
purchase-.  so  get  wise  with  the  thousands 
•\\lio  arc  « I  ready  wearing  our  clothes. 

\\>  -manufacture  all  my  own  Clothes, 
DlKHi'T  FROM  MAKER  TO  WF7ARKR. 

\\  f  are  showing  a  RUte  Kulton  Serge, 
•rut.  in  duuW»  and  flinglc  brea«ied.  that  is 
worth  SI"'  in  uny  .sother  store.  Jn  your 
city.  Ours  ?9  #»„. 

The  only  r.loOiinr  house  in  Den-oft 
where-  you"  arr  r.o-  ROBPFTD  EVKRY- 
OXK  BUYS  AL.IKK.  Se*  the  many  pat- 
tern* we  sVicnv  O^t  the  saving  habit  and 
trade,  at  >I auger'*. 

AUGER'S  |9.99  Suit  and 
Overcoat   House, 

15).    OHATIOT    AVK. 

•Otiier  stores:     IndianHDolli'.  Dayton.  Co» 
I.oi.lsvill<\ 


56  HOW  TO  ADVERTISE  A  RETAIL  STORE 

"Write-ups"  are  of  little  value  when  appearing  in  special  editions.  When  prepared 
by  fakirs  who  do  not  reside  in  the  town  or  city  they  should  be  frowned  down  on.  When 
they  are  to  be  written  for  a  special  edition  that  the  publishers  are  bringing  out  themselves, 
the  advertiser  owes  it  to  himself  to  be  represented  there  even  if  little  value  in  returns  can 
be  expected.  A  genuine  write-up  of  the  store  every  three  or  four  months,  if  made  newsy 
and  readable,  will  prove  good  advertising,  as  it  will  help  to  make  the  readers  of  the  paper 
feel  as  though  they  were  better  acquainted  with  the  firm  whose  business  is  being  laid 
before  them  from  time  to  time.  No  direct  returns  can  be  expected  from  this  kind  of 
advertising.  It  is  merely  helping  to  make  the  firm  better  known  and  widening  the  range 
of  prospective  customers. 

Direct  returns  may  be  had  from  readers  that  appear  as  direct  advertisements,  such  as 

"Brown  Bros,  are  offering  500  pairs  of  men's  shoes  in  sixes  0  and  7  only 
at  one-half  the  regular  selling  prices.  Only  2  pairs  to  any  one  customer. 
Regular  $5,  $1  and  $3  shoes  at  half  price." 

Such  an  advertisement  will  sell  shoes  whether  it  appears  in  the  classified  columns. 
as  a  reading  notice,  or  as  a  display  advertisement. 

Disguised  advertising  must  never  be  expected  to  bring  direct  returns.  In  time  the 
returns  will  come,  but  the  merchant  must  not  depend  upon  the  reading  notice  alone. 
If  he  does  he  is  losing  an  opportunity  to  do  more  business. 


CHAPTER   XII 

CLASSES  OF  BUYERS 

THE  newspaper  advertisement  should  perform  the  functions  of  a  salesman — it 
should  sell  goods.  We  are  presuming  now  that  the  advertisement  is  one  intended 
to  influence  direct  trade.  It  is  complete,  in  headline,  introduction,  description  of 
article  and  price.  It  is  written  for  the  special  purpose  of  selling  the  particular  article 
advertised.  If  such  an  advertisement  does  not  sell  the  goods  it  is  a  flat  failure. 

It  is  a  failure  for  one  of  three  reasons:  It  does  not  advertise  salable  goods;  the  price 
is  not  right;  it  does  not  reach  the  right  class  of  buyers.  If  a  merchant  advertises  mining 
shoes  at  a  seaside  resort  he  is  advertising  unsalable  goods.  If  he  advertises  an  article 
that  usually  sells  for  $2.50,  and  asks  $3.50  for  it  the  price  is  not  right.  If  he  advertises 
women's  clothing  in  a  clubman's  paper  he  is  advertising  to  the  wrong  class  of  buyers, 
even  though  men  may  occasionally  buy  women's  clothing. 

The  argument  used  to  influence  one  class  of  buyers  will  not  convince  another.  It  is 
necessary  then  for  the  advertiser  to  study  closely  the  class  of  buyers  he  wishes  to  reach, 
and  determine  just  the  kind  of  arguments  that  will  appeal  most  strongly  to  them. 

A  salesman  will  not  use  the  same  tactics  in  conducting  a  sale  with  all  his  customers. 
If  he  did  he  would  hardly  be  considered  a  good  salesman.  With  one  class  he  will  point 
out  the  beautiful  and  artistic  points  of  the  article,  and  appeal  to  their  tastes,  with  another 
he  will  dilate  upon  the  wearing  qualities,  and  appeal  to  their  sense  of  economy,  and  to 
still  another  class  he  will  point  out  just  how  becoming  the  article  in  question  will  be  for 
them,  and  appeal  to  their  vanity.  One  class  he  will  flatter,  another  he  will  coax  and 
still  another  he  will  drive. 

The  advertiser  must  follow  these  lines  pretty  closely  in  his  advertisements.  The 
class  of  buyers  who  must  be  coaxed  will  not  be  influenced  by  an  advertisement  intended 
to  drive  the  timid  into  making  a  purchase. 


CLASSES  OF  BUYERS 


57 


SPECIAL 


Women's  Oxfords 

The  New  Sprinf  Stylei-Juit  In 


"Wt  FIT  ALL  FEET" 

CASPARI  &  VIRMOND 


There  are  two  very  distinct  classes  an  advertiser  desires  to  reach — those  who  need 

goods  and  must  have  them,  and  those  who  do  not  but  may  be  persuaded  to  purchase. 
It  is  not  difficult  to  advertise  to  the  former  class;    low  prices  and  high  quality  will 

gnu-rally  iiitliienee  them.     They  are  looking  for  necessities  and  want  a  certain  quality  at 

the   lowest    possible  price.     The    advertiser's   share   of   their 

business  will  depend  largely  upon  what  competition  he   has 

and  how  he  meets  it.      It'  he  emphasizes  the  quality  and  price 

in  stronger  and  more  convincing  terms  than  his  competitors 

do,  the  business  is  his,  providing  always  that  he  has  the  goods 

to  back  up  his  printed  statements. 

It  is  not  difficult  to  sell  an  article  of  necessity  for  which 

then-  is  a  regular  demand.     It   must  be  tastily  shown  in  the 

store:    it   must  be  fully  described    in    the  advertisement;  its 

value  and  price  must  be  temptingly  told — that  is  all. 

The  class  that  has  to  be  persuaded  that  they  require  a 

certain  article  is  the  hardest  to  reach.     A  demand  for  the 

article  must  be  created    by  educational    advertising.     They 

must  be  told  how  desirable  the  article  is  and  why  it  is  desir- 
able.    They  must  be  shown   that  they  really  require  such  an 

article  even  though  up  to  that  time  they  had  not  realized  that 

fact. 

In  the  case  of  some  article  of  a  newer  style,  such  as  vesting  top  oxfords  and  shoes, 

the  advertisement  of  Caspari  &  Virmond  has  struck  the  right  note.     The  desirability  of 

these  shoes  is  shown  and  the  curiosity  of  woman  is  aroused.     An  investigation  is  sure  to 

result  in  a  sale. 

Special  values  can  be  so  convincingly  put  forth  that  the  reader,  though  not  requiring 

the  articles  at  the  time,  will  see  the  advisability  of  buying  them.     The  future  need  will 

arise,  and  a  saving  on  price  will  induce  many  to  purchase  before  the  actual  need  arises. 

This  is  easily  illustrated  by  the  methods  of  department  stores.     Many  of  them  will  have 

a  woolen  blanket  sale  in  midsummer.     The  housewife,  knowing  the  usefulness  of  the 

article,  and  being  convinced  that  she  is  saving  by  purchasing  against  future  needs  makes 

her  purchases.     Perhaps  if  the  purchase  had  been  delayed  until  the  winter  season  had 

arrived,    the   circumstances  would    have   been    so   altered 
that  she  could  not  have  made  the  purchase  at  all. 

Almost  any  kind  of  an  advertisement  will  sell  $3  hats  at 
a  dollar.  Only  let  the  people  know  of  it,  and  produce  the 
goods,  and  sales  will  be  plentiful.  But  it  is  more  difficult 
to  sell  $3  hats  for  three  dollars  in  hard  cash.  It  is  adver- 
tising that  will  do  that,  in  the  face  of  competition  trying  to 
do  the  same  thing,  that  the  retailer  should  write.  He  cannot 
write  paying  advertisements  without  the  proper  study  of 
the  different  classes  he  intends  to  reach. 

A  prosperous  merchant  once  said,  "Anyone  can  sell  a 
man  what  he  wants,  but  it  takes  a  salesman  to  sell  him 
what  he  does  not  want."  The  aim  of  many  of  the  best 
advertisements  is  to  sell  a  man  what  he  does  not  need  or 
thinks  he  does  not  want. 

The  advertisement  that  will  reach  the  pockets  of  the 
class  that  has  to  be  persuaded  that  they  require  a  certain 
wsixs™NG™N    p°5Sb*ND    »A"SNsL        article  must  be  worded  with  considerable  skill.     It  must 

give  substantial  reasons  why  the  reader  needs  the  article 

advertised.     If  no  such  reasons  exist  they  must  be  created,  so  far  as  to  convince  him  that 

he  ought  to  buy. 

Unless  the  advertisement  is  convincing  it  is  of  little  use  in  drawing  trade.     Take  the 

Goddard,  Kelly  Shoe  Go's  advertisement.     Here  is  an  advertisement  that  is  intended 


JTftlTk  Tffl   A7UT* 
CHILDREN'S 

^  FOOTWEAR 


wr 


dren's  Welt  Shoes  are 
the  best  k<  id  made  for  ser- 
vice. Thty  are  smooth 
and  flexible  and  do  not 
burn  or  tire  tbr  feet  _  .  . 


58 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Dainty  Wash  Goods 


"THE  SILK  STORE"  showing  of  Wash  Goods  for  spring 
*  and  summer  wear  embraces  a  large  variety  of  beauti- 
ful materials  In  exclusive  Interpretations  of  UK  fashion- 
able colorings  and  patterns. 

Here  in  ilry  Muilliu,  OginJUi.  Itatliir,,  silk  Mullj,  .nd 
Tl>»oej.  In  lh«  dalntfeit  »id*«  lnu(lMM<- 1  tompltu  line 
«l  Whlt»MercefU*d'abflc»forwibtiin<JiulO;  indite  M«f. 
cef  He  J  Cotton  Suiting,  especially  woven  to  thlrtwibl  weir 

The  enlte  collection  Is  unsurpassed  In  Its  combination  of 
daintiness  and  utility.  All  the  approved  materials  are 
amply  represented,  and  in  colorings  and  patterns  which 
are  sure  to  excite  your  commendation. 


Gerretson  Silh  Co. 


"Th.   Sllh   Store' 


10<?  WUcon.ln  St. 


mainly  to  educate  the  mother  on  the  children's  shoe  question.  Note  this:  "They  are 
smooth  and  flexible  and  do  not  burn  or  tire  the  feet."  The  smoothness  and  flexibility 
refer  to  the  inner  soles,  but  it  does  not  say  so.  The  whole  text  is  composed  of  mere  gen- 
eral statements  that  will  not  convince.  There  is  no  "reason  why"  given. 

The  advertisement  intend- 
ed to  persuade  men  and  women 
to  try  new  lines  of  goods  must 
be  exceptionally  clever.  These 
people  are  satisfied  with  the 
lines  being  used.  The  copy 
that  will  reach  them  must 
clearly  show  up  the  strong 
points  of  the  product  adver- 
tised, and  at  the  same  time 
point  out  in  an  inoffensive 
manner  the  weak  points  of  the 
other  makes. 

Buyers  may  also  be  divided 
into  two  classes,  as  follows: 
The  one  consisting  of  persons 
whose  selections  are  governed 
by  fashion  as  represented  in 
the  style  and  pattern  in  vogue  at  the  time;  the  other,  of  those  who  regard  quality  and 
cheapness  the  controlling  inducements  to  purchase. 

To  get  the  attention  of  the  first  class  the  advertisement  must  present  the  kind  of 
matter  that  will  make  prominent  the  fashionable  side  of  dress.  It  must  dilate  upon  the 
article  from  its  desirability,  from  the  point  of  fashion.  It  must  point  out  its  vogue  in 
large  centers  and  its  use  by  persons  of  prominence  and  respectability. 

The  second  class,  on  the  other  hand,  do  not  care  so  much  about  fashion  as  they  do 
about  the  value  of  the  article  for  the  price.  If  it  is  fashionable,  as  well  as  cheap,  so  much 
the  better.  A  good  article  in  a  staple  style  is  more 
preferred  by  this  class  than  a  poor  one  made  after 
the  prevailing  fashions  of  the  hour. 

A  suggestion  to  the  former  class  may  often 
prove  sufficient,  but  the  facts  must  be  adroitly  ham- 
mered into  the  minds  of  the  latter. 

In  the  Gerretson  Silk  Go's  advertisement  we 
have  the  advertiser  suggesting  materials  in  vogue 
that  are  exclusive  in  patterns  and  coloring.  Such 
an  advertisement  will  sell  goods  to  the  wealthy  class 
of  buyers,  buyers  who  want  "the  proper  thing." 

The  same  advertisement  might  be  so  worded  as 
to  appeal  to  the  class  that  want  quality,  by  harping 
upon  the  high  quality  of  these  exclusive  wash  goods 
and  quoting  prices. 

The  Bedell  advertisement  is  intended  to  reach 
the  class  who  are  always  looking  for  goods  at  lower 
prices  than  they  should  be.  Both  advertisements 
are  good,  but  they  are  of  two  distinct  types. 

Buyers  may  also  be  divided  into  two  other  classes,  viz.,  men  and  women.  The  adver- 
tisement directed  to  the  women  readers  must  invariably  give  more  detail  than  that  printed 
for  the  eyes  of  the  men.  Women  like  lots  of  detail — men  dread  it.  Women  are  more 
suspicious  of  advertising  statements  than  men.  The  woman  always  wants  to  know  the 
"reason  why"  before  she  can  be  persuaded  to  believe  what  is  said.  Men  will  accept  as 
true  any  statement  that  does  not  appear  false  and  when  examining  the  article  advertised 


.  Broadcloth  Skirts  $) 
Smart  New  Design, 


Deep  Gusters  of  Kilts 

at  fool   of   Hurt   jiving   unusually  { 
stylish  eflKI  to  'he  f  jshwiubk  new 
model.    Artistically  finished  in  every  | 
Jruil,  made  o< 

Imported 
Broadcloths, 

of  the  best  wool  Hind  tailored 
Trimmed  with  straps  of  same  mJ 
terial.  Popular  walking  length 
Black.  blue  and  brown.  One  of  til 
smartest  skirts  we've  ever  had 

Friday  Only,  *(J.»8 

Duplicate    quality    can't    be    found  ] 
under  (to  00 

Alterations   FREE. 

1HL£    AT    BOTH     SlOfES 


CLASSES  OF  BUYERS 


59 


uses  his  own  judgment  as  to  its  value.  The  advertisement  exploiting  women's  dress 
should  be  replete  with  detail.  It  is  quite  different  with  the  masculine  member  of  the 
genus  homo.  He  wants  to  know  what  the  goods  are  made  of,  and  the  style,  but  he  is 
not  so  particular  as  to  the  number  of  stitches  used  in  its  manufacture.  There  is  more 
humor  in  his  composition,  consequently  a 
joke  or  a  "wee  bit"  humor  will  often  help 
the  advertiser.  A  bright,  snappy  story  is 
what  the  man  wants  in  the  advertisement, 
and  the  advertiser  should  study  to  give  him 
what  he  likes.  Women  are  much  more 
serious,  and  an  advertisement  to  convince 
them  must  be  serious  and  informative. 

In  advertising  women's  apparel  a  full 
description  is  necessary.  Women  are  close 
followers  of  style.  They  know  what  is  in 
vogue  even  in  men's  wear  long  before  the 
men  do  themselves.  It  is  necessary  then  in 
giving  the  description  of  woman's  apparel, 
to  tell  the  whole  story.  It  is  a  good  plan 
to  hint  at  the  exclusiveness  of  the  style, 
when  it  can  be  safely  done.  The  price 


<$imf*$on  Cnuvford  Gv. 

J  jajnMzis*Tvar-sniEiiisf 

Foreign  &  domestic  wash  golods 
sensationally  priced 


THIS  sale  will  surely  establish  a  new  selling  record  in 
new  bargain  epoch — such  values  hive  no  parallel  in  the  hi; 


The  purcru 


large— the 

eal  two  day  salt — a  men 
when  high  grade  lorei^i 
f  the  wash  goods  season 


^  height  ol  the  wash  goods  season  II  the  lo 

IS. 000  Yard 
the  season's 
at  25  to  33'i  per  cent,  less  than  rcgul 

Not  old.  passe  styles,  but  new,  fresh,  iip-lo-thr-winnle  j 
II  as  checks  tnl  plaids  now  so  popular,  and  alsj  J.ils. 
and  dainty,  and  the  correct  (attics  fur  lashiotubte  bumm 
t  (or  you  lo  wear  this  Summer.  . 


ash  goods — a 
ry  of  our  store, 
varied— that  we're  going  to 
that  will  mark  this  event  as 
wash  goods  were  sold  right 
•ices  ever  quoted.  *umnoor. 


I9c 


of  sheer  Summer  wash  goods  Including    4  f\  v 
the  season's  most  popular  and  most  wanted  fabrics.    I  vfl  . 
prices.   '  «/v' 

•ii.-!i  veilinrs  in  plain  shades. 


WaiMble  voiei  in  plain  Hades,  ivorj,  tag.  brown. 
•».•!«•• «e> 

Cao.»  uUr«s  to  plain  shades-look  tte  linen 
-wM«.  n».  •(,.  Mn.  «CU  MM.  MKI |M 

Fine  batiste  an]  mpunfd  dimities,  fcral  rHects— 


XUetrlce. ».»/....:;. ttt 

fint  <ale  of  domestic  foods;  rood,  staple  dress 

.  _*»-4«<.  wtot->««t  , „ S«> 

Oambrays,  food   coloring,    37    inches    wide— 


Silk  nrpodies — newest  French. 

t*     tnlrnt    o«    vh'U     lnnj^l  - 

»  mn,  cv«,«->-«      i»e> 

J-iencti  pruned  tfiess  nets— yard 

(•-•ml  4n,r-- T»« WO 

Mdn  -inon  and  Penan  lawn— 


.     . 
Dotted  i»ilMI     Ibo  fanc 

*-1*t 

Pviftt\     duck     suitings— 


,Vj.st    materials— tn    mediui 


rat  ..; 25*  • 

s.»iv  •out/  i«  ^on- 


quoted  should  always  be  made  to  appear 
as  extremely  low  for  the  quality,  for  women 
are  jnveterate  bargain  hunters. 

The  Simpson  Crawford  Co's  advertise- 
ment is  a  fair  example  of  the  kind  of  adver- 
tisements women  like  to  read.     Every  word  of  such  an  advertisement  will  be  devoured 
before  breakfast — every  price  mentally  commented  upon. 

The  advertisements  of  the  Freeman-Church  Company  and  of  the  Palace  Clothing 
Co.  are  the  kind  men  will  read  and  put  their  faith  in.  They  give  enough  detail  and 
enough  information  for  most  men.  The  advertisement  of  the  Freeman-Church  Com- 
pany is  written  in  a  snappy  manner,  while  the  Palace  Clothing  Co. 
stick  closely  to  a  plain  statement  of 
facts.  Both  styles  are  good. 

It  is  perhaps  more  difficult  to  ad- 
vertise successfully  to  women  than  to 
men.  They  are  much  more  critical  of 
both  the  articles  offered  and  the  manner 
in  which  the  offering  is  presented. 

The  advertiser  who  wishes  to  suc- 
ceed in  advertising  to  women  must 
study  women.  He  must  not  only  study 
her  from  a  social  standpoint,  but  from 
behind  the  counter  in  the  store.  He 
must  note  the  points  of  the  articles  to 
be  offered  that  draws  her  attention  to 
them.  He  must  note  her  impressions  of 
the  style,  how  she  regards  the  price, 
etc. 

There  will  be  many  readers  of  this 
chapter  who  will  say,  "If  a  man  adver- 
tises an   article  in  a  plain,  straightforward  way  it  is  all  that  is  necessary."     They  are 
wrong,  and  with  but  little  study  of  the  matter  they  can  soon  convince  themselves  that 
advertising  is  more  than  plain  statements.     In  fact,  the  writer  is  convinced  that  there  is 
more  in  this  subject  of  "classes  of  buyers"  than  is  usually  believed,  even  among  experts. 


a  thine  ai 
:sty"  effect. 


Then  il  I 
overdoing  the. 
Our  styles  avoid  these  comic 
extremes.  Here  is  the  njht 
lit— not  exaiferated— lor  iht 
modem,  proxrtssive,  athletic 

To-day  we  mention  <  spec- 
ial Black  Suit  at  $15. 

It  it  a  wonder. 

Yes,  It's  soft,  noo-shinable, 
durable,  and  fait  black. 

Rcad>that  line  again. 

Some  would  call  it  t  chev- 
iot nail 

It  Isn't.  It's  better,  better 
appearing  and  more  durable. 

Sells  (or  ilS. 

No,  It  wasn't  marked  down 
from  $20.  But  it's  worth  $20. 

Style  with  us  is.  as  great  a 
factor  in  January  as  it  Is  Octo- 
ber 1. 

Remember  that 


Buy  $1  Shirts 
Here  To-Day 
Only  55c 


00 


HOW  TO  ADVERTISE  A  HETAIL  STORE 


sriiooi 


SHOES 


ALL    PRICES 


$1.50 


} 


CHAPTER  XIII 

TIMELINESS  IN  ADVERTISING 

ADVERTISING  is  no  exception  to  the  rule  that  there  is  "a  time  for  everything." 
To  be  effective  and  operative  an  advertisement  must  !><•  timely.     We  can  pick 
up  almost  any  newspaper  and  find  one  or  more  untimely  advertisements.     It  is 
surprising  the  number  that  are  so  ill-timed.     Chritsmas  advertisements  may  be  found  in 
January  papers,  summer  floods  are  advertised  as  cool  and  comfortable  in  October.     An 
advertisement  that  appeared  in  a  Burlington,  N.  J.  paper  dated  January  10th,  read: 

"Holiday  buying  is  now  well  under  way  at  Blank  Bros.'  store,  201  High 
street,  Burlington.  They  offer  Morris  chairs,  rockers,  hall  racks,  hand- 
some framed  engravings,  pictures  and  frames,  oil  heaters,  conches,  and 
a  great  big  list  of  other  articles  suitable  for  holiday  gifts.  Special  offer — 
25  trolley  tickets  free  to  every  customer  who  buys  $10  worth.  A  pound 
of  fine  candy  free  to  every  customer  who  buys  $1  worth  of  Christmas  toys." 

This  advertisement  occupied  ten  good  inches  of  space  which  Blank  Bros,  were  paying 
for.  It  was  not  only  a  waste  of  money  but  a  positive  detriment  to  that  store.  Many  of 
the  readers  of  that  paper,  no  doubt,  made  a  mental  note  of  the  "unprogressiveness"  of 
that  firm.  Such  a  method  of  advertising  is  more  harmful  than  otherwise.  The  good 

it  may  have  done  before  the  holidays  was  more 
than  counterbalanced  by  the  harm  it  did  after  that 
time. 

There  are  certain  lines  of  goods  that  can  only  be 
exploited  profitably  in  their  season.  Straw  hats  can- 
not be  sold  in  winter  no  matter  what  the  price  set  upon 
them.  The  season  for  selling  straw  hats  is  usually 
short.  The  advertising  of  straw  hats  must  be  done 
during  that  season  or  not  at  all.  This  is  only  one 
instance  of  lines  that  can  only  be  profitably  advertised 
in  their  season.  There  are  several  others.  But  there 
are  many  lines  that  can  be  profitably  advertised  at 
any  time,  although  of  use  only  in  certain  seasons  of 
the  year.  Coal,  for  instance,  is  used  principally  for 
heating  purposes  during  the  cold  weather,  yet  coal 
can  be  sold  at  any  time  of  the  year.  During  the 
"strike  talk"  in  the  spring  of  1906  there  were  many 
tons  of  coal  sold,  at  advanced  prices,  for  consumption 
during  the  following  winter.  The  coal  dealers  who 
seized  the  opportunity  that  presented  itself  for  timely 
advertising  profited  from  the  fact  that  a  strike  was 
imminent. 

Sometimes  public  events  of  a  quiet  nature  lend  themselves  to  the  demand  for  certain 
articles  that  are  little  called  for  when  these  events  have  passed.  The  advertiser  of  these 
articles  who  follows  the  example  of  the  "early  worm"  on  such  occasions  is  apt  to  find  his 
account  in  it.  When  Lord  Beaconsfield's  birthday  arrives  in  England  the  demand  for 
the  primrose,  which  was  his  favorite  flower,  is  great.  Presumably  the  enterprising  florists 
are  prepared  to  meet  it,  but  those  who  sell  the  most  primroses  will  be  the  ones  who  have 
chosen  the  proper  moment  in  which  to  publish  and  parade  their  goods. 


SCHOOL  AGAIN 


'LMELIXESS  IN  ADVERTISING 


To  put  for\v;>nl  another  instance:  Suppose  some  great 
occasion  brought  thousands  together  to  engage  in  a 
special  programme  of  exercises  at  Lincoln's  grave.  All 
the  papers  in  the  country  would  be  obliged  to  make 
prominent  news  of  the  event.  A  publisher,  therefore,  who 
bas  either  an  old  or  a  new  life  of  Lincoln  should  make 
a  prompt  effort  to  catch  the  force  of  this  public  attention 
— not  only  in  disseminating  publicity  concerning  this  vol- 
ume among  the  assembled  cili/.ens  but  in  the  press  at 
large,  for  the  whole  country  when  such  an  affair  is  upper- 
most could  then  be  most  effectively  reached. 

In  retail  advertising  there  are  six  great  seasons  to  be 
considered.  They  are,  in  the  order  named,  Easter, 
Spring,  Summer,  Kail,  Winter  and  Christmas. 

These  seasons  require  special  efforts  on  the  part  of  the 
advertiser.  His  Easter  advertisements  should  proclaim 
the  idea  of  something  new.  His  spring  advertisements 
should  herald  the  opening  of  new  goods.  Summer  ad- 
vertisements should  impress  upon  tired  and  perspiring 
humanity  the  beauty  and  comfort  of  the  summer  lines. 
Kail  and  winter  advertisements  should  remark  the  sta- 
bility and  wear-resisting  qualities  of  the  goods,  and 
Christmas  advertisements  should  burst  forth  with 

thoughts  of  "peace 


61 


Correct 

Easter 
Millinery 


AN  EASTER  LILY 


Diamonds    for 
the  Bride 


OiMUH    Sllilim 
ftlqi.  W5 


Tllllf     KtCing     RIIJJ,     ill 
•elgtiti.  I3.SO  II  SIO 


mb>.  Sari  PlM.  01 


E.  J.  SCHEER  &  CO, 

144  Muin  Street  East 


A  JUNE   BRIDE 


on    earth,   good    will 
towards  man." 

Some     merchants 

seem  to  think  that  because  they  do  a  good  business 
at  these  seasons  of  the  year  that  they  need  pay  but 
scant  attention  to  their  advertisements  between  sea- 
sons. While  we  believe  it  is  far  more  profitable  for 
the  merchant  to  do  more  advertising  at  a  season 
when  people  are  in  a  buying  mood,  we  think  it  just 
as  advisable  to  make  an  extra  effort  when  it  requires 
a  club  to  make  them  buy.  The  best  club  to  use  is 
advertising. 

The  Easter  season  should  be  made  the  most  of 
by  retailers  of  everything  wearable,  as  it  is  a  general 
time  for  new  things.  Nearly  every  one  has  some 
lurking  superstition  about  the  luck  of  having  some- 
thing new  to  wear  at  Easter.  It's  the  advertising 
retailer  who  does  the  largest  Easter  business.  He 
gets  the  cream  of  the  trade  at  that  time,  the  non- 
advertiser  gets  the  skim  milk,  and  mighty  blue  it  is 
sometimes. 

Selling  a  woman  her  Easter  footwear  means  to  the 
retailer  more  than  the  profit  he  may  make  on  the 
single  transaction,  for  the  merchant  who  sells  Easter 
shoes  to  a  woman  stands  the  biggest  kind  of  a  chance 
of  selling  her  every  shoe  she  wears  during  the  whole 
year.  Still  more  than  that,  he  may  capture  the 
trade  of  the  customer's  dearest  friends,  for  a  woman 
will  talk  about  the  things  she  buys.  "A  satisfied 
customer  is  a  store's  best  advertisement." 

The  spring  season  is  sometimes  dwarfed  by  the 


62 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


fact  that  Easter  comes  so  close  to  it,  nevertheless,  after  the  Easter  campaign  is  over,  then 
comes  that  of  spring.  During  this  season  the  merchant  should  keep  the  beauties  of  the 
new  styles  continually  before  the  people.  He  should  present  some  new  thing  in  each 


To  Day 


Children's  Day 

and  the  last  day 

0/*" 

ExpqsitionWeele 


The  Birtjiday 
of  Old  Glory 


Honor    in 
b«ndred 

«W.Bl>-n«htb 

birthtU)-.  "Lrt  it 
rat,  Irt  it  ri«  til 
It  m«l  UK  SOD  m 
hn  comiT>«;  In  tor  cdrt.frt 
lijlit  of  th.  nj'iriimg  rl.l 
II  and  th.  parting  d«y 
li»s»r  «txi  piny  on  Hi , urn- 
tut  "  It  h» Dominion 
ptrraanrat  ijrfml  and  will 
e«»r  R  lh»  .t.mlnnj  of 
liberty  and  fmxIxm-UM 
Uontr  of  th.  fan-most 
utioo  of  Uwrirth.  Itwui 
bom  hm-M  n«  no!  for- 
f«t  thn.  «b.iv«  .11  otben, 
M  obxm  lU  binbdar. 

Hug  out  your  Flij 


AWrshall  Field  &Gmpany 


WILLIAM  H.  WANAMAKER 

OolblnJ  M  jnulac  tnrer  for  Old  ud  Young  Amcrxli 
1  w.-ltlh  and  Market  Streets 


CHILDREN!?  DAY 


Tl  IK  GIjORIOUS  FOlK'l'II 


advertisciiKMit,  and  if  he  runs  short  of  new  styles  to  tell  about,  he  should  present  them 
all  over  again,  one  at  a  time,  in  a  new  liglit. 

During  the  summer  he  must  use  all  the  ingenuity  at  his  command.  He  must  dilute 
upon  the  sc;is()ii:il)leiicss  of  his  summer  lines;  tell  how  comfortable  and  cool  they  are, 
and  how  sightly.  He  should  make  special  inducements  during  the  dog  days.  At  that 
time  he  should  let  prices  talk.  Where  he  relied  upon  seasonableness  for  his  Easter  and 
spring  arguments  he  must  now  rely  upon  cheapness  of  price. 


May  29th. 

What's  on  for  Decoration  Day?  No  better  day  made  to 
put  on  a  new  straw  hat,  no  better  straws  made  than 
YOUNG'S.  Eight  Young's  stores  at  your  service  all 
day  Tuesday  (Stores  closed  Wednesday). 


$2.00  and  up. 


605-7-9  Bco.dw, 
m  BroidwlT.  nur  Ocy  St. 
»4»  Broadway,  nur  MthSt. 
1177  BroidwjT,  our  23th  St. 


*r  Houston  St. 
1354  BroidVav.  cxu  JSth  St. 
500  Filth  Ave.,  nor  424  Si. 
«ar  F.ltoo  St. 


THE  HORSE  SHOW 


Only  Brooklyn  3>«a>  37t  F«I>aa  Sk>  "Pt-  Ci" 

DECORATION  DAY 


The  fall  season  is  more  marked  in  the  advertising  campaigns  of  some  merchants  than 
in  others.  The  nature  of  the  goods  carried  makes  this  necessary.  The  weather  often 
has  a  great  deal  to  do  with  it. 


TIMELINESS  IN  ADVERTISING 


63 


In  September  the  dry  goods  merchant  is  busy  cutting  dress  lengths,  whether  the  season 
be  line  or  wet.  The  shoe  merchant  quietly  awaits  his  turn,  while  the  weather  continues 
fine  and  dry.  Hut  let  the  mouth  set  in  cold  and  wet,  and  the  canvas  oxfords  and  tan  outing 
shoes  arc  quickly  exchanged  for  the  new  fall  styles. 

While  it  depends  upon  the  weather,  to  a  certain  extent,  when  the  fall  selling  sets  in, 
the  shocmun  cannot  afford  to  be  backward  with   his 
^advertising.     He  must  follow  it  up  day  by  day,  with 
his  story  of  the   new  styles,  their  nobby  appearance, 
and   their  fitting  qualities. 

In  the  winter  season,  too,  the  character  of  the 
merchandise  carried  affects  the  sales.  Kurs  sell  on 
sight,  while  wall  paper  must  be  particularly  required 
or  it  must  wait  till  spring  for  a  purchaser.  Yet 
continued  and  convincing  advertising  will  -sell  the 
most  unseasonable  goods.  Not  in  large  quantities, 
but  for  small  favors  let  us  be  thankful.  Shoes  for 
evening  wear  and  heavv  lines  for  heavy  weather  are 
the  lines  for  the  foot-furnisher  to  push. 

The  clothier  pushes  overcoats  now  almost  to  the 
exclusion  of  suits.  The  department  store  exploits 
cloaks  and  furs  and  tailored  suits  almost  forgetting 
goods  and  kindred  lines. 


He  will  be  fare  to  ap- 
preciate it.      Our  stock 
was  never  larger   and 
we  are  sure  we  can  save 
your  purchase 


A  JOLLY   "SANTA" 


The  Christmas  and  Holidav  season  is  one  that  most 

retailers  find  particularly  resultful  in  sales.  There  is  hardly  any  line  that  cannot  be 
pushed  at  this  season  of  the  year  as  gifts.  The  camera  man  may  not  sell  many  cameras 
during  November,  but  with  the  coming  of  December  his  business  becomes  brisk  again 
provided  he  takes  advantage  of  the  timeliness  of  the  season  and  advertises  cameras  as 
suitable  Christmas  gifts.  At  this  season  both  young  and  old  are  on  the  lookout  for 

something  appropriate  for  the  season.  Useful  gifts  of 
late  years  are  taking  the  place  of  the  useless  things 
that  were  formerly  exchanged  among  friends  as  a  re- 
membrance of  the  season.  Advertising  brought  about 
the  change. 

At  this  season  particularly  should  extra'  large 
spaces  be  used  in  the  newspapers  by  the  retailer. 
His  story  is  long  and  he  has  so  short  a  time  in  which  to 
tell  it  that  he  cannot  afford  to  have  any  of  it  missed. 

There  should  be  a  lot  of  life  thrown  into  the  holi- 
day advertising  campaign.  It  is  at  best  crowded  into 
a  few  days'  selling.  The  public  should  be  continually 
urged  to  make  early  purchases,  the  argument  of  "bet- 
ter choice"  being  presented.  In  this  way,  the  selling 
season  for  holiday  goods  can  be  expanded  by  a 
few  days.  But  few  will  make  purchases  before  De- 
cember 1st,  but  from  then  until  midnight  on  Christ- 
mas Eve  the  purchasing  crowd  will  gradually  increase 
until  congestion  comes  on  the  24th,  and  then — it's 
all  over.  But  even  then  the  merchant  should  make  a 
last  effort  to  clean  up  on  holiday  lines  by  cutting  the 
price  deeply  for  those  desiring  to  purchase  gifts  for 

New  Year's.  The  average  merchant  in  the  smaller  cities  is  backward  about  spending 
money  for  advertising  space  in  what  he  is  pleased  to  term  the  dull  seasons  of  the 
year.  He  has  been  led  to  believe  that  there  is  a  dull  season;  it  has  been  bred  into  his 
bone,  and  taught  him  from  his  youth  up  and  he  does  his  best  to  carry  out  the  tradition. 
He  tells  everyone  that  "business  is  flat."  He  stops  advertising.  He  becomes  lax  in 


THANKSGIVING 


64 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


ST.   VALENTINE'S   DAY 


the  conduct  of  his  business.     He  and  his  clerks  are  list- 
less.    Everything  soon  points  to  inactivity. 

He  waits  until  business  prospects  are  better  before 
using  the  newspapers  again  in  the  hope  that  he  will  get  a 
larger  return  for  his  investment.  Some  there  are  who  do 
not  entirely  cease  advertising  but  they  might  better  ddi 
so.  They  will  leave  an  untimely  advertisement  standing 
for  weeks  at  a  time.  This  class  expect  to  do  a  little  all 
the  time  and  are  out  for  all  they  can  get.  But  tin  y  do 
not  take  much  interest  in  telling  the  people  what  to  buy. 
They  are  even  forgetful  that  the  public  needs  reminding 
constantly  of  the  store  and  its  merchandise. 

When  he  expects  a  busy  season  he  takes  a  large  space 

to  try  to  overcome  the  effect  of  his  apathy  during  his  dull  season.  This  sort  of  adver- 
tising is  as  expensive  as  continuous  advertising  and  not  so  effective.  N<>\\  that  the 
newspaper  will  allow  advertisements  to  be  changed  every  issue  the  merchant  should 
s'low  enough  interest  in  them  to  tell  his  story  in  a  bright  and  cheerful  way.  He 
should  get  his  store  talked 
about.  He  should  make  it  the 
headquarters  for  those  seeking 
values. 

Methods  of  advertising  have 
materially  changed  in  the  past 
few  years.  Ten  years  ago  the 
summer  season,  beginning  in 
June,  saw  a  reduction  in  ad- 
vertising space.  The  feeling 
prevailed  that  it  was  the  dull 
season  of  the  year  and  that 
people  would  not  buy,  as  they 
were  about  to  begin  the  vaca- 
tion season.  Shrewd  advertis- 
ers saw  their  chance  and  ad- 
vertised more  liberally  than  had 
been  the  custom.  Competition 
was  sharp  and  there  was  a 

struggle  for  what  money  there  was  afloat.  The  idea  has  grown,  and  now  the  man 
who  wants  the  buyers  to  come  to  him  has  to  be  as  sharp  in  calling  attention  to  his 
wares  during  the  summer  season,  as  he  has  at  any  other  time  of  the  year.  Given  a 
good  medium,  the  man  who  advertises  all  the  year  around  is  the  man  who  has  the  largest 
measure  of  success. 

Besides  the  seasons  mentioned  above  the  retail  advertiser  has  other  important  events 
worthy  of  his  attention.  Public  holidays  are  being  more  regularly  celebrated  than  ever 
before,  and  the  retailers  of  many  lines  can  make  capital  out  of  them.  The  principal 
holidays  and  events  of  importance  are: 


HANKSGIVING 


Ik*  b<tt  otaho  and  £...1  v  ill  i..  nil. 

TV  *r/i  brtwm,  Th.ii.ksKi>  in  » 
tnaa  »i»  hu»T  OIK-»  in  our  »ti  i 
an  nele.-t.nit  Ih.  ir  tifra-nu  1. 

and  an  thru  liv  cnaUcd  to  <!••  rri'.r.   nt  l<  i  -MI  r  anj 
bare  the  larger  Block  to  aclcet  (nun. 

Thiir  i«  no  ttore  in    Ihr   rity    lulf   a<    it.  II 

d  t>,  Hupj.lv  auitaM.    . 

pvuit;  f»r  all  |«T»O«X,  a»  ourv     V.  •    liaw     ju»t 

^_  UK  niriil  thin*  for  nenoav.     HUMOMM   «n.1 

'  I  IKS.. I  KWKI.KV, 

ri/X-KK.  OilNAMKNTS.  (  L'T  lil.AKS.  MI.VKKWAHK.    HKMC    AllTI- 
fl.KN,  TOII.KT   AltTin.KH.  I  SIUKKI.LAH.  OI'EHA  (.LASsKS,  LKATH- 
KU  CKKMIK.  JOTTEHY,  Kir. 
Kvrrymw  I-  MI""  IA  bur  until*1  gift!  f^r  niri«tini«  W>ir  i"rt  W»k  around  «Mir 


f ','  //,    _  t     Wt  will  (Udly  l«>  <war  my  artKK  until  Xm»s  il  doirrd 
A)fi  t/H-J  J  •  i 


THANKSGIVING 


New  Year's  Day. 
Lincoln's  Birthday. 
Washington's  Birthday. 
St.  Patrick's  Day. 
Good  Friday  and  Easter. 


April  Fool's  Day. 
May  Day. 
Decoration  Day. 
June  weddings. 
Graduation. 


Fourth  of  July. 
Summer  vacation. 
Labor  Day. 
Thanksgiving  Day. 
Christmas  Day. 


Most  of  these  days  in  passing  can  be  made  to  help  along  some  retailers.  Some  of 
them  are  of  use  to  all  retailers. 

A  writer  in  Printer's  Ink  has  compiled  a  list  of  the  holidays  generally  observed  in  the^ 
United  States.  They  are  given  on  the  following  page : 


TIMELINESS  IN  ADVERTISING 


65 


New  Year's  Day. 
Franklin's  Birthday  (Jan.  17th). 
Lincoln's  Birthday   (Feb.    Hth). 
St.  Valentino's   Day   (Feb.   14th). 
Washington's  Birthday  (Feb.  22th). 
St.   Patrick's   Day   (March  17th). 
(iood   Fridav. 


Easter. 

Decoration  Day. 
Fourth  of  July. 
Labor  Day. 
Election  Day. 
Thanksgiving  Day. 
Christinas  Day 


There    arc    other    feasts    and    holidays   observed    in    certain    sections: 

In  the  South  there  are  the  Battle  of  New  Orleans  (Jan.  8th). 

General   Lee's  Birthday  (Jan.  19th). 

New  Orleans  Murdi-Gras  (February  or  March  of  each  year). 

Anniycrsary  of  Texan   Independence  (March  2d). 

Confederate  Memorial  Day  (April  2(>th  in  Mississippi,  Alabama,  Georgia 
and  Florida;  May  l()th  in  North  and  South 
Carolina;  second  Friday  in  May  in  Tennes- 
see). 

Jefferson  Davis's  Birthday  (June  3d). 

Massachusetts  observes  Patriots'  Day 
(April  19th). 

Pioneer's  Day  (July  24th)  is  a  holiday  in 
Utah. 

In  Vermont  the  Battle  of  Bennington 
(Aug.  Kith)  is  generally  observed." 

The  same  writer  in  commenting  upon  "The  Holiday 
in  Advertising"  says:  » 

"Some  of  these  events  could  be  made 
the  topics  of  advertisements  outside  their 
own  sections.  It  would  be  rather  a  pretty 
thing  to  call  attention  to  Confederate  Memor- 
ial Day  in  Northern  States,  for  example. 

"Besides  these,  there  are  the  birthdays  of 
great  authors,  artists,  musicians,  statesmen, 
soldiers,  patriots  and  celebrities  generally. 
The  birthdays  of  Shakespeare,  Milton,  Bee- 
thoven, Wagner,  MiciijUAngelo,  Rembrandt, 
Napoleon,  Frederick  the  Great,  and  other 
great  men  whose  names  are  known  every- 
where, could  be  utilized,  and  it  would  not  be 
bad  policy  to  observe  the  birthdays  of  living 
rulers,  as  King  Edward,  Emperor  Wilhelm 
and  the  President  of  France. 

"Robert  "Burns'  birthday  (Jan.  25th)  will 
not  be  overlooked  by  the  ad- writer  who  would 
stand  well  with  Scotch  patrons.     Such  atten- 
tion will  make  friends   among  the   foreign- 
born   elements   in   the    community   without 
antagonizing  factions.     Search  of  a  good  bi- 
ographical dictionary  will  reveal  ample  ma- 
terial, and  it  is  quite  possible  to  run  a  series  of  advertisements  in  which 
each  day  is  distinguished  by  some  such  event,  commemorated  in  a  brief 
paragraph.     Perhaps  portraits  could  be  used  for  illustrations. 

"As  an  educational  feature  such  advertisements  would  command  atten- 


ST.   VALENTINE'S  DAY 


66  HOW  TO  ADVERTISE  A  RETAIL  STORE 

tion  from  school  children,  while  every  person  of  intelligence  would  soon 
fall  into  the  habit  of  reading  the  advertisement  daily  for  this  interesting 
feature.  The  feature  need  occupy  but  a  few  lines  of  space.  Where  space 
in  dailies  is  out  of  the  question  the  feature  can  be  worked  up  into  daily 
window  cajds,  with  portraits.  After  a  week  or  two  for  the  public  to  grasp 
the  idea  such  a  window  would  attract  attention  regularly,  even  in  the 
crowded  business  districts  of  New  York  City." 

Here  is  an  example  of  timely  advertising  that  appeared  recently  in  a  Marshall,  Mich., 
paper,  and  shows  how  passing  events  may  be  taken  hold  of  by  the  advertiser. 

"If  Mrs.  Touse  had  had  a  gas  range,  this  would  not  have  happened. 
GASOLINE  STOVE  EXPLODED 

HILLSDALE,  July  12. — The  dwelling  house  of  Ira  Touse,  on 
Railroad  street,  was  burned  this  morning.  The  fire  was  caused  l>v  an 
explosion  of  a  gasoline  stove,  which  Mrs.  Touse  was  using  in  her 
work.  In  attempting  to  extinguish  the  flames  Mrs.  Touse  was  badly 
burned  on  the  hands,  and  her  clothes  were  also  considerably  burned. 
The  loss  is  total,  and  will  reach  $1,000,  with  $700  insurance. 
A  gas  range  is  cheaper,  etc.,  etc. — Gas  Company." 

This  advertisement  makes  use  of  an  event  that  all  had  heard  of  and  which,  no  doubt, 
was  fresh  in  the  minds  of  most  of  the  readers  of  the  papers.  There  are  many  news  items 
of  that  nature  that  might  be  used  as  examples  of  why  certain  articles  should  be  used  or 
why  they  should  not  l><-  used. 

Here  is  another  way  of  taking  advantage  of  outside  matters  in  advertising  one's  store. 
This  advertisement  appeared  in  a  Canadian  paper: 

NO  WONDER  SHE  DID! 

A  lady  visiting  one  of  our  customers,  who  has  two  Marshall  Ventilated 
Mattresses  in  his  house,  said:  "I  woke  up  this  morning  and  thought  I  was 
at  the  'King  Edward,'  where  we  stopped  last  week,  my  mattress  was  so 
luxurious." 

The  "King  Edward"  uses  the  Marshall  Mattress  in  all  its  best  rooms, 
and  it  undoubtedly  is  the  most  luxurious  mattress  in  the  world. 

The  "Rossin  House"  is  replacing  the  mattresses  in  their  swell  rooms  with 
the  Marshall  Mattress. 

The  C.  P.  R.  uses  them  in  all  their  "crack"  hotels. 

It  is  also  the  cheapest  mattress  in  the  world,  if  you  do  not  mind  a  few 
dollars  extra  when  you  are  buying,  as  they  last  a  lifetime. 

No  other  mattress  is  1-2-3  with  them.  The  price  is  $25.00 — no  more, 
no  less. 

The  J.  W.  Drake  Furniture  Co. 

By  way  of  explanation  we  might  say  that  the  "  King  Edward  "  mentioned  is  the  King 
Edward  Hotel,  of  Toronto,  the  finest  equipped  hotel  in  Canada.  The  C.  P.  R.  is  the 
Canadian  Pacific  Railway,  the  great  trunk  line  of  the  country  that  operates  many  hotels 
along  its  route  from  coast  to  coast.  It  can  easily  be  seen  then  that  the  prestige  these  cor- 
porations have  in  the  country  is  utilized  to  its  fullest  extent  in  an  effort  to  convince  the 
people  that  the  Marshall  mattress  is  the  best  to  be  had. 

The  reader  of  the  local  daily  newspaper,  if  he  is  wide-awake,  can  frequently  find 
reports  of  events  which  will  serve  as  a  text  on  which  to  write  a  good  advertisement.  For 
instance,  a  short  time  ago  an  accident  occurred  on  a  street  railway  in  Los  Angeles,  Cal., 


WlLLIA 


OODSCO. 


68 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


because  a  cast-off  shoe  was  wedged  in  the  track.  The  shoe  threw  one  car  from  the  rails, 
which  collided  with  another,  causing  considerable  damage  to  the  railroad  property  and 
some  injuries  to  the  passengers.  If  one  of  the  shoe  dealers  there  had  claimed  that  this 

shoe  was  a  fair  sample  of  the  solidity  and  durability  of 
his  shoes,  the  event  could  have  been  used  to  advantage  as 
an  advertisement. 

Once  in  a  while  there  is  a  report  from  some  city  near 
or  remote  that  a  person  has  found  money  or  lost  money 
through  the  custom  of  using  a  shoe  as  a  secret  bank  of  de- 
posit; and  by  taking  advantage  of  such  a  report,  a  shoe 
dealer  can  state:  "There  is  Always  Money  in  Our 
Shoes." 

The  alert  advertiser  keeps  his  eyes  and  ears  open  fc 
passing  events,  and  then  times  his  advertising  to  suit  the 
occasion.  Popular  sentiment  and  social  events  are  care- 
fully watched  for  cues  on  which  to  hang  advertising 
ideas.  Of  course,  tact  and  judgment  must  be  used,  not 
to  offend  people's  prejudices  or  sympathies.  Some  sad  and 
instructive  mistakes  have  been  made  along  this  line  by 
many  retailers.  Even'  word  in  the  advertisement  should  be 
looked  at  and  considered  from  the  standpoint'  of  the 
people  who  are  to  read  it.  If  it  is  going  to  impress  them 
favorably,  then  it  should  be  printed. 

Throughout  the  text  of  this  chapter  will  be  found  a 
number  of  advertisements  showing  the  typical  manner  in 
which  some  of  our  holidays  are  taken  advantage  of  in  the 
advertising  of  retail  stores. 

The  William  Barr  Dry  Goods  Co.  have  taken  advan- 
tage, as  do  most  large  stores,  of  their  anniversaries.  "Our  50th  Birthday  Cake"  is  an 
orignial  design,  but  one  that  was  hardly  worthy  of  its  object.  The  advertisement  was 
rendered  much  less  readable  by  having  it  set  in  such  a  manner  that  the  paper  had  to 
be  turned  around  before  it  could  be  read. 

The  Wanamaker  advertisement  is  out  of  the  ordinary,  and  while  not  intended  as  an 
advertisement  of  the  store  must  have  advertised  it  in  a  .manner  that  no  other  kind  of  adver- 
li sen icnt  could  have  done. 


CHAPTER  XIV 

THE  "TALKING  POINTS"  OF  THE  ARTICLE  ADVERTISED 

THE  retail  merchant  who  does  his  own  advertising  has  one  advantage  over  the  gen- 
eral run  of  advertising  managers  in  the  larger  stores.     He  is  handling  every  day 
the  articles  he  is  advertising;  he  usually  buys  them  himself  and  knows  the  reason 
why  he  selected  those  particular  ones  from  many.     Those  reasons  sometimes  are  the  very 
best  to  place  before  the  public.     The  advertising  manager  of  a  large  retail  store  may  be 
well  versed  in  a  general  way  with  the  goods  he  is  advertising,  but  his  duties  are  far  too 
onerous  to  allow  him  to  keep  posted  on  the  newest  styles,  and  with  the  fluctuations  of 
prices  from  time  to  time.     He  usually  has  to  depend  upon  the  buyer's  or  department 
manager's  word  for  the  facts  given  him. 

Buyers  are  usually  enthusiastic  about  their  own  purchases,  and  it  is  little  wonder  that 
they  are  sometimes  led  to  exaggerate  in  the  information  given  to  the  advertising  man. 
The  details  given  are  accepted  as  facts,  and  if  not  correct  the  error  almost  invariably 
creeps  into  the  newspaper. 


THE   "TALKING  POINTS"   OF  THE  ARTICLE  ADVERTISED       69 

The  retailor  then  has  the  advantage  of  knowing  absolutely  that  his  statements  are 
truthful  unless  he  deliberately  tells  a  falsehood.  The  merchant  who  sets  out  to  gain 
business  by  misrepresentation  will  soon  find  that  he  is  losing,  instead  of  gaining  it.  Busi- 
ness integrity  is  the  retailer's  greatest  asset.  He  should  at  all  times  be  cautious  not  to 
abuse  this  asset,  or  he  will  find  some  day  a  great  shrinkage  in  its  value. 

It  is  one  thing,  however,  for  a  merchant  to  know  all  about  his  goods,  and  quite  another 
thing  to  l>e  able  to  tell  the  prospective  customer  "about  them.  The  reason  for  this  is  not 
far  to  seek.  The  retailer,  at  a  glance,  knows  the  value  of  the  article,  the  good  points, 
the  poor  ones,  what  kind  of  trade  it  will  suit,  and  so  on.  He  knows  this  by  intuition, 
by  comparison  with  others,  and  from  his  experience  with  others.  He  does  not  take  time 
to  begin  at  the  beginning,  and  take  up  each  point  at  a  time.  It  is  not  necessary,  because 
he  is  so  used  to  judging  articles  of  similar  make  and  style  that  one  glance  unconsciously 
takes  in  all.  Hut  the  customer  must  be  told  about  the  article  from  his  or  her  standpoint. 
They  cannot  judge  as  readily  as  the  merchant,  so  the  process  must  be  treated  point  by 
point.  The  merchant,  perhaps,  would  not  make  a  very  good  analysis  of  an  article  in 
regard  to  its  selling  qualities,  without  some  thought,  yet  the  minute  he  sets  his  eyes  on  it 
he  can  declare,  almost  infallibly,  that  it  is  a  good  selling  article,  or  that  it  is  not  a  good 
one  for  his  trade. 

The  advertiser  should  learn  to  analyze  the  article,  so  that  he  can  present  the  best 
points  in  his  advertisements.  Every  article  has  some  good  points,  and  many  have  some 
verv  superior  ones  over  others  of  similar  make. 

To  analyze  an  article  he  should  first  of  all  know  the  following  facts: 

1.  What  the  article  is. 

2.  What  it  is  used  for. 

3.  Why  it  should  be  used. 

4.  Who  uses,  or  who  can  use  it. 

5.  The  price,  in  comparison  with  other  prices. 

6.  Where  and  how  the  article  is  made. 

7.  What  it  is  made  of. 

8.  Its  advantages  over  similar  articles. 

Suppose,  then,  for  the  purpose  of  illustrating  how  this  analysis  may  be  made,  that  we 
take  a  line  of  shoes  and  analyze  them.  We  will  at  the  same  time  pick  out  good  talking 
points  about  them  and  note  any  phrases  that  may  present  themselves  as  of  advertising 
value. 

Suppose  we  take  a  line  of  shoes  that  are  advertised  as  Peerless  brand  and  which  sell 
at  $3  per  pair.  They  are  made  only  for  women. 

ANALYSIS 

1.  THE  ARTICLE  TO  BE  ADVERTISED. 

(a)  Peerless  $3  shoe  for  women. 
Comfort  in  every  step. 

2.  WHAT  IT  is  USED  FOR. 

(a)  Protection  for  the  feet. 

All  women  must  wear  shoes  of  some  kind;  why  not  Peerless? 

(b)  Style. 

The  newest  fads  and  fancies. 
The  sensible  every-ddy  styles. 
Comfort  styles  for  elderly  ladies. 
A  stylish  shoe  sets  off  a  pretty  costume. 


70  HOW  TO  ADVERTISE  A  RETAIL  STORE 

(c)  Fit. 

Many  sizes  and  widths. 
Measurements  always  accurate. 
Special  measurements  for  special  cases. 
It's  tfie  fit  that  gives  a  shoe  style. 

(d)  Comfort. 
Easy  walking. 

Pliable  and  flexible  soles. 

Special  care  in  lasting. 

No  roughness  in  linings  or  soles. 

No  tacks  nor  threads. 

A  perfect  fitting  shoe  makes  walking  easy. 

3.  WHY  THEY  SHOULD  BE  WOHN. 

(a)  Because  they  are  stylish — 

For  Dress  wear. 

For  Street  wear. 

For  Any  wear. 
(6)  Because  they  are  reasonable  in  price. 

(c)  Because  they  fit  j>erfectly. 

(d)  Because  they  are  comfortable. 

//  a  woman's  shoes  look  well  her  feet  will  look  well. 

4.  WHO  WEAR  THEM,  OR  WHO  CAN  WEAR  THEM. 

(a)  The  woman  of  fashion. 
(6)  The  comfort  loving  woman. 

The  particular  woman. 

The  rich  and  the  poor. 

The  maid  and  the  mistress. 
A  style  for  every  walk  in  life. 

5.  THE  PRICE. 

(a)  Always  $3. 

(6)   Same  style  and  comfort  as  higher  priced  shoes. 

(c)  Any  woman  can  afford  $3  for  Peerless  shoes  because  she  always  gets  $3  value. 

(d)  Many  higher  priced  shoes  wear  no  better. 

(e)  Cheaper  than  lower  priced  shoes  because  always  full  value  for  the  price. 
$4  Wear,  $5  Style,  for  $3  cash. 

6.  WHERE  AND  How  MADE. 

(a)  Rochester,  N.  Y. 

Leading  city  in  America  in  the  manufacture  of  ladies'  fine  shoes. 
(6)  Sanitary  factory. 

Light  and  airy  surroundings. 

Skilled  workmen. 

(c)  Thorough  inspection. 

Must  be  up  to  the  Peerless  standard,  or  the  Peerless  brand  is  not  placed  on 
them. 

(d)  Goodyear  welts. 
Equal  to  hand  sewed. 
Smooth  inner  soles. 

Soles  more  flexible  than  machine  sewed. 


llli;    -TALKING   POINTS"   OF  THE  ARTICLE  ADVERTISED       71 

(r)  Hand  turned. 

Lightest  soles  made. 
Flexible  soli's. 
Dainty  appearance. 
Walking  made  easy  and  graceful. 

7.  WHAT  THEY  ARE  MADE  OF. 

(a)  Uppers. 

Best  obtainable  leathers. 

Ideal  kid. 

Ijex  patent  kid. 

White's  box  calf. 

Velours  calf. 

Kangaroo. 

Vici  kid. 

Dongola  kid. 

Gnu  calf. 

Gun  metal  calf.   , 

Proper  leathers  used  for  proper  occasions. 
(6)  Linings  and  trimmings. 

Wear-proof  linings. 

Perfection  circlettes. 

Diamond  fast-color  eyelets. 

Silk  stitching, 
(c)  Bottom  stock. 

Solid  leather  insoles. 

Solid  leather  counters  and  boxes. 

Oak  and  union  outer  soles. 

Sewn  with  well  waxed  threads. 

No  nails  or  tacks. 
"  There  s  nothing  like  leather  when  its  well  put  together." 

8.  ADVANTAGES  OVER  OTHERS. 

(a)  Better  made. 

A  specialty  that  must  be  kept  up  to  the  Peerless  standard. 

(b)  More  comfortable. 

Greatest  caution  taken  to  keep  inside  of  shoes  smooth  and  linings  without 

wrinkles. 

Leathers  used  are  perfectly  tanned  so  as  to  afford  proper  air  circulation  to  the  feet. 
No  burning  sensation. 
Do  not  get  out  of  shape  and  become  uncomfortable  because  they  are  properly 

lasted. 

(c)  Wear  longer. 

Leathers  specially  selected. 
Honest  workmanship. 

(d)  Look  better. 
Perfect  in  finish. 
Perfect  in  shape. 
More  stylish. 

New    fads   and  fancies   added   as   soon   as   developed  by   special   high   class 

designers. 
Not  an  experiment,  but  a  shoe  of  proven  value. 

In  the  above  analysis  there  is  material  for  a  thousand  advertisements.     The  lines  or 
phrases  set  in  italics  could  be  used  as  catch  lines,  headlines  or  mottoes.     The  analysis  is 


72  HOW  TO  ADVERTISE  A  RETAIL  STORE 

of  a  brand  of  shoes  and  not  of  any  particular  shoe.     When  some  particular  shoe  is  to  be 
analyzed  the  following  special  points  should  be  developed: 

1.  Style  of  shoe. 

2.  For  what  kind  of  wear. 

3.  Who  wears  them. 

4.  Price. 

5.  How  made. 

6.  What  made  of. 

7.  Advantages  over  others. 

These  several  points  should  then  be  sub-divided  as  found  necessary.  For  instance. 
under  the  style  of  shoe  would  be  taken  up,  (a)  the  style  of  toe;  (6)  the  style  of  heel;  (r) 
the  arch  of  shank;  ((/)  particular  cut;  (e)  etc.,  etc. 

It  is  just  possible  that  some  merchants  would  profit  greatly  with  an  analysis  similar 
to  the  above.  A  critical  survey  of  any  article  will  give  the  merchant  abundant  idea  for 
advertising  it.  If  something  like  this  method  was  used  oftener  there  would  be  fewer 
advertisements  like  this: 


NEWEST  FALL  STYLES. 

All  the  latest  styles  and  leathers.  All  the 
best  values  at  the  lowest  prices.  All  sizes 
and  widths,  etc.,  etc., 


Any  article  can  be  analyzed  in  this  manner.  Some  analyses  will  bring  out  more  points 
than  others,  but  each  will  bring  forth  abundant  material  for  a  good  sensible  advertising 
campaign.  The  deeper  and  more  carefully  the  advertiser  goes  into  the  analysis  tin- 
more  light  will  be  thrown  on  the  article  to  be  advertised. 

There  are  often  other  "talking  points"  about  a  brand  than  are  apparent  in  the  article 
itself.  The  packing  or  method  of  finishing  may  afford  more  talking  points  than  the 
goods  themselves. 

There  has  been  a  mint  of  money  spent  in  exploiting  the  "Inner  Seal"  package.  In 
this  case  the  cracker  is  made  by  the  same  process  as  other  manufacturers  use  but  the 
"Inner  Seal"  package  protects  the  biscuits  from  losing  their  crispness  and  becoming 
tainted  by  handling.  The  package  is  a  good  "talking  point." 

"We  Couldn't  Improve  the  Powder  so  we  Improved  the  Box"  is  the  way  a  soap 
manufacturer  exploits  a  new  style  of  package.  This  new  style  of  package  was  the 
talking  point  used  in  advertising  that  brand  of  powder. 

A  clothing  firm  seeing  that  the  piling  of  clothing  on  counters,  one  coat  above  another, 
must  inevitably  wrinkle  them  and  cause  them  to  loose  much  of  the  shape  they  received 
by  pressing  in  the  factory,  designed  a  cabinet  and  racks  upon  which  to  hang  the  clothes. 
This  led  to  one  firm  adopting  the  name  of  "Fit-Reform"  and  the  cabinet  became  the 
talking  point. 

Another  clothing  firm,  knowing  the  prejudice  there  is  against  ready-made  clothing, 
finished  their  product  "up  to  the  trying-on  stage"  as  they  termed  it.  This  probably 
only  extends  to  the  basting  in  of  the  "turn  in"  of  the  hem  at  the  sleeves  and  at  the  bottom 
of  the  trousers.  An  elaborate  style  of  basting  threads  are  also  run  through  collar  and 
shoulder.  The  firm  adopted  the  name  of  "Semi-Ready."  They  exploit  the  fact  that 
the  clothing  is  merely  ready  to  try  on  and  will  be  finished  to  order  in  two  hours,  and  have 
largely  overcome  the  prejudice  against  ready-to-wear  garments.  That  feature  of  their 
clothing  furnishes  their  best  talking  point. 


THE  "TALKING  POINTS"  OF  THE  ARTICLE  ADVERTISED      73 

A  shoe  firm  placet!  a  buzz-saw  in  their  window  and  displayed  shoes  of  their  own 
and  their  competitors  make  cut  up  so  that  the  material  used  in  their  manufacture  could 
he  seen  and  compared.  This  became  a  talking  point  with  this  firm,  and  was  so  thoroughly 
exploited  that  one  can  hardly  see  a  picture  of  a  buzz-saw  without  coupling  it  with  the 
name  of  "Regal  Shoes." 

The  merchant  who  will  ever  strive  to  put  information  into  the  description  of  his  goods, 
and  reason  into  his  arguments  will  surely  sell  more  goods.  The  merchant  who  always 
says  the  same  thing,  this  season  the  same  as  last,  and  the  same  things  that  his  neighbors 
are  saying  all  the  year  around,  will  not  sell  much  of  his  wares  through  his  advertising, 
lie  cannot  expect  to  reap  a  harvest  from  old  seed — bald  statements.  The  field  may  be 
fairly  well  covered  by  the  newspaper  circulation  and  the  public  may  be  anxious  to  buy 
just  such  goods  as  the  merchant  has  to  sell,  but  the  seed  is  too  poor  and  old  to  germinate 
any  idea  of  the  facts  in  the  reader's  mind. 

Newspaper  advertising  is  made  profitable  only  by  those  who  know  how  to  use  news- 
paper space  properly.  One  must  know  his  wares,  and  be  able  to  tell  the  public  all  about 
them. 

It  is  not  necessary  to  use  high  sounding  phrases  or  polysyllabic  words.  In  fact, 
simple  words  and  honest,  straightforward  logic  is  more  easily  understood,  and  more 
convincing  when  read. 

Avoid  all  such  worn-out  expressions  as: 

An  inspection  of  our  stock  is  solicited.  Our  goods  stand  on  their  merits. 

Prices  always  the  cheapest.  Fine  goods  a  specialty. 

We  have  the  best  facilities,  etc.  Headquarters  for . 

Marvels  of  popularity.  Give  us  a  call  and  be  convinced. 
All   are  cordially  invited   to  call   and   in-      From  their  sterling  worth. 

spect,  etc.  A  most  enviable  position. 

Our  stock  is  complete.  Largest  assortment,  lowest  prices. 

We  have  a  grand  collection,  etc.  Largest  range  in  —    -  county. 

Everything  first-class.  A  well  selected  stock. 

The  best  goods  at  the  lowest  prices.  Call  and  get  our  prices. 

Cannot  be  beat.  See  us  before  buying  elsewhere. 

Best  in  the  land.  Your  trade  is  solicited. 
Our  stock  compares  well  with  any  to  be      None  but  the  best  for  sale  here. 

found.  We  have  a  large  stock  to  select  from. 

Some  of  these  phrases,  such  as  "See  us  before  buying  elsewhere"  and  "  Prices  always 
the  cheapest,"  are  so  common  and  are  so  bad  that  the  newspapers  ought  to  refuse  to 
print  them.  Some  of  the  phrases  represent  proper  sentiments,  but  one  should  get  away 
from  the  stilted  style  of  our  forefathers,  who  were  merely  experimenters  in  advertising. 
If  a  man  wants  to  say  his  stock  is  the  largest  in  his  city  he  can  do  so  without  saying 
"Largest  range  in  -  —  city."  He  surely  can  find  a  more  acceptable  way  of  expressing 
himself. 

When  a  man  begins  to  talk  of  having  the  largest  "range"  or  "stock"  in  any  place, 
you  may  make  sure  his  statement  will  bear  looking  into.  If  he  says  "Come,  look  over 
the  large  variety  of  styles  we  offer  you  in  —  "  then  you  may  make  sure  the  variety  is 
large. 

Some  men  imagine  that  literature  and  composition  have  nothing  to  do  with  advertise- 
ment writing.  They  would  fling  grammar  to  the  dogs  and  say  what  they  wish  to  say 
in  the  very  first  words  that  come  along.  The  untrained  man  would  make  a  bad  mess 
of  it  if  he  followed  such  a  proceeding.  Every  word  should  be  made  to  have  but  one 
meaning.  If  it  can  be  read  in  any  other  way  another  word  should  be  selected  that  will 
express  the  particular  shade  of  meaning  intended  and  no  other. 


Slora  Paper 

Mora  News. 

Hems  of  Interest. 

jUTaocatf  Style 

Grocery  News. 
Dry  Goods  Items. 

_jff                   Select  the  name  (or  jour  j>tp«r.                    [&~ 

Stem  Items 
••  HonUly. 

Store  Magazine. 

Store  Bollelln. 

Mow  to  SaYe  Honey. 

I-.rg.ln  Kews 

Bargain  Counter 

Faanioa  Items. 

••  WeeKI/. 

WeeHly  Bulletin. 

Published  """"I"1   by 

Vol.  I. 


Montgomery,  Ala.,  October,  1904. 


No.  1. 


Golden   Nuggets. 

Spontaneous    enthusiasm    is    the    kind 

down  lone.  Every  man  gravitates  to 
where  he  belong*. 

The  New  Boy. 

Space   for    a    short    announcement.     A 
•ort  of  editorial  praising  your  store. 

that    wins.      The    manufactured    sort    U 
never  "just  as  good." 

There  Is  more  happiness  In  a  humble 
home  paid  for  tlun  there  Is  In  a  floe 
mansion  whose  roof  sags  with  the  weight 

"  Now.  Tom."  Mid  the  ceeeral  mana- 
ffer  whan  the  ne«4  buy   reported  for  duty, 
•'  let  me  impresa  upon  you  that  thla  la  ft 

for  doing  wronfr,  «nd  overlook  the  rea- 

of a  mortgage.  —  Ta«  Commoner. 

••  You  can  climb  to  the  lop."  eal«    the 

son    for  doing   right. 

The   ability   to  turn  stumbling  block* 
Into     stepping     stones     U     often    worth 

Always  take  tie  "sho'rt  cut,  and  that 
Is  the  rational  one.  Therefore  ssr  and 
do  everything  according  to  soundest 

chair.    '  or    you    car    fall    to    the     tomcat 
depths      All  depend,  on  youraeU.     Do  you 
underhand   me.   Tomf 

"  If    you    are    honest,    smart,    truthful. 

more  In  a  pinch  limn  a  fat  purse. 

reason. 

tidy,    dllluem   and    pleaaant    to   ev«r>i»dy 

Vrry  often  the  man  who  has  achieved 
the  reputaUon  of  being  a  "good  fellow" 
did    it    at    the    sacrifice    of    his    family'., 
welfare. 

It  Is,  better  to  be  pi  iclil  than  acid. 
'Ihe  quickest  way  tn  gel  everybody 
sour  on  you  u  to  he  sour  on  everybody 
yourself.  People  turn,  to  a  cheerful 
man  instinctively,  as  chickens  flock  to 

You  nuiy  not  stop  short  of  Coneres*     Vjto 
may   even  —  ah.    let    me    sea—  where    »ere 
you  born?" 

"  li  that  in  Iraekeywr  aakad  the  man- 
•  Yea.  yea     Very  «ood      Well.  Tun.  y.>u 
may  even  become  President.    Yea.  my  lad. 

Water     rises    to    the    height     of    its 

the  south  side  of  a  bam  on  a  day  In 

President   of    the    Unite    States      Do   roll 

source  and  no  coroli  1  nation  can  keep  it 

winter.—  ltd  Sctrbtn. 

i.        replied     Tom.      beclnninf      to 

general  manager,  '"  your  wares  Are   12  a 

SINKC  for  yo«r  «L 

peel  onions      We  u>e  barrel,  of    em  In"  the 

plckllnr.    buslneea  •—  New   York   Praaa. 

Humor  in  Ads. 

There  u  a  great   deal  of   humor   to    be 

KiiKlith  dullv   papers   fur   thotve   who  have 
the  eyes  ana  will  take  the  trouble  to  dts- 

.«...!     U           Tlt-HlU        recently    published 

the    following   example* 

Take,   f  .r  Instance     this  announcement. 

which  excited  amich  »p>.-cula.1..n  and  mwr- 

'  Five   Pounds    Reword  —This   sum    will 

h»  gl«aiy    paid   by    the   advertiser    to  any 

Other  page,  arrange! 

1  ta  aunilet  saaMsver. 

one     who.    before    the    last    day     of     thla 

fleas,    which   he   requires   fur   the   purpoa* 
of   a    wager      Smaller   sums    will    be   paid 

sects   to  make   up   the   required   quantity. 

The  Weather    Prophet 

Give  eofer  to  All  this  space  fat  fee,  pafaa,  as»sti.ls»i  lae  eaesc. 

not  know,  but  If  hVdTd.  It  *!•  *«rta'ln  the 
reward   was   well  earned. 

A    few    weeka   ago   an   equally   amusing 

weather    bureau   the  other   day       He   h*d 

advertisement  appeared  In  severs!  of  our 
London  dallies      "  To  Thoae  in  Want  of  a 

"  Where'*  the  guy  wot  runs  this  office?" 
he  asked. 
-  He's  out,"  Mid  the  office  boy 
"How   lona:  haa  he  bin   oul?" 

£i  Note     This  sum  can  be  earned  by  any 
one  who  will  supply  a  thousand  fine.  Urge 
cuc.roac4i.M    to    the    advertiser       who     I* 
rt-.jim.-d  by  his  landlord  to  put  his  houM 

"Three  or  four  days," 
"  Well.    Where's    the    geesrr    who**    bin 
tellln    every  day  that  It  wus  guln'  to  be 

tn  the  sam*  condition  as  when  his  tenancy 
commenced       Liberal    it-tins    are   also   of- 
fered for  an  aaaortment  of  spiders,  mice. 

cooler  with  showaraT" 

*BThla  Advertisement,  how'ever.  must  have 

"  Well,  sonny,  how  did  you  do  Iff 
"  This  'er  way.     We  can't  five  out  any 

been  the  work  of  a  w'ag.  for  when  persona 
In  want  of  thai   £1  note  pre*«nl«-J  them- 
aelvea    at    the    addrewa   given    ihe    lisjaM 
waxed  very  Indignant  and  refused  to  lak* 

predictions  tllMr«  hear  from  Washington. 

^Amona^tyvinfse^'enui     of     this      kind 

"  Washington    finds    out    what    kinder 
weather  we're  «olnp   ter  have,  and   telc- 

^^j^wia'S'..^^! 

£W  is  offered  for  the  recovery  of  a  'thre*.- 

"  Then  all  we  have  ter  do  Is  to  eay  tb* 

.  penny  bit  dated  1«72.   with  ihe  lt»tle-»  W 
loi-i    In    t  he    Strand,     between      finmerm4ri 

hev    ter   depend   on—  lust    what    the    folks 

Home  and  Charing  Cross"     A   llille  latw 

tn   Washington  aay  aboul   what   weather's 
Coin'   to  be  around  here?" 

li^T'Sc'ul.Vfma^^.T'e'o'.ai'l'ie 

dinVnml    from    what    Washington    sajra— 
and  we  ain't  rlcht—  there's  a  kick" 

.0  .m.11  a  coin  such  s.  value  In  the  eyee  of 
It.  former  owner,   but  -It  1*  safe    to  eay 
that    Its    history.    If    It    could    be    known. 
WOUM  be  even  more  Interesting  than  the 

"  Nothing;   dolnjt  " 

adTnet'f*o<ilown|n»  advertisement,  which  ap- 

derstIr.dTthat  we  Bit  *."r  r^iyTro™    Wash- 

come1 to   all^ton*hePunreeenerale   for   it. 

ington      Kin  ye  understand   that?" 

for  tha  evident  reformation  In  the  habit. 

aaw" 

of   tha  advertiser    which    It    presuppose.- 
"  Herr  Otto  Broetoammer.    who  la  rlvlnc 
up  Drink,  wlshea  to  dlirpoM  of  an  excel- 

lent   m«lium-alaed   barrel,    of   a    capacity 

^rh^E^b^T^mH't'  £^°.S 

of  1H  lltrea." 

"I  lost  all  my  money  In  Wall  Street," 

rendlnlt  f.om'.f'of  this  hnV'a"  *The*pa^«15 

romplains  the  lamb. 
-Too  bad.      Why   don't  you    advertise* 

for  it?"  asks  the  friend 

air  latry  than  is  good  for  my  fj»nm.  and.1 
think   I'll   let   the   wenlher  predictions  go. 
and    put   In   an   Irrigation    plant. 

-The    other     fellow  Mbertlaed  for  It 
•horn  one.  with  a  eexed  air. 

fttoo 

SUPPLEMENTARY    AIDS    TO    NEWSPAPER 

ADVERTISING 


CHAPTER  XV 

STORE  PAPERS 

% 

STORE  PAPERS,  or  "house  organs,"  as  they  are  sometimes  called,  should  be  care- 
fully considered  by  every  retail  advertiser.  When  the  conditions  under  which 
the  merchant  finds  himself  are  such  that  extensive  newspaper  advertising  is  not 
profitable,  it  is  altogether  likely  that  a  store  paper  could  be  published  to  advantage. 

The  retailer  who  has  a  small  store  in  some  isolated  part  of  a  large  city  cannot  use  the 
newspapers,  because  the  expense  of  advertising  in  large  dailies  is  more  than  he  could 
expect  the  returns  would  be.  This  is  so,  because  in  his  case  he  has  to  pay  for  thousands 
of  circulation  from  which  there  is  absolutely  no  possibility  of  getting  returns.  He  can- 
not expect  to  draw  trade  from  all  parts  of  the  city,  nor  from  the  number  of  small  towns 
surrounding  the  city  in  which  the  paper  circulates.  He  can  only  draw  trade  from  the 
immediate  vicinity  of  his  store.  His  possible  customers  live  within  a  few  blocks  of  his 
location.  To  reach  these  possible  customers  by  advertising  in  the  daily  papers  is  an 
absurdity.  He  must  find  other  means  of  reaching  them  besides  the  daily.  For  the 
retailer  so  situated  there  is  no  better  medium  than  his  own  store  paper. 

The  merchant  who  is  situated  in  some  small  country  town,  or  who  has  perhaps  a 
"cross-roads"  store,  could  advertise  very  effectually  with  a  store  paper.  There  are  many 
localities  where  there  are  one  or  two  stores  and  a  small  cluster  of  houses  that  make  up 
some  village  or  town.  There  is  no  paper,  weekly  or  daily  that  is  published -there,  although 
it  will  usually  be  found  that  some  particular  local  paper  circulates  very  largely  among 
its  inhabitants.  Sometimes  it  will  pay  the  merchant  to  use  these  papers  and  sometimes 
it  will  not.  The  question  of  cost  of  space  enters  very  largely  into  this  proposition,  as  it 
does  with  the  small  merchant  in  the  large  city.  A  store  paper  circulating  in  the  village, 
and  among  the  farmers  whose  homes  surround  it,  would  serve  the  same  purposes  of  the 
store  as  a  regular  newspaper.  But  it  must  not  be  inferred  from  the  above  that  the  store 
paper  is  merely  a  substitute  for  the  daily  or  the  weekly  newspaper.  It  is,  in  the  cases 
mentioned,  but  there  is  no  store,  large  or  small,  that  could  not  profitably  use  a  store 
paper  of  some  kind.  It  should  not  be  looked  upon  as  a  substitute  for  the  regular  news- 
paper but  as  a  supplement  to  it.  As  such  it  can  be  made  a  powerful  medium  for  reaching 
new  and  old  customers  alike. 

The  store  paper  can  be  made  quite  elaborate  and  costly  or  it  can  be  made  plain  and 
inexpensive.  It  can  be  made  to  cost  as  much  as  five  or  ten  cents  a  copy  or  the  cost  can 
be  kept  down  to  about  one  cent. 

Even  if  the  cost  of  such  a  paper  published  monthly  should  be  three  cents  per  copy, 
including  mailing,  it  is  not  too  expensive  for  a  very  small  store.  It  is  a  direct  message 
from  the  store  to  those  to  whom  it  is  sent,  and  at  three  cents  per  copy  costs  about  the 
same  as  a  circular  letter.  But  where  the  store  paper  is  issued  regularly  each  month  it 
takes  the  place  of  all  circular  letters;  it  takes  the  place  of  booklets,  leaflets,  and  such  other 
printed  matter  that  most  stores  send  out  occasionally.  With  it  can  be  mailed  such  cir- 
culars, booklets,  leaflets,  etc.,  that  manufacturers  and  wholesalers  send  out  in  consider- 
able quantities  for  retailers  to  distribute. 

In  some  cases  the  manufacturers  and  wholesalers  would  willingly  pay  for  a  card  in 
such  a  paper  for  the  purpose  of  advertising  some  one  or  more  of  its  specialties.  By  doing 
so  they  would  be  sure  of  having  those  specialites  stocked  and  pushed  by  the  merchant 
issuing  the  store  paper.  W7hen  cards  of  this  nature  are  obtained  it  helps  to  lower  the  cost 
of  getting  out  the  store  paper. 


78  HOW  TO  ADVERTISE  A  RETAIL  STORE 

The  store  paper  has  many  advantages  over  the  regular  newspaper.  It  gives  the  mer- 
chant plenty  of  space  in  which  to  tell  his  story.  In  a  newspaper  his  space  is  limited  to  a 
certain  extent  by  its  cost.  In  the  store  paper  he  can  make  his  advertisements  more  lengthy 
and  chatty.  He  can  be  more  familiar  with  his  readers.  He  can  get  closer  to  them  with 
little  "heart  to  heart"  talks.  In  the  newspaper  he  must  be  brief.  He  must  tell  his  story 
in  the  most  direct  manner,  using  the  fewest  words  possible. 

The  advertisement  in  the  store  paper  can  be  more  confidential,  as  it  were,  for  the  mer- 
chant is  talking  to  readers  who  know  of  the  store.  In  the  newspaper  advertisement  the 
message  of  the  retailer  is  intended  to  reach  if  possible  all  classes  and  conditions  of  men. 
People  who  know  the  store,  people  who  never  heard  of  the  •store,  all  read  the  newsj>:ip<T 
advertisement,  and  it  must  be  to  some  extent  more  general. 

In  using  a  store  paper  the  merchant  pays  for  no  useless  circulation.  Its  circulation 
is  absolutely  within  its  own  control.  He  knows  positively  that  his  advertisements  therein 
reach  only  persons  who  will  make  desirable  customers. 

Then  his  message  to  the  reader  when  inserted  in  the  store  paper  is  not  hidden  away 
among  dozens  of  other  similar  messages,  all  clamoring  for  the  same  trade  and  all  saying 
practically  the  same  thing  and  using  practically  the  same  arguments  and  offering  practi- 
cally the  same  inducements.  There  are  no  advertisements  in  his  own  line  or  in  fad  in 
any  other  line,  trying  to  attract  the  readers'  attention  at  the  same  time  as  his  own.  This 
in  itself  should  be  sufficient  to  prove  the  worth  of  a  store  paper. 

A  newspaper  is  taken  usually  for  its  news  value.  The  advertising  columns  an-  in 
reality  of  secondary  consideration.  But  even  while  this  is  generally  true  there  are  many 
newspapers  bought  because  of  the  large  amount  of  advertising  to  be  found  in  their  pages. 

All  readers  of  a  newspaper  cannot  be  expected  to  read  all  of  the  advertisements,  but 
there  are  a  few  who  do  read  all  of  them.  There  are  many,  however,  who  will  glance 
with  curiosity  over  the  advertising  columns,  reading  the  most  striking  and  attractive 
advertisements.  It  is  positive,  then,  that  the  more  attractively  the  advertisement  is  pre- 
sented the  more  likely  it  will  be  read.  In  the  store  paj>er  more  attention  can  be  given 
to  the  impression  the  message  is  to  convey  and  less  to  its  attractiveness  from  a  typo- 
graphical point  of  view.  It  is  not  necessary  to  use  so  many  large  and  striking  headlines 
in  the  store  paper  advertisement,  but  it  should  lie  neat  and  artistic  in  display  for  all  that. 

The  store  paper  becomes  in -time  identified  with  the  store  issuing  it.  Every  time  it 
is  received  the  merchant  and  his  wares  are  mentally  seen  and  reviewed  by  the  recipient. 
This  in  itself  is  by  no  means  a  small  part  of  an  advertisement  of  any  kind. 

Because  the  store  paper  takes  the  place  of  booklets,  leaflets,  mailing  cards,  circulars 
and  such  other  printed  advertising  it  should  combine  in  one  all  the  best  features  of  each. 
The  editorial  should  in  reality  !><•  a  circular  letter.  It  should  never  be  long-winded,  but 
short  and  breezy.  There  should  be  articles  written  about  certain  wares  much  in  the 
same  way  that  a  booklet  would  be  presented.  "There  can,  and  it  is  often  advisable  that 
there  should  be,  a  list  of  articles  and  their  prices.  This  represents  the  catalogue.  A 
short  puff  in  the  news  column  represents  the  mailing  card.  It  can  be  seen  then  that 
the  merchant  can  issue  all  of  these,  once  each  month,  at  the  cost  of  printing  and  dis- 
tributing one. 

The  value  of. the  store  paper  will  depend  largely  upon  its  contents,  its  "make-up" 
and  the  regularity  with  which  it  is  received  by  the  prospective  customer. 

If  it  is  issued  monthly  it  should  be  the  aim  of  the  merchant  to  get  it  out  upon  the  same 
date  each  month.  Conditions  will  dictate  the  best  day  of  the  month  for  that.  If 
the  merchant  is  situated  in  a  "railroad  town"  or  if  there  are  any  large  manufacturing 
concerns  in  his  city  from  which  trade  can  be  drawn,  his  aim  should  be  to  have  the  paper 
reach  his  customers  the  day  before  pay-day.  He  then  has  his  little  say  just  when  the 
month's  wages  are  being  apportioned  and  comes  in  for  his  share  of  it. 

If  the  publication  is  to  be  issued  quarterly  the  regularity  of  issue  does  not  enter  so 
largely  into  its  value.  Weather  conditions  and  other  circumstances  may  make  it  advis- 
able often  to  delay  sending  out  the  quarterly  for  many  days  and  sometimes  for  a  whole 
month.  The  paper  should  reach  the  public  at  a  time  when  they  are  about  ready  to  buy. 


STORE  PAPERS  79 

If  it  reaches  them  too  soon  they  are  likely  to  forget  it.  If  too  late  its  value  is  lessened 
hy  the  number  of  pure-liases  that  have  already  been  made  at  other  stores. 

The  paper  may  be  a  small  four-page  sheet,  the  pages  measuring  when  folded  but 
a  few  inches  each  way,  or  it  may  be  as  large  as  will  meet  requirements,  even  to  the 
si/.e  of  a  regular  newspaper.  A  good  size  for  most  purposes  would  be  a  four-page  sheet, 
each  page  measuring  just  half  the  ordinary  si/e  of  the  modern  or  standard  newspaper 
page.  This  si/e  is  handier  to  handle  while  being  read  than  the  larger  newspaper  size. 

'The  stock  used  should  be  better  than  that  of  the  newspaper.  If  many,  or  even  any, 
half-tone  cuts  are  to  be  used  the  stock  should  be  at  least  a  fair  quality  of  "book"  or 
machine  finished  paper.  The  printer  can  help  the  merchant  make  his  selection  in  this 
matter,  showing  him  the  advantages  of  one  stock  over  another  in  the  appearance  of  the 
paper  when  printed. 

A  tinted  paper  may  be  used  for  the  store  paper,  as  it  will  then  tell,  at  a  glance  from 
any  one  familiar  with  its  appearance,  just  what  ii  is.  When  lying  around  on  the  reading 
table  or  among  other  papers  its  peculiar  and  familiar  tint  will  make  it  prominent.  In 
this  selection  of  tints  it  should  be  understood  that  when  once  a  tint  is  decided  upon  it 
should  be  used  exclusively  if  these  advantages  are  to  be  gained. 

The  contents  of  the  paper  should  not  all  be  advertising.  Nor  should  it  all  be  news 
of  the  store.  It  should  contain  valuable  information  and  amusing  literature.  It  should 
contain  matter  that  is  of  local  interest.  Short  stories  by  local  talent  would  prove  a  good 
drawing  card  and  insure  a  reading  of  the  paper  by  all  of  the  author's  friends.  It  would, 
at  the  same  time,  make  the  author  and  his  or  her  friends  staunch  customers  of  the  store. 

It  is  not  advisable  to  try  and  record  the  out-going  and  the  in-coming  of  local  per- 
sonages. This  should  be  left  to  the  local  newspapers. 

Items  of  historical  interest  will  always  be  read  when  the  interest  is  centered  in  some 
local  person  or  place  or  building.  Items  of  national  importance  having  a  local  interest 
are  very  good  and  will  attract  considerable  attention. 

Statistics  when  put  into  popular  form  are  always  interesting.  No  matter  what  the 
subject,  whether  it  be  historical,  biblical  or  commercial,  so  long  as  the  items  are  inform- 
ing, it  will  be  eagerly  read  and  often  quoted  with  the  added  acknowledgment,  "I  saw 
it  in  S'/O/T  News."  Columns  of  this  kind  of  matter  can  be  obtained  from  the  newspapers 
and  magazines.  They  usually  run  something  like  this: 

Every  square  mile  of  sea  is  estimated  to  contain  some  120,000,000  fish. 

The  Golden  Gate,  the  entrance  to  the  bay  of  San  Francisco,  is  one  mile 
wide  at  its  narrowest  part. 

A  Swiss  watchmaker  has  invented  an  electric  watch  which  will  run  for 
15  years  without  being  rewound. 

There  were  6,000  duels  in  Germany  last  year,  with  a  mortality  of  22,  as 
shown  by  official  reports. 

What  an  English  paper  says  is  the  greatest  incubator  in  the  world  is  at 
Batary,  near  Sydney,  Australia.  It  accommodates  11,440  duck  eggs  or 
14,080  hen's  eggs. 

The  smallest  oak  trees  are  to  be  found  in  China.  They  are  not  one  and 
one-half  inches  high  and  will  take  root  in  thimbles. 

Charley  Mitchell  is  the  richest  pugilist  in  the  world.  He  is  said  to  be 
worth  $200,000.  Nearly  all  the  other  professional  fighters  soon  part  with 
their  money,  but  Mitchell  clings  to  his. 

If  a  railway  were  built  to  the  sun  and  trains  upon  it  were  run  at  the  rate 
of  30  miles  an  hour,  day  and  night  without  a  stop,  it  would  require  350  years 
to  make  the  journey  from  the  earth  to  the  sun. 

In  the  South  American  regions  where  cattle  are  killed  by  the  tens  of 
thousands  for  the  export  of  meat  and  hides,  the  bones  are  used  as  fuel. 

In  Holland  the  new  anti-strike  law  prohibits  strikes  on  government  rail- 
"  roads,  under  a  penalty  of  four  years'  imprisonment.  Government  servants 


80  HOW  TO  ADVERTISE  A  RETAIL  STORE 

are  forbidden  to  take  collective  action  on  the  ground  that  they  are  state 
employes.  About  two-thirds  of  the  railways  are  owned  by  the  Netherlands. 

In  Russia,  when  coffins  are  covered  with  cloth,  the  color  of  the  covering 
is,  to  a  certain  extent,  distinctive,  pink  being  used  when  the  deceased  is  a 
child  or  young  person,  crimson  for  women  and  brown  for  widows;  but 
black  is  in  no  case  employed. 

The  woods  of  northern  British  America  are  still  infested  by  hundreds 
of  queer  species  of  bison  known  as  the  wood  buffalo.  He  is  much  larger 
than  the  bison  of  the  plains,  which  formerly  abounded  in  such  numbers. 

Some  of  these  items  can  be  utilized  to  help  out  in  the  advertising  of  articles  in  stock. 
They  can  be  used  singly  or  as  a  collection,  as  shown  above.  Take  the  first  item  for 
instance.  It  may  be  made  to  read: 

Every  square  mile  of  sea  is  estimated  to  contain  some  120,000,000  iisli. 
In  the  course  of  a  few  years  we  will  have  sold  a  square  mile  of  fish.  But 
we  are  not  selling  fish  by  the  square  mile  at  present,  but  by  the  pound. 
We  have  fresh  fish  every  Friday  during  this  month.  These  fresh  fish  are 
fresh — not  frozen.  We  see  to  that.  (Etc.,  etc.,  quoting  prices.) 

The  column  of  wit  and  humor  should  not  be  forgotten.  This  is  a  source  of  joy  and 
amusement  to  all  classes  and  ages,  for  "A  little  nonsense  now  and  then  is  relished  by 
the  wisest  men." 

A  column  of  proverbs,  wise  sayings,  weather  predictions,  etc.,  are  all  good  news 
matter  for  the  store  paper  and  should  be  freely  used. 

A  short  story  and  a  few  verses  should  also  find  a  place  in  its  pages.  Everv  one  enjoys 
a  good  short  story,  and  verses  that  appeal  to  the  heart  are  oft-times  treasured  for  years. 
A  short  serial  in  three  or  four  installments  would  have  a  tendency  towards  the  preserva- 
tion of  the  paper.  If  nothing  of  this  nature  is  used  to  make  people  preserve  the  paper 
instead  of  destroying  it  after  it  has  been  read,  the  results  from  the  advertising  pages  are 
not  likely  to  be  prolonged. 

A  column  for  boys  and  girls  should  also  be  maintained.  If  this  can  be  made  of  local 
interest  by  printing  short  stories  by  youthful  authors  it  will  be  anxiously  looked  for  by 
every  boy  and  girl  in  the  community. 

A  puzzle  department  would  also  prove  of  interest  to  boys  and  girls.  If  a  few  inex- 
pensive prizes  are  offered  each  month  for  the  best  solutions,  the  value  of  the  (taper  would 
be  assured.  Prizes,  especially  monthly  prizes,  will  have  a  drawing  power  that  no  other 
can  have.  A  prize  for  boys  and  another  for  girls  would  fill  the  bill,  although  two  for  each 
might  prove  better.  The  prizes  need  not  cost  over  half  a  dollar  apiece,  and  prizes  of 
even  less  value  (cost)  might  be  offered  with  success. 

This  might  look  like  too  much  work  to  some  merchants,  but  to  one  who  takes  any 
interest  in  its  preparation  at  all,  to  edit  the  paper  would  soon  become  the  most  pleasant 
duty  of  all.  If  the  merchant  has  not  the  time  nor  ability,  and  it  requires  some  ability, 
to  edit  the  paper,  it  might  be  handed  over  to  one  or  more  of  the  clerks  to  attend  to.  Some 
young  lady  with  literary  tendencies  might  be  induced  to  undertake  it  for  the  purpose  of 
gratifying  her  desires  to  see  her  name  in  print. 

In  the  make-up  of  the  paper  the  store  should  not  be  neglected.  The  store  should 
prepare  display  advertisements  for  the  store  paper  the  same  as  for  the  newspaper.  The 
headlines,  as  before  stated,  need  not  be  printed  in  a  very  heavy  face  type,  and  can  be 
made  very  attractive  if  properly  looked  after. 

Besides  the  display  advertisements  there  should  be  numerous  little  "puffs"  or  "read- 
ers" sprinkled  throughout  the  reading  columns.  There  should  not  be  so  many  of  these 
that  it  is  hard  to  find  anything  else,  for  then  the  value  of  the  whole  paper  as  an  advertising 
medium  is  lessened. 

Seasonable  lines  should  be  featured  in  each  issue.    A  short  ten  or  fifteen  line  article 


STORE  PAPERS 


81 


Cunningham's  Bulletin. 


i.phoM.  E^t  7>.                                   DETROIT,    JUNE.    1906.                             *«  StifiUTM:: 

01      XII.                         No.  6 

HER  USE  OF  THE  'DIRECTORY 

A  stylishly  dresaed  and  alto- 
gether good-looking  women  was 
turning  over  the  leaves  of  the  di 

ountry        The     money     be    brought 
aver,  added   to   James's  savings,   en- 
ib  ed  them  to  go  into  the  ice  busi 

Our  ke  Cream  Sola  .  with 
Cnshe<  fruit 

u  just  about   the   most   deliciously 
satisfying  beverage  thai  has   ever 
been  invented.     To  those  who  like 
ordinary  ice  cream  soda  ours  will 
be  a    revelation.     For  one   thing 
we  give  an  eltra  large  portion  of 
Ice  Cream    m  each  glassful,  and. 
instead  ol  uu*f  ordinary    flavors, 
we    we   the   pure   4nuhed   fruit. 
You  cannot  imagWe*  anything  that 
lastes  hall    so  good.     Alter  once 
trying  it,  you  will  be  sorry  you 
didn't  try  it  before 

Tb«  "BulletlQ"  b«»  •  clrcnlalioo  ol 
•00  copici. 
It  it  not  ol  the  ostem  iotidc  variety. 
.1  U  published  by  myself  entirely  in 
be  latereits  of  (bit  nort. 
ANDREW  R.  CUNNINGHAM. 
284  Joaenfc  C»n>p«u  Avooe. 
-  -Detroit.  Micb.  —  

man  with  a  very  small  stock  of  pa- 
tience, entered.      He   wished  to  use 
the   directory,   too.   possibly   to   look 
up  the  address  of  a  man  who  owed 
him   money.      He  stood   about,   now 
and    tl.cn    casting    heavy    looks    in 
the   direction   of  the   directory,  and 
coughing    suggestively. 
A    business   man.  m  a   hurry   fol- 
lowed.     He    wanted   to  know   where 
Waller  Jones  lived'    It  ia  a   block 
or  two  away,  but  he  has  forgotten 
the  number.     He   fell   into   line. 

city  official,  but  knew  nothing  of 
his  office,  except  that  il  closed  in 
a  few  minutes,  joined  the  ranks  of 

Still    the    woman    placidly    turned 

rol  -top  desk. 
"The    one    desk    will    do    for    the 
wo  of  us."  he  explained,  the  day  K 
vas    set    up       "And    here    are    two 

Michael    accepted     Ui.-     key.     but 
teemed  to  be  studying  the  desk. 
"That's  all  right."  he  said.     "Bui 
where  is  my  keyhole?" 

KXkOOOOOOOOOOOOOOOO  O 

IN*           JUNE        l«0o  8 

l^eS      .      S      5      .      S? 

lillllJJ 

1 

}       CIGARS. 

1     2   9 
!      84667896 
|     10    11    12    IS    14    16    16    J 
>    17    18    18   20  2!    22   23   | 
|    24   26    2«  27   28  29   3°   | 

Jooooooooooooooooooo 

apparent  intention  to  decide  whether 
the     name     she     was     seeking     was 
Drown.    Smith   or  Jones. 
Finally,  when  mailers  were  begin 
ning    to    grow    very    tens*,    a    young 

positively  admit  of   no  delay  so   he 
politely  offered  to  assist  the  woman, 
suggesting  that  his  experience  mithl 
[end    to   save   time   and    lessen    her 
labor.      When    he    asked    her    what 
she  sought,  with  a  sweet  smile   full 
of  appreciation,   she  replied: 
"Oh,    thank    you.      You    are    very 
kind       I    am    trying    to    rind    a    real 
pretty   name   or   my    baby 

"A    practical    joke."    said    Barney 
Oldfield,      the      automobilisl.      "was 
played    on    me    lasl    season       I    had 
my  revenue,   though 
"The      practical      joke      look      the 
ftTT    <>f    a    telegram    frrim    ,1    friend 
of  mine  traveling  in  Ital>.     It  came 
collect.      It   cost   me   $7,   and   when 
I   opened   it  all    I   read   was- 
"  'I   am    well  ' 
"To    get     back    at    my    friend    I 
went    out    and    found    a    cobblestone 
of    about    eleven    pounds   weight.      I 
wrapped   this  stone   in   excelsior   and 
pink  paper,  sealed  it  up  in  a  hand 

A   small    bad    boy   crawled    under 
he    bid    when    his    mother    wanted 
o    punish    him.       She    couldn't    get 
urn  out  and  she  led  him  there  until 
m     father      returned     thai    evening 
rom    the    city.      When    the    father 
»as  told  about  the  caK,  he  started 
0    crawl    under    the    bed    to    briBg 
orth    his    disobedient    son.    but    wVs 
l  most  paralyzed  when  the  little  fel- 
ow     asVcd.     "Hello,     is     she     goi|ig 
after    you.   too?" 

Jl      ~                        i 

]        We  sell  Ggari  and  we  sell 
'     lots  ol  them.     Il  is  a  lair  in. 
1  1    ference  that  our  kinds  ol  cigars 
:     are   good  kinds  to  buy—  they 
•  '    are  guaranteed  to  be;  and  that 
|    our   prices  are  good  prices  to 

Once    there    was    a    woman     who 
callt4  upon  an  acquaintance  and  no- 
ticed that  she   had    a  pair  of  shoes 
and    a    nsjuupapcr    ararnged    to    look 
like   a    man    reading  —  one    of    those 
men  oho  elevate  their  feet  and  hide 
behind    their    paper 
"What  on  earth  does  that  mean?" 
said    the    caller 
"Oh,  that."   replied   the   wife,   "is 
fixed    "p    so    1     will    nol    (ret    lone- 

is  home  that's  all   I  see  of  him." 

stances,    but     not     in    store  keeping. 
The   people   soon   discover   the    mis- 
kind  as  the  good  housewife  who  sel- 
dom   saw   her    husband. 
They    know    full    well    there    are 

QUALITY 

J    pay—  they  are    guaranteed  to 

•|    be. 

Our  Most  Vital  Store 
Principle. 

Our  trade  has  been  built  upon 
quality,  with  quality  and  by  qual- 
ity —  quality    ol  drugs  —  quality  o{ 
everything.     The    market     it    lull 
of  "shoddy"  goods  —  goods  which 
only    have    pnce   in    their    favor. 
We  will  have  none  of  them.     If 
we  can't  sell  dependable  goods  we 
will   sell   nothing,  for   this   store's 
guarantee  is    back  of  every    pur- 
chase, and    our   guarantee   means 
something. 

J        4  for  I5c. 

7  for  25c. 

•  '    San  Felice. 
1    Chid  Battle. 
g     Portuondo, 
%    Delia  Rocca 

for  their  money  as  they  advertise. 
Obviously    this    Rood    habit    is    ex 
emplifico      a'      Cunningham'*       Dru| 

derestimated     and     never     overesti 
mated. 
A  lost  customer  is  the  worst  blow 
a   store   can    receive,    for    it   is   only 
a  question  of  time  until  the  friend! 
of   that   customer    pull   away  also. 

'collect,1  lo  my  friend  abroad. 
"It    cost     him     $3     for     the     box. 
and   on   opening   it   he   found,    along 
with    the    stone,    a    note    from    me 
that    said- 
"  'On    receipt    of    Ihe    news    that 
you    were    in    good    health    the    .ic- 
companving      load      rolled      pff      my 
heart.'  " 

-     Detroit  Opera, 
S    Sol  Smith  Rusaetl. 
,      Hemmeter  Champion 

3  for  I0c. 

1    Lillian  Russell. 
j    El.    Captain    Genera). 
<j    Uncle  Ruin.. 

MAYBE    TWINS. 

|day.   so  we   know  the  policy  of  tbil 

success?" 

m    mum  •n^   •  n     ,y^m 

TITLE  PAGE  OF  A  STORE  PAPER— A  WELL  BALANCED  PAGE 

telling  about  the  manufacture  of  some  of  these  lines  would  be  appropriate,  and  as  these 
would  be  educational  in  character  they  would  hardly  be  considered  as  advertisements 
unless  the  advertisement  in  them  is  made  too  obtrusive. 

Here  is  an  item  clipped  from  a  store  paper  which  shows  how  neatly  a  truth  can  be 
driven  home: 

"Years  ago  the  corset  was  a  staple,  unchangeable  article  of  dress,  which 
any  one  might  sell  who  could  make  change  and  do  up  a  bundle.  A  woman 
bought  a  corset  as  she  might  buy  a  roll  of  unbleached  muslin.  It  was  a 
necessity,  but  without  artistic  value  or  hygienic  comfort.  But  times  have 
changed  since  then,  and  instead  of  being  made  for  the  corset,  the  corset 
is  made  for  the  woman.  It  has  become  a  healthful  and  harmonious  part 


82 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


of  woman's  dress.  As  a  result  of  this  gradual  change  there  have  been 
developed  expert  sales-persons,  who  not  only  display,  but  advise  and  suggest. 
At  the  head  of  our  corset  section  is  a  woman  of  this  kind,  who  detects  at  a 
glance  just  what  is  needed  for  each  individual  form.  All  of  this  expert 
knowledge  is  furnished  free  to  our  customers,  and  we  would  advise  every  one 
who  can  do  so  to  have  her  corsets  fitted  at  our  store." 

The  advertisement  would  have  been  altogether  too  glaring  if  he  had  simply  stated: 
"At  the  head  of  our  corset  section  we  have  an  expert  who  has  made  a  study  of  fitting 
corsets.  Her  advice  is  free  to  all." 


House   +    Keeping  *   Linens 


compared  with  prices  of  other  stores. 


Just  received  for  Ibis  Opening  Sale  extra 
qualities  in  fine  Linen  Table  Sets,  regular  value 
$8.00,  $9,00  and  $10.00  at  SG  60.  47. SO  and 
$8.00. 

A  large  quantity  of  Table  Linen  Remnant* 
at  one  half  t  j  two  thirds  regular  prices. 

Attractive  values  in  Long  Cloths,  Cambric 
and  Nainsooks,  lOc.  12V4C.  I8c  and  2Oc. 


'Bed  Spreads' 

White  Bed  Spreads— (ull  size— tne  best 
1 1. oo  value  for  B9c.  I'nniatchable  values  in 
Bed  Spreads  for  SI  25.  Sl.SO.  *2.SO  and 
upwards. 

A  few  slightly  soiled,  $1.00  value  at  69c. 


Many  other  Special  Values  space  forbids  metttinnhiff. 


Sheets  and  PilloW  Cases 


Best  quality  Cotton  Sheets— all  sizes— Plain  and  Hemstitched 
63x90,  72190,  81x99  inches.     Priced  for  this  Sale  4ftc  and  upwards. 


Regular 


t  Pillow  Ca 
i  Sale  lOc 


i  made  from  best  quality  of  Cotton — 


These  Goods  were  fortunately  all  purchased  before  the  big  advance  in  Cotton 
Goods  and  we  make  you  the  Beneficiary— you  get  the  goods  at  former  prices. 


Auto  Cloth,  The  New  While  Suiting— New  Auto  Cloth,  a  highly  Linen  finished  Cotton  Goods, 
on  the  order  of  the  very  popular  Indian  Head,  used  so  extensively  last  season  for  Shirt  Waist  Suit 
ings.  It  is  considered  superior  to  the  Indian  Head  and  will  be  all  the  rage  this  year  per  yard  at 
this  sale  ISc. 


Hosiery  and  Knit  Underwear 


A  Hosiery  Deparlmtnl  of  Superior  El- 
ttllence.  A  Saving  to  you  of  at  trail  to  per 
cent  on  Children's  Women's  and  Men's  Hoistty. 
We  are  direct  buyers  of  Ike  manufacturer.  Sav- 
ing. AfiM/t  Men' i  Profit. 


Spring  Underwear  for  Everybody — medium 
to  light  weight— and  lightest  weight  if  you  viant 
it.  Whether  you  buy  the  least  expensive  or 
the  very  fine,  you  are  assured  here  of  the  best 
Underwear  you  can  get  for  the  money. 


Carpets,  'Rugs  and  Curtains  Tf>ird 


This  is  undoubtedly  the  largest  Department  of  i 
stocked.  Oriental  as  viell  as  all  the  most  populai 
than  you  pay  for  saint  in  the  large  cities 


's  tind  north  of  Mtln 
Domestic  Rugs  on  a 


ukee  and  the  most  perfei 
average  of  10  per  cent , 


Good  Union  Ingrait.  Carpets,  joe  values  priced  for  this  Sale  at  39c. 

yard  wide  Ingrain  Carpet,  the  zgc  quality  marked  for  this  occasion  at  I9c. 

Short  End  Wool  Ingrains,  yard  wide,  6oc  value  specially  priced  at  4»c. 
RUGS-»22.5o  Axminster  Rugs  in  Floral  Designs,  in  Tan  and  Green  Shades,  Ibis  Sale  $17.50. 

100  Wilton  Rugs  30x60  inches,  $1.75  value  for  $1.19. 

Brussels  Rugs  8-3x10  6  size  Floral  and  Oriental  Designs  $12.00  value  at  $9.50. 

Wiltons  and  Wilton  Velvet  Rugs  in  all  sizes. 

CURTAINS — The  Curtain   Department  is  overflowing  -with  attractive  patterns  and  bargains.     Ma 
rials  for  Curtains  at  per  yard  9c.  \1V,K,  ISc  up  to  S5.OO. 

Lace  Curtains  45,  48  ami  50  inches  wide  at  prices  from  75c  the  pair  upwards. 

Special  Oriental  Striped  Couch  Covers— fringed— 3  yaids  long  59c.     A  Bargain. 


IT  PAYS  TO  GO  100  MILES  TO  TRADE  AT  WHITTELSEVS 


THE  WH1TTELSEY  DRY  GOODS  COMPANY, 


A  PAGE  FROM  A  STORE  PAPER 


STOKE   PAPERS  83 

The  cost  of  store  papers  will  vary  according  to  size,  the  quality  of  the  paper  used  and 
the  quality  of  the  printing.  The  best  way  for  the  merchant  to  do  is  to  make  a  contract 
with  some  newspaper  maintaining  a  job  office  to  print  them  regularly  for  a  year.  If 
this  is  done  and  there  is  any  chance  for  competition,  tenders  should  be  asked  for.  It 
will,  however,  be  very  poor  policy  for  the  merchant  to  accept  the  lowest  tender  if  it  is 
very  much  below  the  others,  because  that  means  poor  paper,  poor  printing  and  short 
count. 

Almost  every  newspaper  uses  a  considerable  quantity  of  "boiler-plate"  or  syndicate 
plates.  \Vhcrc  this  is  done  the  work  of  editing  the  paper  will  be  materially  reduced,  for 
the  merchant  can  select  such  of  this  matter  as  appears  good,  and  use  it  in  his  paper, 
thus  saving  composition. 

He  can  get  most  of  his  short  stories  in  this  way.  His  verses,  his  columns  of  wit  and 
humor,  wise  sayings,  philosophy,  entertaining  facts,  puzzles,  etc.,  can  all  be  got  in  plate 
matter.  These  plates  come  in  column  length,  but  can  be  cut  up  to  suit  any  space.  If 
plate  matter  is  to  be  used  the  column  of  the  store  paper  will  have  to  correspond  in  width 
with  that  of  the  standard  newspaper. 

The  name  of  the  little  store  paper  is  a  matter  of  considerable  importance.  It  is  use- 
less to  call  it  The  Arena,  The  .  1/v/o.v//.  The  Home  Companion,  etc.  It  should  be  named 
after  the  firm  whenever  possible.  White's  News  might  do  for  Mr.  White,  but  White's 
Store  Nctcx  would  be  better.  The  Bee  Hive  might  call  their  paper  The  Bee  Hive's 
Record,  and  so  on.  Store  News,  together  with  the  firm  name,  is  perhaps  the  best  title 
of  all. 

Funny  names  should  be  avoided.  A  firm  in  South  Carolina  published  a  paper  called 
The  Hoopty  Doodle.  This  is  very  undignified  and  must  lessen  the  weight  of  authority 
that  the  store  paper  should  have.  It  is,  to  say  the  least,  undignified  for  a  firm  to  send 
out  its  store  news  under  such  a  heading. 

We  are  giving  below  a  list  of  several  store  papers,  to  show  the  tendency  in  the  matter 
of  names.  We  could  give  many  others,  but  as  they  have  names  very  similar  there  is  noth- 
ing to  be  gained  by  doing  so. 

Dunham's  Talk.  Little's  Little  Leaflet. 

Good  Things  to  Eat.  H  of  man's  Store  Sayings. 

Anvil  Store  News.  Optical  News. 

Table  Topics.  Special  Offerings. 

Bennett's  Money  Saver.  Mollier's  Tidings. 

Helpful  Hints.  Blue  Book  Bulletin. 

Business  Buzzer.  Corry  Chronicle. 

The  title  should  appear  on  the  store  paper  in  a  similar  manner,  giving  date  and 
number  of  issue,  as  in  the  regular  newspaper. 

The  papers  may  be  ably  written  and  edited,  beautifully  printed  and  all,  but  if  they  are 
not  distributed  properly  their  value  is  nothing.  The  one  and  only  sure  way  of  having 
them  delivered  safely  and  promptly  is  by  way  of  Uncle  Sam's  mails.  This  will  cost  one 
cent  apiece,  and  will  necessitate  the  wrapping  and  addressing  of  each  separately,  but 
two  hundred  distributed  in  this  manner  is  worth  two  thousand  thrown  around  the  streets 
and  alleys. 

A  mailing  list  should  be  used.  The  names  of  householders  should  be  selected,  and 
the  addresses  should  be  accurately  given.  It  will  pay  better  to  have  a  small  list  to  whom 
a  paper  is  sent  monthly  than  to  have  a  large  list  to  whom  the  paper  is  mailed  only  occa- 
sionally. It  is  the  constant  dropping  of  the  water  that  wears  away  the  stone,  the  scattered 
drops  have  no  effect. 

It  is  possible  for  several  merchants  whose  lines  do  not  conflict  to  get  out  a  paper  on  the 
co-operative  plan.  In  such  cases  the  amount  of  reading  matter  should  be  determined, 
the  amount  of  space  allotted  to  each  advertiser  should  be  settled,  and  the  particular  space 
it  is  to  occupy  decided  upon.  Then  there  can  be  no  jealousy  or  friction.  In  cases  where 


84 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


T.  W.  Marse  &  Co.'s  Store  News 


Vol.  II. 


Taylor,  Texas,  October.  1905. 


No.  6, 


Men's  Edwin  Clapp  Shoes 

Not  another  shoemaker  puts  more  style  or  bet 
t'-r  leather  into  their  shoes  than  do  Edwin  Clapp  and 
Company.  \Ve  recommend  this  shoe  to  men  who 
want  a  dressy  shoe,  an  easy  fitting  and  a  good  wearing 
shoe.  There  are  Patent  Colts,  Corona  and  Vici,  there 
are  box  calf,  chrome  calf  and  vici  leathers.  There 
are  broad  toes  and  broad  heels.  There  are  narrow 
lasts  and  some  are  the  straight  lasts.  If  your  size 
is  from  5  to  10  and  your  width  from  B.to  E,  we  can 
fit  you 

Packard  Shoes.  Packard  at  $3  and  $3.50  is  a  shoe  we  know 
is  good.  We  have  some  of  these  made  to  our  own  ideas  and  know 
these  will  fit  you  and  please  you  in  length  of  service.  All  leathers 
that  are  good.  All  sizes,  5  to  12  and  your  size  too. 

Hamilton  -Brown  make  us  shoes  from  $1.50  to  $3  50.  These 
are  solid  leathers  well  made,  well  shaped  and  long  wearers 


Women's  Shoes  That  Are  Different 

Perhaps  you  want  to -know  where -the  -dif- 
ference lies?  To  begin  with  these  shoes  are 
made  for  us  by  Drew-Selby  Co.  These  people 
are  noted  for  making  shoes  that  are  styjish. 
They  select  their  models  from  the  Jincst  urnl 
most  exclusive  French  and  American  custom 
|  shoe  makers.  Their  shoes  are  exact  reproduc- 
tions  of  the  finest  made  to  measure  shoes  costr- 
ing  8,  10  and  16  dollars.  They  design  many  of 
their  finest  shoes  themselves.  Drew  Selby  and 
Co.,  buy  only  the  best  leathers  and  trimmings. 
1  heir  shoes  are  made  in  one  of  the  finest  fact- 
ories in  the  world  and  their  workmen  are 
among  the  most  skilled.  They  guarantee  their 
shoes  to  us,  we  in  turn  guarantee  them  to  you. 
You  may  find  here  every  style  that  is  good, 

every  wanted  leather,  be  it  patent  or  any  of  the  finer  dressed  leathers. 

Every  heel  from  low  to  high.     Every  width    from  A-   to  E,  and  the 

best  part  about  the  whole  business  is  that'  they  fit  the  feet.    They  are 

dainty,  graceful  and  easy. 

Button  Shoes,  $4  and  5.00.  Lace  shoes,  3.00  to  $5.00. 

Patent  Leather,  $3.50,  -i.oo  and  5.00. 


Wouldn't  You  Like  to  Have  a  Rain  Coat. 

The  cost  is  not  much  — $8  to  $18.  They  are  equally  us  dressy  as 
a  coat  or  cloak  and  they  are  water-proof,  damp-proof  and  pretty 
nearly  wind  proof  There  are  a  good  many  kinds  of  water-proofing 
processes  The  best  is  the  Cravenette— a  secret  of  the  Priestly  Co. 
We  guarantee  every  one  sold  New  belted  backs  and  empire  styles, 
in  tans,  greys  and  fancy  mixtures.  Don't  forget  the  prices  are  low — 
18  to  $18. 


CUTTING 

Cutting  is  natural,  says  the  Har- 
vard Lampoon.  This  so-called 
evil  of  cutting  has  been  found,  on 
investigation,  to  be  a  perfectly 
natural  thing  in  the  oourse  of 
man's  existence.  The  following  is 
the  average  amount  of  cutting 
done  by  a  man  during  his  exist- 
tence: 

At  2— Cute  his  teeth. 
At  8 — Begins  to  cut  up. 
At  16 — Cats     a    figure    with  the 

girls 
At  18 — Cuts  a  figure  in  his  pa's 

salary. 
At  19 — Cute  ice  about  town.    Cute 

lectures. 

At  20 — Cute  in  at  dances. 
At  21 — Is  cut  out  for  a  wonder  at 

graduation. 
At22-r-Meete   a    girl.      Cute    his 

rivals  on  the  street. 
At  24— Cuts  out  the  other  fellows. 


BOW-  VOV  FOX  BREAKFAST. 
Three -thousand  dogs  were  pass- 
ed as  being  fit,  for  food  *y  the 
Berlin  inspection  staff.  There  is 
almost  as  much  of  a  fad  for  dog 
meat  in  Berlin  as  there  is  for 
horseflesh  in  Paris 


Httt  CHEtSFVL  DISPOSITION. 

"Children,  you  musn't  make  so 
much  noise,"  said  the  hostess. 
"What  will  Mrs.  Brownson  think 
of  you?'T 

"Oh,  I  don't  mind  it,  Mrs. 
Smithby,"  said  the  caller,  with  a 
frigid  smile.  "I  used  to  live  near 
a  boiler  factory."— Chicago  Trib. 


A  CEKANIVM  TIP 
Gernaniums  dug  up  careful Ir 
before  frost  comes  and  hung  up  in 
a  dry  cellar  by  a  rag  about  the 
roots  will  grow  better  when  set 
out  in  the  spring  than  those  left  in 
ths  ground. 


AN    EFFECTIVELY  ARRANGED  TITLE  PAGE 


there  are  half  a  dozen  business  men  settled  in  a  cross-roads  corner  in  some  city  such  a 
co-operative  paper  could  be  made  very  profitable  and  could  be  made  to  develop  the 
little  section  into  an  important  trading  center. 

The  merchant  should  not  forget  to  place  his  address  prominently  in  his  advertise- 
ments in  the  store  paper.  They  are  as  necessary  there  as  in  the  regular  newspapers  and 
for  the  same  reasons, 


BOOKLETS,  LEAFLETS,  FOLDERS,  ETC..  85 

If  the  dealer  is  in  a  city  it  would  be  a  good  plan  to  give  explicit  instructions  in  the  way 
to  reach  his  store  from  down  town.  If  his  location  is  in  a  country  town  and  he  sends  his 
papers  outside  of  his  immediate  locality,  such  instructions  would  be  valuable  also. 

If  the  merchant  is  using  the  store  paper  to  supplement  his  newspaper  advertising,  it 
will  pay  him  well  to  frequently  advertise  the  store  paper  in  his  newspaper  advertise- 
ments, stating  that  it  will  be  sent  to  any  one  free  for  one  year.  It  could  even  be  used  as  a 
premium  if  it  has  any  pretensions  at  all  to  being  a  monthly  magazine. 

We  reproduce  the  title  page  of  a  little  store  paper  called  T.  W.  Marse  &  Co.'s  Store 
Xcictt,  published  by  that  firm  in  Taylor.  Texas.  The  make-up  of  this  page  is  very  good. 
The  division  of  the  advertisement  of  shoes  into  men's  and  women's  is  a  good  idea.  On 
this  page  there  appears  one  column  of  reading  matter  to  two  columns  of  advertisements. 
The  proportion  in  a  paper  of  this  size  is  not  bad.  As  long  as  there  is  reading  matter 
beside  the  advertisements  the  results  are  likely  to  be  good. 

We  also  reproduce  a  page  from  a  store  paper  issued  by  The  Whittelsey  Dry  Goods 
Company.  Fond  du  Lac,  Wis.  This  page  appears  without  reading  matter  to  help  draw 
attention  to  it.  The  effect  of  the  page  is  not  good,  because  the  type  matter  seems  to  sprawl 
all  over.  White  space  is  not  concentrated  enough  to  make  a  good  display. 

The  dummy  page  for  a  store  paper  reproduced  from  Brains  is  a  good  one  to  follow. 
It  is  suggested  there  that  the  whole  four  pages  have  the  same  arrangement.  We  would 
suggest  that  the  arrangement  of  all  four  pages  be  entirely  different.  For  instance,  on 
one  page  a  full  column  could  be  used  for  an  advertisement  with  perhaps  a  part  of  another 
column  containing  a  smaller  one.  On  another  page  the  last  two  columns  might  be  adver- 
tising and  the  first  two  reading  matter. 

The  make-up  of  the  pages  should  be  varied,  for  two  reasons  at  least.  One  is,  for  the 
sake  of  change — variety.  The  eye  is  attracted  more  quickly  by  contrast  than  by  sym- 
metrical arrangement.  The  other  reason  is  more  important.  If  every  page  presents 
the  same  appearance  people  are  apt  to  skip  over  a  page,  thinking  they  have  already 
read  it. 

People  do  not  always  read  a  paper  at  one  sitting,  and  when  it  is  picked  up  the  second 
time,  there  being  no  variation  in  make-up,  the  reader  does  not  know  where  to  begin  or 
where  they  left  off  reading. 


CHAPTER  XVI 

BOOKLETS,  LEAFLETS,  FOLDERS,  ETC. 

THE  booklet  is  one  of  the  most  approved  methods  of  sending  an  advertiser's  message 
into  the  home  or  office.     It  is  more  personal  than  a  newspaper  advertisement, 
and  is  usually  more  explicit  and  entertaining.     When  properly  mailed  it  will 
reach  the  parties  intended.     Its  value  does  not  often  stop  there,  for  after  the  person  to 
whom  it  is  addressed  has  absorbed  the  message,  it  is  cast  aside  and  is  usually  read  by 
many  others  before  it  is  finally  destroyed. 

The  retailer's  booklet  is  likely  to  be  of  interest  to  all  men  and  women,  and  the  more 
times  it  is  read  the  better  the  chance  for  returns.  Unless  it  is  neat  in  appearance,  outside 
and  inside,  it  is  likely  to  be  destroyed  at  once  without  a  reading.  The  retail  merchant 
who  gathers  together  a  few  cuts,  sometimes  obsolete,  or  entirely  foreign  to  the  subject 
matter,  and  prints  these  with  a  few  incomplete  descriptions  and  prices,  cannot  expect  to 
get  good  results. 


86 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


SUMMER 

FOOT 

COMFORT 


The  booklet  has  been  aptly  termed  "the  aristocrat  of  advertising."  Some  of  them 
are  indeed  veritable  works  of  art.  Others  are  mere  straightforward  business  messages. 
Art  books  are  likely  to  be  preserved,  but  the  booklet  is  intended  to  be  read  and  not  pre- 
served. The  retailer  should  place  business  first  in  this  matter  and  art  last. 

At  the  same  time  the  booklet  requires  more  care  in  preparation,  if  possible,  than  any 
other  piece  of  printed  matter  prepared  for  the  store.  It  is  a  prospectus  of  the  store  and 
as  such  should  represent  the  store.  If  it  is  of  flimsy  material  and  poorly  printed,  the  store 
is  likely  to  be  thought  shabby  and  cheap,  when,  perhaps,  the  opposite  is  the  case. 

In  sending  forth  a  booklet  the  merchant  has  a  much  wider  field  than  the  newspaper 

offers  him.  His  story  does  not  require  to 
be  boiled  down  to  a  few  sentences.  He 
does  not  have  to  dwell  upon  only  one 
phase  of  the  subject  at  a  time,  but  can 
treat  the  whole  subject  as  he  chooses. 
He  has  all  the  space  he  requires  and 
should  tell  his  story  and  stop.  Then  he 
should  decide  how  large  the  booklet  must 
be  to  contain  his  message. 

The  best  paying  booklet  for  the  re- 
tailer is  one  that  will  combine  all  the 
best  features  of  the  catalogue,  the  circu- 
lar, and  the  newspaper  advertisement. 
The  booklet  that  is  merely  a  circular  in 
disguise  is  no  better  than  a  circular. 

In  shape  the  merchant  has  an  end- 
li »  variety  to  choose  from.  Freak  shapes 
have  their  value,  as  all  freak  printing  has, 
but  it  is  more  of  an  experiment  than  any 
other  kind  of  printing.  When  it  "takes" 
it  is  very  valuable,  but  when  it  does  not 
it  is  valueless. 

The  best  shape  booklet  for  the  retail 
merchant  is  an  oblong  or  square  in  one 
of  the  standard  measurements.  A  size 
that  fits  into  a  man's  coat  pocket  is  pre- 
ferable when  it  is  to  be  sent  to  men. 
Booklets  too  large  to  fit  the  pocket  are 
usually  laid  away  and  finally  forgotten 
and  never  read. 

Perhaps  the  best  size  to  use  is  one 
measuring  three  and  a  quarter  inches 
across  the  page  by  six  and  one-half  inches 
long.  This  will  fit  easily  into  a  number 
six  and  a  half  or  seven  envelope.  When 
booklets  are  to  be  mailed  odd-shaped 
sizes  are  of  ten  hard  to  fit  with  regular  stock 
size  envelopes,  which  necessitates  having 
special  sizes  made  at  a  special  price. 

A  booklet  may  be  composed  of  eight  or  more  pages.  The  eight,  or  at  most,  sixteen, 
page  booklet  should  be  large  enough.  If  it  is  not  it  would  be  preferable  to  divide  the 
subjects  carefully  and  issue  two  booklets. 

A  booklet  having  abnormally  large  pages  and  few  in  number  always  looks  skimpy 
and  should  never  be  issued  when  a  smaller  size  with  more  pages  can  be  used.  A  booklet 
with  a  goodly  number  of  small  pages  always  looks  "stockier"  than  a  thin  one  having 
larger  and  fewer  pages. 


WHAT 

TO 
WEAR 


R.  H.  FYFE  &  CO. 


183-185    WOODWARD 
DETROIT 


BOOKLETS,  LEAFLETS,  FOLDERS,  ETC.  87 

The  scope  of  the  booklet  is  without  limitation.  Its  purpose  is,  primarily,  to  interest 
thr  reader — as  much  so  as  if  it  was  a  novel  or  a  book  of  adventures — and  secondarily,  to 
skillfully  direct  attention  to  the  advertiser's  wares. 

A^  the  ultimate  purpose  of  the  booklet  is  to  sell  goods,  it  should  be  filled  with  matter 
calculated  to  interest,  instruct,  or  amuse  the  class  of  persons  who  may  be  possible  buyers 
of  those  goods. 

The  booklet  should  be  entertaining  reading.  It  should  not  be  too  technical.  In 
fact,  the  less  technical  language  used  the  better.  The  popular  terms  should  always  be 
used  because  then  they  will  be  understood.  When  technical  terms  are  necessary  it  is  wise 
to  use  qualifying  or  defining  phrases  with  them,  giving  their  popular  meaning  as  well. 

Humor  is  permissible  in  a  booklet,  but  it  is  a  wise  man  who  avoids  it.  The  more 
business-like  the  merchant  can  be  the  better.  Smartness  and  cuteness  is  inexcusable. 
The  diction  should  be  smooth  and  carry  the  reader  easily  along.  It  is  not  necessary  to 
chop  ii|>  the  sentences  or  even  the  paragraphs.  Let  the  paragraphs  naturally  divide 
themselves  and  avoid  long  ones  when  possible. 

The  booklet  should  usually  be  illustrated.  Cuts  illustrating  the  articles  described  are 
usually  best  of  all,  but  sometimes  cuts  illustrating  some  thought  in  the  text  can  be  made 
of  telling  force. 

A  booklet  may  be  issued  by  the  retailer  for  the  purpose  of  promoting  the  sale  of  one  line 
of  goods  only,  or  it  may  cover  several  or  all  the  lines  he  carries,  and  be  also  used  for  the 
purpose  of  familiarizing  the  general  public  with  his  store. 

Booklets  can  be  used  at  any  time.  They  may  be  made  seasonable  by  issuing  them 
at  regular  intervals.  The  shoe  merchant,  for  instance,  may  issue  a  booklet  in  the  spring 
and  another  in  the  fall.  He  may  add  another  for  Christmas  trading,  and  for  any  other 
special  event,  but  the  spring  and  fall  issues  should  be  his  special  ones. 

The  clothier  and  furnisher  can  issue  any  number  of  little  booklets  during  the  year. 
He  can  have  one  for  spring  hats;  for  spring  shirts,  neckwear,  etc.;  for  spring  clothing. 
Later  he  can  use  one  devoted  to  straw  hats,  or  to  summer  suits,  or  he  can  combine  these 
into  one.  Overcoats  and  heavy  underwear  will  demand  another  in  the  fall. 

A  fairly  good  booklet  of  eight  pages  with  self-cover  can  be  prepared  and  printed, 
exclusive  of  cuts,  at  a  cost  of  about  ten  dollars  a  thousand  for  the  first  thousand.  The 
second  and  subsequent  thousands  will  usually  cost  about  a  third  less  than  the  first  thou- 
sand. If  a  cover  is  used,  of  cover  paper,  the  cost  of  course  would  be  more. 

An  artistic  cover  usually  adds  considerable  to  the  value  of  a  booklet.  When  cover 
paper  is  used  care  should  be  taken  to  have  the  ink  harmonize  with  the  color  of  the 
paper. 

A  title  page  similar  to  that  of  R.  H.  Fyfe  &  Co.  is  made  up  of  single  and  double 
rules.  Simplicity  lends  to  this  an  artistic  effect  that  much  ginger-bread  ornamentation 
would  destroy.  When  a  fancy  border  is  used  the  page  becomes  more  complicated  and 
is  in  the  end  often  less  artistic.  When  the  rules  are  printed  in  red  and  the  type  matter 
in  black  the  result  is  very  attractive.  If  this  is  done  it  is  wise  to  use  a  rule  border 
around  all  the  pages  of  the  booklet,  also  printed  in  red. 

When  colored  cover  paper  is  used  there  should  be  no  printing  on  the  inside  of  the  cov- 
ers, either  at  back  or  front.  But  where  no  special  cover  paper  is  used  the  inside  of  the 
cover  becomes  page  two.  Upon  this  page  it  is  usual  to  give  some  kind  of  an  introduction. 
Here  is  one  from  a  recent  booklet: 

"This  store  is  grateful  for  the  patronage  it  has  enjoyed  for  the  past 
seventeen  years,  and  trust  we  have  earned  your  support  by  deserving  it. 
We  have  devoted  a  lifetime  to  study  of  the  feet,  and  every  subject  pertain- 
ing thereto. 

"We  have  continually  worked  on  the  basis  that  a  correctly  shaped  and 
properly  made  shoe  has  all  to  do  with  the  welfare  of  the  feet.  We  attribute 
our  success  as  a  result  of  careful  attention  to  all  the  little  details  of  the  wants 
of  our  customers. 


88  HOW  TO  ADVERTISE  A  RETAIL  STORE 

"We  mention  in  this  booklet  a  few  of  the  many  styles  we  are  showing  this 
season.  We  believe  that  these  shoes  are  the  best  results  of  skillful  work- 
manship, and  examples  of  good  shoemaking. 

"Our  footwear  has  given  satisfaction  because  of  the  good  qualities  it 
possesses." 

The  policy  of  the  store  is  here  defined  and  is  a  good  one,  viz.,  correct  shoes  correctly 
fitted. 

As  many  retailers  must  prepare  all  their  own  printed  matter,  including  booklets, 
folders,  etc.,  it  may  be  wise  to  give  a  few  hints  as  to  how  specifications  for  printing  should 
be  constructed  for  the  information  of  the  printer  in  submitting  an  estimate. 

In  the  first  place,  if  you  have  seen  a  booklet  or  piece  of  printed  matter  you  particu- 
larly desire,  it  is  always  well  to  submit  it  along  with  your  specifications.  This  is  often 
of  great  service  to  the  printer  in  arriving  at  a  definite  understanding  as  to  your 
wants. 

In  stating  the  character  of  a  proposed  publication  it  should  always  be  indicated  as 
to  whether  booklet,  folder  or  catalogue  is  desired  and  the  general  purpose  for  which  the 
issue  is  intended  and  the  class  of  |>eople  whom  it  is  to  reach,  should  also  be  noted. 

If  there  is  to  be  but  one  edition  the  number  of  copies  required  should  be  carefully 
stated.  If  there  are  to  be  several  editions  the  minimum  and  maximum  editions  should 
be  given  in  order  to  strike  an  average  estimate  for  the  job.  An  outline  for  the  book, 
with  the  number  of  pages  to  be  devoted  to  illustration  and  reading  matter,  as  well  as  some 
idea  as  to  the  amount  of  illustration  desired  is  information  not  to  be  neglected. 

A  dummy  for  each  page  should  be  prepared  and  submitted  with  the  text  to  be  used. 
as  it  is  almost  essential  that  the  matter  to  be  used  be  measured  for  the  purpose  of  esti- 
mating the  cost  of  composition. 

In  the  matter  of  paper  economy  a  book  or  booklet  should  be  in  such  a  form  as  to  be 
divisible  by  eight  or  sixteen  pages,  inasmuch  as  the  smallest  form  is  usually  eight  pages 
and  the  largest  thirty-two.  This  will  save  you  presswork  and  will  also  save  paper. 

In  calculating  for  the  size  of  the  page  it  is  always  well  to  allow  from  one-half  to  one 
inch  for  margin  around  the  tyj>e  page,  this  applying  particularly  to  the  use  of  any  cuts 
that  may  already  be  in  your  possession  or  that  you  propose  to  order. 

It  is  well  to  personally  consult  the  printer  regarding  the  quality  of  paper  you  wish  to 
use,  as  he  is  always  fully  conversant  with  prices  and  can  be  of  much  assistance  to  \<>u  in 
making  your  selection.  You  may  have  your  own  particular  style  of  type  you  wish  used. 
If  you  do  not  have  them,  go  through  booklets  and  other  printed  matter  and  select  the 
type  that  appeals  to  you  most  and  submit  it  with  your  estimate. 

In  the  matter  of  cuts  a  well  defined  idea  as  to  what  you  will  require  should  be  yours 
before  you  submit  your  estimate  to  the  printer.  In  case  you  wish  to  have  the  engravings 
made,  it  is  always  well  to  specify  also  the  number  of  square  inches  of  half-tones,  vignette 
half-tones,  zinc  etchings  or  wood  cuts  you  will  require.  This  matter  should  be  sub- 
mitted with  the  estimate  to  the  printer  in  case  he  is  also  an  engraver,  otherwise  it  may 
be  submitted  as  a  separate  estimate  for  the  engraver. 

The  cover  design  is  a  matter  of  taste  and  your  desires  as  to  the  number  of  colors  used 
should  be  distinctly  stated.  If  you  think  results  would  be  increased  by  the  use  of  some- 
thing unique  in  a  cover  effect,  say  so. 

The  presswork  and  binding  may  be  safely  left  to  the  printer.  Books  that  carry  as 
high  as  48  pages  may  be  saddle  stitched  with  wire  through  the  center  of  the  inside  pages 
and  cover.  Those  of  48  pages  or  more  are  usually  side  stitched  inside  pages,  with  cover 
glued  on.  Should  the  book  contain  a  number  of  pages  less  than  100  the  most  satisfactory 
form  of  binding  will  be  by  sewing;  this  allows  the  book  to  open  flat  at  any  portion.  How- 
ever, books  of  over  this  size  can  not  be  well  treated  in  this  way.  Small  booklets  may  be 
tied  with  silk  cord  or  string. 

The  full  page  advertisement  of  Wanamaker's  is  reproduced  because  of  its  excellent 
display  and  unique  composition.  Similar  matter  suitable  for  the  merchant's  own  store, 


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1371  »»4  111 

«f  ifvi-rhur.  tdjiMtiWc  if<»  If  MM  »«» 
*(iovr  (utS.«nt.  JJO 

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.nd  l»5 
mtf  ,™.  told  «.«.  K»  1°  CS 

..Ik  «mbr.U,.  15  I 

full  e»H— 1014  llilklt— IS  to  112 


r.«l,n('b.i«t.    frltfd.   |1S   to   ) 
Nitktlf  "fOl'l    hMfm    (til). 

Su4ow  dumb  b«lU.  f- 
Firttidc   (S».n.  11275  to  181 


of-sll-uiovh 


ofpoMcfman 


90  HOW  TO  ADVERTISE  A  RETAIL  STORE 

prepared  in  a  similar  manner  would  make  an  excellent  Christmas  booklet.  The  divisions 
could  hardly  be  more  suitable  had  they  been  prepared  for  a  special  booklet. 

An  eight-page  booklet,  with  type  pages  measuring  2:nj  by  4|  inches  would  cost  under 
ordinary  circumstances  about  ten  dollars. 

Here  is  the  way  the  estimate  is  obtained: 

A  type  page  measuring  2i:V  by  4|  inches  equals  20  by  42  ems,  or  a  total  of  840  cms 
to  the  page. 

Eight  pages  make  6,720  ems.  Printers  in  small  towns  charge  from  25  to  50  cents  a 
thousand  ems  for  composition.  A  fair  charge  is  :>.">  cents,  making  $2.35  for  composition. 

Imposition,  or  making  the  pages  up  into  a  form  for  the  press,  is  usually  figured  at  .'5.3 
cents  an  hour  for  the  time  required.  An  eight-page  booklet  could  be  imposed  in  two 
hours,  making  70  cents. 

Now  conies  presswork,  slock,  and  ink.  We  will  figure  on  one  thousand  copies.  Fifty 
cents  an  hour  is  usually  charged  for  cylinder  presswork.  It  would  take  about  an  hour  to 
make  the  form  ready  for  printing,  and  about  one  hour  to  run  one  thousand,  making  $1. 

The  cost  of  ink  in  a  thousand  run  is  usually  put  at  25  cents. 

The  stock,  or  paper,  is  charged  by  the  pound.  The  stock  here  would  cut  four  booklets 
to  the  sheet.  A  thousand  copies  would  need  250  sheets  or  half  a  ream.  Supposing  our 
paper  weighs  50  pounds  to  the  ream,  and  sells  at  8  cents,  one-half  ream  will  cost  $2. 

Then  there's  the  binding.     A  thousand  eight -page  booklets  would  cost  about  75  cents. 

If  we  allow  $3  for  cuts  the  cost  of  1,000  booklets.  :!]  by  51  inches  would  cost  $10.05. 
Here  are  the  figures: 

Cuts $3.00 

Composition 2 . 35 

Imposition 70 

Make-ready  and  presswork 1 . 00 

Ink *. .25 

Half  ream  50  Ib.  stock  at  8c. 2 .00 

Binding ." 75 


Total $10.05 

Each  additional  thousand  after  the  first  would  cost  what  the  presswork,  ink,  paper, 
and  binding  amount  to,  or  about  $3.50.  Of  course,  these  prices  will  vary  in  different 
towns  and  cities. 

We  are  reproducing  the  cover  and  inside  pages  of  a  booklet  used  by  the  John 
Schroeder  Lumber  Co.,  Milwaukee,  Wis.  This  is  a  very  good  booklet  and  as 
announced  on  its  title  page  tells  the  story  of  hardwood  flooring  in  nine  chapters, 
illustrated.  At  the  very  start  one's  attention  is  gained  by  the  attractive  cover;  the  title- 
page  is  brief  and  to  the  point.  All  of  the  talks  are  interesting  and  not  long  winded.  The 
man  who  prepared  the  copy  didn't  try  to  make  a  long  drawn  out  story  of  it,  but  simply 
tried  to  tell  the  facts  that  would  prove  of  interest  to  prospective  customers. 

The  pages  showing  the  manufacture  of  "Steel  Polished  Perfection  Flooring"  are  well 
illustrated  and  in  logical  order.  Some  of  the  departments  the  reader  will  note  are  illus- 
trated by  half-tone  reproductions,  others  by  line  drawings.  The  cuts  for  these  pages 
were  originally  used  in  trade  journal  advertisements,  and  used  consecutively  must  have 
been  profitable  trade  journal  publicity. 

A  leaflet  is  practically  a  small  booklet.  It  is  usually  of  but  four  pages,  the  sheet  being 
folded  once,  but  if  folded  into  more  pages  and  not  stapled  or  bound,  and  the  leaves  uncut, 
it  is  still  called  a  folder. 

The  shorter  the  message  on  a  leaflet  the  better  it  is  apt  to  prove  for  the  merchant.  A 
booklet  may  be  long  and  wordy,  but  a  leaflet,  never.  The  message  in  a  leaflet  to  a  certain 
extent  is  similar  to  that  on  a  billboard.  It  must  be  so  that  he  who  runs  may  read.  If 
it  is  not  read  when  it  is  first  received  it  goes  into  the  waste  paper  basket. 


Good  lujht;  perfect  ventilation.  Unctljr 

»....!     \,l,r<..  J    ,!,  1.^*1  II    ..fll.K  1  ..   l.'fv 

the  michioei  of  thi>  wonderful 
t  "i      I   j  nrtttm  be  overlooked  lor  they  it  u  th>I 
Ik.  perfect  6t  .nd  rich  tauh  «  rte.ll, 


The  Grading 

Room  Foreman 


KUUI  the  factory  dircctTy  to  us  to  be  sorted  into 
three  grade*— Clear,  No  i  and  Factory— «nd  then 
bundled  in  the  troughs  accurately  gauged  to  feet 


qoal  .,  _ 
of  the  Schroedcr 
the  factory  flooring 


the  ver) 
«a«,  only  b» 

John   Schroeder  Lumber  Co, 

Milwaukee 


*•---••  '•:;-:*,-^  ">-'r->""-i'r~^-e-'r«r?r~";i7:---"ViJt*3 

>-'v •-'•>".;; •r->'»^»i tp^-  ^ .  ;,"•  •-'    ^>-*T;<T-^? 

""'   ""       *•-— - 


"c"        -'  -*•"'*'        •  .-*-'  "  J^t*? 

.,,^^^i 

~<*--V&-c-S  "' 


92 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


A  striking  illustration  or  a  catchy  headline,  or  more  properly  speaking,  title,  will 
often  save  the  booklet  and  leaflet  from  becoming  valueless. 

A  leaflet  should  advertise  but  one  line  to  a  page.  Any  more  will  burden  the  reader, 
or  he  will  think  it  will,  which  is  the  same  thing. 

A  booklet  or  leaflet  printed  in  two  or  more  colors  is  worth  all  it  costs  for  extra 
presswork.  Colors,  especially  bright  reds  and  greens  catch  the  eye  quicker  than  a  solid 
black  can. 

Red  and  black,  green  and  yellow,  black  and  red,  go  well  together.  There  are  dozens 
of  other  good  combinations. 


QUALITY  TOLD  BY  1 


tofai  Schrooder  Lumber  Cocnpflcy 


2f  Woodsman-        The  Yard Man  „ 


JOHN  SCHROEDER. 
LUMBER  Co. 


JUST  A  WORD  ABOUT 
THE  BOOK 

/TV!  SUING  u,«to  _fcr,»  COT*  tt. 


Johrt  Schroeder  Lumber  Co. 


The  \Steaming-Room 
flfan 


The  'Dry  Kiln 


i9m  SCHIOEDEI  'LuNBM  COMPANY 


FLOORING   FACTS 

WE  MANUFA 
»_..__.  _..  ,.. 
Mctwn  in  tn 


H.  1.  tX   Md  > 

:     H  «nd  T>.  io 


CIRCULARS,  ADVERTISING  LETTERS,  MAILING  CARDS          93 

As  before  stated  it  is  advisable  to  mail  the  booklet  to  prospects.  Some  other  methods 
of  distribution  may  seem  less  costly,  but  are  likely  to  prove  more  expensive *in  the  end.  A 
booklet  is  a  message  from  the  advertiser  to  the  consumer.  If  the  consumer  receives  the 
message  the  booklet  has  done  its  duty.  It  is  questionable,  then,  whether  the  message  is 
delivered  if  the  booklets  are  thrown  on  doorsteps  or  stuffed  into  mail  boxes  unstamped. 
In  nine  cases  out  of  ten  the  person  intended  to  receive  it  never  sees  it. 

Heavily  coated  paper  when  converted  into  a  booklet  should  always  be  delivered  flat. 
The  writer  remembers  receiving  a  handsome  booklet,  one  that  must  have  cost  all  of  half 
a  dollar  to  prepare  and  print,  in  an  almost  unreadable  condition.  This  was  caused  by 
rolling.  The  advertiser  instead  of  using  envelopes  used  wrappers  and  there  being  but 
four  pages  in  the  booklet  it  was  crushed  in  the  mails  and  opened  up  with  the  surface  all 
crushed  and  creased.  If  the  advertiser  could  have  seen  his  booklet  when  delivered,  and 
studied  out  the  effect  it  might  have  upon  most  persons  receiving  it,  he  would  have  "cursed 
his  folly"  in  trying  to  save  a  few  cents  by  using  the  wrappers  instead  of  envelopes. 


CHAPTER  XVII 

CIRCULARS,  ADVERTISING  LETTERS,  MAILING  CARDS,  ETC. 

CIRCULARIZING  has  been  tested  by  some  of  the  largest  advertisers  and  found 
to  bring  adequate  returns.  It  has  also  been  tested  by  hundreds  of  smaller  adver- 
tisers, who  are  not  so  sure  that  it  is  resultful  advertising.  The  difference  in  the 
experience  of  these  advertisers  is  easily  accounted  for.  It  is  not  the  method  that  is  at 
fault,  but  the  manner  in  which  it  is  carried  out. 

Every  merchant  receives  circulars,  sometimes  a  number  in  the  same  bunch  of  mail. 
How  many  does  he  read?  Perhaps  not  more  than  10  per  cent,  of  them.  The  other  90 
per  cent,  are  cast  aside  as  worthless.  A  glance  is  all  they  get.  Some  are  too  long,  run- 
ning even  to  two  or  more  closely  printed  or  typewritten  pages.  Others  are  obviously 
from  small  and  inexperienced  firms,  for  these  are  printed  in  some  obscure  job  office  whose 
facilities  for  turning  out  printing  are  obsolete.  Cheap  paper  characterizes  a  great  many 
of  them.  All  are  hopelessly  bad. 

In  the  matter  of  good  or  poor  printing  the  retailer  should  be  a  good  judge — he  has 
abundant  opportunity  for  studying  style  and  workmanship  in  printed  things. 

For  the  purpose  of  distinction  we  have  named  a  printed  proposition  a  circular,  and  a 
circular  letter,  whether  it  be  written  or  printed  as  an  advertising  letter.  The  circular 
proper  will  not  be,  or  seem  to  be,  a  letter.  If  the  reader  will  remember  this  distinction 
we  are  making  he  will  more  easily  understand  the  purport  of  this  chapter. 

The  circular  then  is  a  printed  proposition  made  by  the  advertiser  and  mailed  to  indi- 
vidual addresses.  This  circular  may  be  folded  and  inclosed  in  an  envelope,  or  it  may 
be  folded  so  as  to  pass  through  the  mails  without  a  covering. 

It  may  be  of  varying  sizes,  from  one  the  size  of  ordinary  note  to  one  the  size  of  a  news- 
paper page.  The  latter -size  is  rather  too  unwieldy,  and  if  there  is  a  necessity  for  that 
much  space  being  used  it  had  better  be  made  into  a  pamphlet  or  booklet. 

A  circular  may  be  printed  on  only  one  side  of  the  sheet  or  may  be  folded  and  printed 
on  both  sides,  forming  more  than  one  page. 

The  gist  of  the  whole  message  should  be  told  in  the  headline.  It  should  be  printed 
in  large  readable  type.  This  type  need  not  necessarily  be  a  heavy  face,  for  a  good  legible 
light  face  type  is  much  better.  The  body  should  never  be  set  in  type  smaller  than  ten 
point  if  it  can  be  avoided — twelve  point  type  is  better  still.  The  circular  may  be  illus- 
trated, and  if  half-tones  are  used  a  very  good  class  of  paper  should  be  used.  In  any  case 
the  paper  thould  be  a  fair  quality  of  book  paper. 


94  HOW  TO  ADVERTISE  A  RETAIL  STORE 

The  address  of  the  advertiser  should  appear  at  the  bottom  of  the  circular  and  should  be 
full  and  explicit. 

For  the  purpose  of  drawing  attention  there  may  be  some  such  legend  upon  the  wrap- 
per as  "This  is  not  a  waste  basket  circular  and  you  can  prove  it,"  or  "1hi.s  circular  con- 
veys a  message  for  you,  don't  throw  it  away,"  or  "This  message  is  intended  for  you, 
not  the  waste  paper  basket."  The  circular  should  always  be  sent  out  under  one  cent 
postage.  It  is  not  necessary  to  pay  letter  postage  on  a  printed  circular.  By  placing  a 
red  stamp  on  the  envelope  and  sealing  it  the  advertiser  is  assured  only  that  the  envelope 
will  be  opened,  not  that  the  circular  will  be  read  as  some  advertisers  assert. 

The  advertiser  should  not  take  too  much  for  granted  in  any  of  his  printed  literature. 
This  should  be  remembered  in  preparing  both  circulars  and  advertising  letters,  Because 
the  advertiser  knows  his  proposition  so  thoroughlv  is  no  reason  for  believing  that  every- 
one to  whom  the  circular  is  directed  will  know  it  also.  The  object  of  the  circular  is  to 
be  informing.  Some  circulars  are  cut  too  short.  They  are  too  brief  to  allow  of  a  full 
exposition  of  the  proposition  being  made.  Such  circulars  cannot  make  sales. 

The  circular  which  is  a  circular  pure  and  simple,  and  does  not  pretend  to  be  a  letter, 
is  just  as  effective  to-day  as  it  ever  was  in  bringing  trade.  It  is  printed  in  plain  type,  on 
good  paper,  and  is  just  a  circular.  In  it  the  advertiser  states  his  proposition  as  tersely 
and  as  briefly  as  possible.  The  message  is  absorbed  by  the  one  who  receives  it,  even 
when  its  final  resting  place  is  the  waste  paper  basket. 

The  advertising  letter  is  a  higher  phase  of  advertising  matter  than  the  circular.  It  is 
a  letter  that  is  sent  out  as  a  personal  letter,  but  is  produced  by  the  hundreds  or  thousands 
and  sent  to  lists  of  names  as  varying  in  si/.e  as  is  the  advertiser's  campaign. 

It  is  the  old  circular  letter  scientifically  metamorphosed  into  a  personal  letter.  A> 
such  it  is  sure  to  reap  greater  returns  for  the  advertiser. 

Franklyi i  Hnbbs,  one  of  the  best  posted  men  in  the  United  States  on  advertising 
letters,  says  of  them: 

"An  advertising  letter  must  first  be  well  written,  then  reproduced  so  that  it  will  have 
the  appearance  of  a  typewritten  communication.  Much  also  depends  on  the  list  of  peo- 
ple to  whom  it  is  sent,  and  much  on  the  day  of  mailing.  Two-cent  postage  is  essential, 
and  there  are  a  number  of  other  little  details  that  make  for  results,  which  are  commonly 
overlooked  by  those  who  mail  direct  advertising. 

"In  writing  an  advertising  letter  too  many  advertisers  fail  to  make  it  a  letter.  In- 
stead, the  tendency  is  to  write  simply  a  circular  which,  upon  first  sight,  is  seen  to  be  such. 
I  find  it  difficult  to  convince  some  advertisers  that  an  advertising  letter  is  not  a  catalogue, 
a  booklet  or  a  price  list.  They  want  to  tell  too  much,  and  in  place  of  a  letter  would  send 
what  is  simply  an  advertisement  in  letter  form.  Eighty  per  cent,  of  all  the  circular  letters 
sent  out  announce  themselves  as  an  advertisement  in  the  first  line  with  some  such  begin- 
ning as,  'I  want  a  moment  of  your  time,'  or  'Will  you  pardon  us  if  we  venture  to  call  your 

attention  to .'  The  other  20  per  cent,  go  to  opposite  extremes,  and  endeavor  to  be 

familiar,  overlooking  the  fact  that  a  facetious  communication  is  never  sent  in  the  regular 
course  of  business  correspondence  to  a  stranger. 

"The  familiar,  or  clever  letter,  is  dangerous,  for  one  never  knows  whom  it  will  reach 
in  general  mailing. 

"An  advertising  letter  must  be  something  more  than  a  circular,  and  it  is  still  something 
less  than  a  personal  letter,  because  it  must  be  mailed  to  a  large  list  of  people  of  different 
temperaments.  If  true  to  its  name  it  should  be  as  near  a  combination  of  advertisement 
and  letter  as  one  can  put  together. 

"  Language  should  not  be  too  precise,  for  real  letters  are  dictated.  Use  idiom  rather 
than  rhetoric,  and  familiar  expressions  instead  of  exact  grammar." 

A  large  publishing  concern  in  Chicago  has  done  considerable  circularizing.  Some 
of  their  advertising  letters  are  very  good,  while  some  of  them  are  just  ordinary.  One  of 
them  that  reached  a  salesman  reads: 

"You  have  been  waiting  a  long  time  for  a  book  on  business  correspondence  of  actual 
figure-able  value. 


CIRCULARS,  ADVERTISING   LETTERS,  MAILING  CARDS  95 

"A  practical  book — a  book  that  would  take  the  real  everyday  letters  you  dictate — 
show  you  how  to  make  them  stronger — more  forceful — more  effective,  etc." 

This  salesman  never  dictated  a  letter  in  his  life.  He  never  had  anything  to  do  with 
the  office  correspondence.  Is  it  not  absurd  then  that  such  an  advertising  letter  should 
be  sent  to  him? 

Another  one  that  reached  a  poor  bookkeeper,  who  was  toiling  from  morning  until 
night,  contained  this  frank  inquiry: 

"Be  frank  with  yourself,  for  a  moment 

"Are  you  perfectly  satisfied  with  the  way  your  books  are  being  kept? 

"Are  you  willing  to  wait  until  February  15th  for  a  statement  of  your  January  busi- 
ness? etc." 

We  wonder  what  the  poor  bookkeeper  thought  was  coming. 

Another  letter  begins: 

"I  made  a  determination  to-day. 

"I  resolved  to  place  in  your  hands  for  your  inspection  and  criticism — and  in  the 
hands  of  every  live,  progressive  business  man — a  set  of  our ." 

These  are  samples  of  form  letters  that  are  sent  out  by  the  thousands.  They  are  merely 
circulars  after  all,  and  are  masquerading  under  the  guise  of  personal  letters.  They  are 
printed  in  imitation  typewriting  on  the  firm's  letter-paper  and  are  signed  by  a  pen  and 
the  addresses  filled  in  with  a  typewriter. 

There  has  been  an  attempt  made  to  strike  a  personal  note  in  each  of  these  letters 
that  when  they  did  reach  the  right  hands  must  have  brought  good  returns.  But  when 
they  reach  men  whose  business  is  of  a  different  nature  it  merely  causes  a  smile,  while  the 
letters  are  tossed  into  the  waste  basket,  and  help  to  swell  the  enormous  amount  of  money 
spent  in  useless  advertising. 

The  circular  letter  or  the  advertising  letter  should  be  printed  in  imitation  writing,  or 
typewriting,  if  possible,  and  the  names  filled  in,  but  many  small  firms  cannot  afford  to 
have  their  few  hundred  advertising  letters  printed  at  so  much  expense.  Any  printing 
office  can  supply  a  good  printed  circular  letter  which  for  the  purposes  of  the  small  retailer 
is  likely  to  be  just  as  effective  as  the  more  expensive  kind. 

It  should  be  a  letter.  It  should  start  off  with  "Dear  Sir."  The  letter  should  be  just 
the  same  as  if  it  had  been  written  personally.  It  need  not  be  polished  into  a  literary  gem. 
If  it  is,  it  is  likely  to  soar  above  the  heads  of  commonplace  business  men.  The  person- 
ality of  the  writer  will  have  been  squeezed  out  of  it  entirely. 

There  are  many  times  when  a  circular  letter  sent  to  a  selected  list  of  customers,  or 
persons  who  might  become  customers,  will  bring  quicker  returns  than  an  advertisement 
placed  in  a  newspaper.  The  cost  will  be  about  the  same,  but  the  direct  message  contained 
in  the  circular  or  advertising  letter  will  act  quicker. 

Supposing  the  shoe  merchant  decides  to  try  out  circular  letters  for  a  season.  His 
first  task  will  be  to  make  up  his  list  of  names.  It  is  hardly  possible  to  make  advertising 
letters  pay  if  the  same  circular  is  sent  to  the  lawyer  and  doctor,  the  artisan  and  mechanic, 
the  farmer  and  merchant.  Lists  for  the  trade,  lists  for  lawyers  and  judges,  lists  for 
doctors,  lists  for  mechanics,  etc.,  should  be  prepared  and  letters  should  be  written  espe- 
cially for  each  list  when  it  is  at  all  possible. 

Suppose  he  has  his  lists  ready,  and  the  spring  season  is  opening.  To  the  lawyer,  doctor, 
preacher  and  men  of  that  class  he  advertises  his  better  grades  of  shoes.  To  the  mechanic 
and  laborer  he  advertises  his  medium  and  working  grades.  Supposing  he  has  only 
1,000  names  in  his  lists;  these  may  be  sub-divided  into  five  classes  averaging  two  hundred 
names  each.  It  will  cost  practically  five  times  as  much  to  prepare  these  five  circular 
letters  as  it  would  to  prepare  but  one  letter  for  the  whole  thousand.  The  cost  of  mailing 
is  the  same  either  way. 

How  about  returns?  The  same  letter  sent  to  every  name  on  the  list  must  be  so  gen- 
eral in  tone  as  to  include  all  classes  within  its  range.  It  might  be  likened  to  the  old  shot- 
gun. It  is  well  loaded,  but  it  scatters  so  that  only  small  game  can  be  brought  down 
with  it. 


96 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Phelps    5hoe    Co. 

304    St.    Charles    Street 


NKW  ORLEANS,  LA. 


Nev;   Orleans  , 


DfC  SO  'SOS 


190 


Dear  Sir: 


*H7S  »S  TH* 
DFTICIAL.STAMP 
.OP  THE  BOOT 
AND.  BttO  K 
'WORKERS  CHIOS 


I   can  give  you  five  good  reasons    why   you  should 
wear  the  E.  -P.  Shoe.      They  are    Union    Made    In    a 
•Union  Factory',   by  Union  Labor;   every  pair  bears  the 
stamp  of  the.  Boot  and  Shoe  Workers  Union,   and  are 
sold  to  you.  by  Union  Clerks.      1   firmly  believe   they 
are  the  best  Shoes  on  earth  for  $2.50.      I  know  they 
are  the  best. in, New  Orleans. 

Let  me  see  you  at   the  'store  real  soor. — -I  -rant 
to. show  y6u  the  shoes. 

Bring  a  friend  along,   and  .oblige," 
Yours  etc. , 


But  let  the  letters  be  directed  to  the  different  classes,  and  worded  to  suit  their  tastes 
and  temperaments,  and  the  returns  will  be  a  hundred  fold. 

Particular  care  should  be  taken  in  the  wording  of  these  letters  that  nothing  is  said 
that  is  likely  to  offend.  For  instance,  a  man  who  is  particularly  cranky  about  his  shoes 
may  recognize  that  fact  and  probably  cannot  help  it.  He  is  built  that  way.  If  he  received 
a  letter  like  the  following  he  might  be  offended  at  its  directness: 

"A  pair  of  these  shoes  have  been  bought  for  your  particular  comfort.  You  know 
how  hard  it  is  to  find  you  a  really  comfortable  shoe,  etc." 

Some  men  would  think  the  retailer  was  hitting  them  a  rap  over  the  knuckles  if  they 
received  a  letter  worded  like  that.  But  if  it  was  changed  around  a  little  and  read: 

"We  have  had  several  customers,  who  are  very  hard  to  fit  say  they  never  wore  such 
comfortable  shoes  before.  We  have  a  pair  of  them  waiting  for  you  to  try  on,  which  we 
believe  you  will  find  the  most  comfortable  fit  you  have  had  in  years." 

There  can  be  no  possible  chance  for  offense  in  such  a  wording,  while  it  covers  the  same 
point. 

All  classes  of  merchandise  can  be  advertised  by  the  circular  letter.  Wearing  apparel, 
things  to  eat,  things  that  are  good  to  look  at,  expensive  and  inexpensive  alike  can  all  be 
sold  by  good  circulars.  This  has  been  proven  by  many  mail  order  houses,  and  surely 
what  they  can  do  the  retail  merchant  can.  He  has  many  more  facilities  for  succeeding 
with  this  sort  of  advertising  than  the  mail  order  houses. 

We  are  reproducing  a  circular  letter  mailed  by  the  Phelps  Shoe  Co.  to  the  working- 
men  of  New  Orleans.  It  is  strong  in  selling  power  because  it  is  simple  and  because  it 
goes  direct  to  the  point  of  the  subject.  A  letter  of  ten  lines  similar  to  this  one  is  far  more 
likely  to  receive  a  careful  reading  than  one  of  twenty  lines  or  longer. 


CIRCULARS,  ADVERTISING  LETTERS,  MAILING  CARDS          97 

The  majority  of  people  do  not  receive  as  many  letters  nor  as  many  circulars  as  the 
merchant  and  professional  man,  so  that  the  circular  letter  is  a  particularly  good  proposi- 
tion for  the  retailer  to  use. 

One  circular  letter  is  of  very  little  value,  however,  except  as  it  supplements  his  other 
advertising.  But  a  series  of  letters  multiplies  the  value  wonderfully.  This  series  should 
never  he  less  than  three — five  is  perhaps  better.  The  first  letter  should  state  the  propo- 
sition fairly  and  squarely.  The  second,  usually  sent  out  about  ten  days  or  a  week  after 
the  first  one.  should  mention  the  fact  that  a  former  letter  had  been  sent,  and  then  give 
more  reasons  why  the  reader  of  the  letter  should  make  his  purchases  at  once  and  at  the 
advertiser's  store.  The  third  of  the  series  should  be  similar  in  character  to  the  second 
and  should  be  just  a  little  more  persistent.  If  it  is  the  final  letter  of  the  series  a  special 
price  might  be  quoted  or  a  special  offer  of  some  premium  or  souvenir  made.  It  should 
in  sonic  manner  try  to  clinch  a  sale. 

When  there  is  only  one  circular  or  letter  to  be  sent  it  might  be  advisable  to  combine  the 
two  o\  sending  a  letter  on  the  first  page  of  the  sheet  and  utilizing  the  other  three  for  illus- 
trations and  offerings.  This  circular  should  be,  when  folded  once,  the  size  of  ordinary 
commercial  note-paper.  This  form  presents  the  letter  first  upon  its  being  taken  from 
the  envelope  and  being  opened.  This  letter  should  call  especial  attention  to  the  offerings 
on  the  following  pages  and  urge  the  reader  to  look  them  over. 

The  mailing  card  is  one  of  the  cheapest  and  best  mediums  that  the  retailer  can  use 
for  bringing  any  direct  proposition  before  the  public.  It  can  be  made  of  any  reasonable 
size  to  fit  any  proposition.  It  should  not  be  a  mere  postal  card,  for  that  brings  it  within 
the  limits  of  a  brief  form-of  letter.  It  should  be  printed  much  in  the  same  form  as  a  news- 
paper advertisement.  It  should  have  a  strong  headline.  It  should  state  in  the  body  of 
the  text  just  why  the  card  is  sent  out.  It  should  give  the  proposition  in  a  plain  and 
forceful  manner.  It  should  be  full  of  suggestion.  It  should  give  reasons  why  the  receiver 
should  take  advantage  of  the  offer.  It  should  state  all  the  advantages  of  the  offer.  The 
offer  should  be  set  forth  in  such  language  that  it  cannot  be  misunderstood.  Any  mailing 
card  that  does  this  and  is  sent  to  a  good  list  of  names  will  pull  direct  results. 

The  mailing  card  should  be  illustrated,  but  it  is  better  to  use  a  plain  one  than  to  use 
some  of  the  "Jim  crow"  illustrations  used  by  some  advertisers.  The  card  must  be  digni- 
fied or  it  will  not  be  well  received.  No  man  will  do  business  with  a  firm  that  makes  too 
many  pretensions;  that  uses  a  megaphone,  as  it  were,  to  shout  its  message  into  his  ear. 

There  are  many  firms  manufacturing  odd  styles  of  mailing  cards.  The  use  of  these, 
while  often  expensive,  is  likely  to  bring  in  adequate  returns. 

The  mailing  card  printed  in  two  or  more  colors  will  attract  more  attention  than  one 
printed  in  one  solid  color.  The  colors  should  harmonize,  however,  with  the  message 
and  not  be  such  as  will  offend  good  taste. 

Mailing  cards  should  be  used  in  sets  of  three  or  more.  Each  additional  card  sent  out 
adds  to  the  value  of  the  former  ones  and  strengthens  its  own  proposition  in  the  same 
manner  in  which  each  succeeding  newspaper  advertisement  adds  to  a  firm's  standing  in 
the  community. 

If  a  series  of  three  or  more  cards  are  used  the  message  should  be  so  graded  that  each 
succeeding  card  adds  to  the  message  sent  in  the  former  cards.  New  ways  of  expressing 
the  same  idea  should  be  used  and  new  reasons  for  accepting  the  proposition  should  be 
given. 

Suppose  the  hatter  sets  out  to  advertise  his  hats  by  means  of  mailing  cards  to  a  thou- 
sand men.  The  first  card  should  briefly  state  the  policy  of  the  store,  its  standing  in  the 
locality,  its  facilities  for  getting  and  handling  the  latest  styles.  It  should  then  take  up 
some  particular  class  of  hats  and  tell  about  them  in  a  way  that  will  picture  them  to  the 
readers'  mind.  Prices  should  be  casually  mentioned.  If  it  is  a  spring  campaign  the 
first  card  would  be  issued  some  time  about  the  early  part  of  February.  It  would  take 
stiff  hats  for  its  first  subject.  The  second  card  might  be  sent  out  about  a  month  later 
and  take  for  its  subject  soft  hats.  Another  following  as  soon  as  weather  conditions  are 
right  should  treat  about  the  straw  hats  for  summer. 


98  HOW-  TO  ADVERTISE  A  RETAIL  STORE 

Such  a  series  sent  to  a  thousand  men  that  wear  hats  should  bring  about  good  results. 
It  will  help  along  the  newspaper  advertisements  that  are  daily  or  weekly  appearing  along 
the  same  lines. 

A  clothier  can  use  the  cards  in  a  similar  manner.  One  can  illustrate  and  tell  about 
the  new  spring  coats  and  rain  coats.  Another  about  the  early  spring  suits.  Another 
could  take  up  the  new  summer  two-piece  suits.  These  cards  should  tell  what  colors  and 
styles  are  being  most  favored  and  set  forth  the  advantages  of  trading  at  the  advertiser's 
store. 

Another  good  card  for  the  clothier,  furnisher  or  tailor  to  use  would  be  a  "dress-form 
chart,"  showing  the  proper  styles  in  all  articles  of  apparel  for  all  occasions.  Such  cards 
would  be  appreciated  by  a  great  many  men  who  like  to  keep  up  to  date  and  follow  closely 
the  dictates  of  style.  These  cards  could  be  sent  out  occasionally  as  changes  of  any 
moment  occur. 

The  retailer  receives  many  mailing  cards  in  the  course  of  a  month.  By  preserving 
the  best  of  these  he  can  pick  out  ideas  enough  to  help  him  prepare  a  good  series  for  his 
own  use.  Form,  color,  style  and  even  subject  matter  are  all  there  for  him  to  appropriate 
for  his  own  use. 

No  matter  what  the  style  of  the  card  used,  no  matter  how  well  illustrated  it  is,  no 
matter  how  neatly  it  is  printed,  unless  the  copy  is  strong  in  advertising  power  it  is  useless. 
It  must  be  "salesmanship  copy"  or  it  is  likely  to  prove  of  little  value.  It  must  be  straight 
from  the  shoulder  selling  talk  if  it  is  to  sell  goods. 

Your  copy  must  fit  the  goods;  it  must  fit  the  person  to  whom  it  is  sent,  and  the  one 
thing  to  be  kept  prominently  before  you  during  its  preparation  is  that  the  sole  and  only 
purpose  of  the  copy  is  to  sell  goods.  Such  copy  used  on  mailing  cards  sent  out  at  inter- 
vals and  judiciously  sandwiched  in  with  other  items  of  direct  advertising  matter  will 
create  as  much  business  per  dollar  invested  as  any  known  sort  or  kind  of  advertising. 

The  souvenir  post  card  craze  can  be  taken  advantage  of  by  the  retail  advertiser. 
Comic  post  cards  are  cheap,  and  if  judiciously  used  will  bring  in  good  results.  The 
comic  that  is  suggestive  of  improper  things  should  be  severely  left  alone.  The  merchant 
who  would  dare  use  one  of  these  would  lose  caste  with  a  great  many  men  who  frown 
down  on  anything  that  might  have  a  hidden  meaning. 


CHAPTER  XVIII 

A  FOLLOW-UP  CAMPAIGN  FOR  THE  RETAILER 

IN  THE  last  two  chapters  was  shown  the  value  of  booklets,  circulars,  advertising 
letters,  and  mailing  cards.     In  this  chapter  is  outlined  a  campaign  in  which  they 
can  be  used.     It  is  called  a  "follow-up,"  because  one  piece  of  advertising  follows 
another  until  the  "prospect"  is  landed  or  the  last  of  the  series  is  used. 

Supposing  the  clothing  merchant  makes  up  his  mind  to  be  more  active  the  comi 
season,  to  do  more  advertising  and  to  make  that  advertising  as  effective  as  possible.  H 
is  using  the  newspapers 'right  along,  and,  of  course,  will  not  drop  that.  But  he  must  do 
more  advertising  than  that  which  he  is  doing  in  the  newspapers,  and  decides  to  try  circu- 
lars and  mailing  cards.  Several  of  these,  together  with  a  good  booklet,  will  make  up  an 
excellent  advertising  campaign. 

It  is  conceded  on  every  hand  by  expert  advertisers  that  it  is  better  to  concentrate  an 
advertising  appropriation  than  to  scatter  it.  It  is  far  better  to  advertise  effectively  to 
500  persons  than  to  merely  reach  5,000  with  doubtful  results.  That  is,  it  is  more  profitable 
to  reach  500  persons  with  ten  advertisements  than  it  is  to  reach  5,000  with  only  one  adver- 
tisement. 


A  FOLLOW-UP  CAMPAIGN  FOR  THE  RETAILER  99 

The  retailer  must  keep  continually  hammering  away  at  a  prospective  customer  until 
lu>  has  secured  him,  or  until  he  is  perfectly  sure  that  he  cannot  induce  him  to  become  a 
customer.  No  merchant  c-an  expect  to  secure  every  person  in  his  neighborhood  as  a 
customer.  There  are  other  merchants  who  have  bound  these  people  to  them  by  friend- 
ship, good  service,  good  merchandise,  and  other  ties.  But  he  should  try  to  secure  for 
himself  all  he  can,  and  it  is  surprising  how  many  people  there  are  who  will  come  when 
invited,  who  will  go  where  commanded,  who  will  act  upon  the  merest  suggestion.  It  is 
these  people  that  the  retailer  should  try  to  induce  to  come  to  his  store  for  their  supplies. 

Now,  for  the  clothier's  follow-up  campaign.  We  will  presume  that  it  is  the  fall  sea- 
son and  that  the  clothier  carries  a  full  line  of  wearing  apparel  for  men,  including  men's 
hats,  furnishings,  clothing  and  shoes. 

He,  first  of  all,  prepares  his  booklet,  which  should  be  in  the  nature  of  a  diminutive 
catalogue.  This  booklet  will  treat  of  the  store  policy  and  be  a  general  invitation  to  each 
reader  to  call  at  the  store.  It  will  take  up  each  line  separately  and  give  some  information 
about  staple  lines  that  are  usually  carried  in  stock.  Men's  business  suits,  men's  dress 
suits,  blue  and  black  suits,  light  weight  overcoats  and  raincoats,  heavy  weight  overcoats, 
odd  vests  and  trousers,  hats,  shirts,  underwear,  shoes  and  rubbers  should  all  have  sepa- 
rate sections  or  departments  in  this  booklet.  It  might  be  necessary  to  have  thirty-two 
pages  in  which  to  tell  the  whole  story.  This,  of  course,  would  depend  largely  upon  the 
size  of  the  establishment.  It  should  at  least  be  large  enough  to  do  justice  to  the  stock. 

If  desired  this  booklet  instead  of  containing  all  of  these  lines  and  being  of  considerable 
size  could  be  divided  up  into  say  four  smaller  ones.  These  could  be  sent  out  at  intervals 
of  a  week  apart,  and  alone  would  make  up  quite  an  effective  campaign.  But  we  will 
suppose  for  the  purpose  of  illustration  that  there  is  to  be  but  the  one  booklet. 

This  booklet  is  to  be  sent  to  men  who  are  not  customers  of  the  store  or  whose  pur- 
chases there  are  only  occasional.  The  object  of  the  campaign  is  to  get  new  customers; 
to  bring  prospective  customers  to  the  store.  The  list  should  be  carefully  made  up  of  men 
who  are  known  to  be  householders  and  to  men  who  are  holding  steady  positions  in  the 
locality.  Names  of  irresponsible  persons  on  a  list  of  this  nature  weakens  the  returns 
from  it  by  adding  to  their  cost. 

It  is  very  desirable  that  young  men  should  be  interested  in  the  store,  and  a  special 
folder  should  be  prepared  and  sent  to  them.  The  parent  receiving  the  regular  follow-up 
matter  will  naturally  communicate  its  purport  to  the  members  of  his  own  household. 

The  booklet  should  be  mailed  at  the  beginning  of  the  season,  just  at  the  time  when 
the  chilly  nights  are  turning  men's  thoughts  toward  heavier  wearing  apparel. 

About  ten  days  later  a  circular  letter  should  be  sent  out  to  the  same  list  of  names.  It 
might  state  that  the  booklet  had  been  sent  and  that  if  not  received,  another  would  be 
mailed  on  request.  The  retailer  might  add  that  he  had  sent  the  booklet  for  their  mutual 
benefit ;  that  he  believed  it  would  be  to  the  advantage  of  both  for  the  person  addressed  to 
become  a  customer  of  the  store.  The  policy  of  the  store  might  be  emphasized  by  stating 
that  every  customer  of  the  store  was  assured  satisfaction  in  every  purchase  or  money 
would  gladly  be  refunded.  It  might  end  something  like  this: 

"Kindly  look  over  this  little  booklet  again — see  if  there  is  not  some  line  described 
that  you  can  use.  If  there  is,  come  to  the  store  some  time  and  let  us  show  it  to  you.  Come 
anyway.  We  will  always  be  pleased  to  welcome  you  here." 

It  is  desirable  that  careful  record  be  kept  of  all  who  respond  to  these  invitations. 
When  any  of  those  whose  names  are  on  the  list  have  called  and  made  purchases  or  have 
only  looked  over  the  stock,  their  names  should  be  taken  off  the  list  so  that  the  remaining 
pieces  of  literature  do  not  reach  them.  The  reason  for  this  is  obvious.  When  one  man 
invites  another  to  call  at  his  home  and  he  does  so  he  does  not  continue  to  importune  him 
to  call.  He  may  ask  him  to  call  again — that  is  permissible,  but  he  would  only  make  a 
fool  of  himself  if  he  kept  on  urging  him  to  call,  all  the  while  ignoring  the  visit  already 
made.  % 

After  another  week  having  elapsed  he  should  send  out  a  mailing  card.  This  card 
should  be  an  advertisement,  pure  and  simple.  It  should  take  up  some  special  line,  such. 


100  HOW  TO  ADVERTISE  A  RETAIL  STORE 

as  heavier  underwear,  rain-proof  coats  or  shoes.  The  weather  conditions  might  dictate 
just  the  line  most  suitable,  for  it  should  mention  the  most  timely  line  possible.  It  should 
be  as  seasonable  as  the  merchant  can  make  it. 

At  the  end  of  another  week  another  circular  should  be  mailed.  This  should  be  in 
the  nature  of  a  personal  letter,  as  should  the  first  circular.  This  one  might  start  off 
with: 

"Have  you  been  in  to  see  our  new  lines  yet?  If  you  have  not,  you  are  missing  a  treat. 
We  are  anxious  that  you  should  see  the  nobby  styles  we  are  offering  this  season,  and  ex- 
tend you  another  invitation  to  call.  Come  this  week." 

The  letter  then  might  take  up  some  special  line,  such  as  business  suits.  These  need 
not  be  very  elaborately  described,  but  one  or  two  special  lines  can  be  casually  mentioned 
and  priced.  These,  if  illustrated  in  the  booklet,  could  be  referred  to,  the  page  on  which. 
they  appear  being  mentioned.  This  might  be  followed  by  a  closing  paragraph  similar 
to  the  following: 

"Perhaps  you  are  well  supplied  at  this  time  with  clothing,  but  there  is  always  some- 
thing wanted  in  ties,  collars,  shirts,  and  other  little  things  that  are  to  be  found  here.  Drop 
in  any  time  you  need  something  to  wear  and  let  us  show  you  what  is  new." 

In  another  week  another  circular  is  sent  to  the  same  old  list  of  names.  This  letter 
should  be  short  and  should  state  that  a  small  folder  is  being  prepared  illustrating  some 
of  the  new  things  in  shoes  and  hats,  the  two  extremes.  It  might  say: 

"These  lines  are  already  on  sale,  and  we  would  be  pleased  to  have  you  sec  them  at 
any  time.  Don't  wait  for  the  folder  if  you  are  in  need.  It  is  not  intended  to  take  the 
place  of  our  show-rooms,  for  it  can  but  inadequately  represent  our  offerings.  Only  a 
few  of  the  novelties  can  be  shown  in  the  folder,  while  we  have  hundreds  on  sale,"  or  some- 
thing to  that  effect.  In  it  should  be  also  mentioned  some  new  thing  in  either  shirts,  tics, 
or  other  article  that  has  a  popular  sale. 

This  circular  will  prepare  the  mind  for  the  folder,  which  should  follow  in  about  a 
week's  time.  It  will  make  the  folder  much  more  valuable  than  if  it  was  sent  out  first, 
and  then  a  letter  following  it  or  even  one  being  sent  with  it.  It  has  served  to  make  the 
mind  curious  of  what  the  folder  will  show.  It  is  sure  of  a  reading,  while  otherwise  in  some 
cases  it  would  be  cast  aside. 

In  this  campaign  the  merchant  has  concentrated  his  advertising  eloquence  upon  a 
certain  number  of  persons  known  or  unknown.  From  first  to  last  seven  pieces  of  adver- 
tising have  been  mailed  to  each  in  the  space  of  two  months.  Now,  if  one  of  these  little 
advertising  bullets  does  not  hit  the  mark,  nor  all  of  them  together  make  a  strong  impres- 
sion, it  would  be  a  queer  thing.  It  is  certain  that  every  one  on  that  list  will,  at  least,  give 
the  merchant  a  chance  to  make  good  his  statements  unless  they  are  wedded  to  some  other 
store.  Even  old  customers  of  other  stores  will,  at  least,  come  to  see  the  store  of  the  man 
who  has  so  persistently  advertised  its  good  features. 

Those  who  come  out  of  curiosity  to  look  around  should  be  treated  with  the  same 
courtesy  as  those  who  come  to  buy.  Those  who  buy  should  be  assured  that  it  is  the  desire 
of  the  store  to  give  perfect  service,  reliable  merchandise,  and  satisfactory  wear. 

If  any  claims  are  made  or  complaints  arise  they  should  be  settled  and  adjusted  to  the 
satisfaction  of  the  customer  at  any  cost.  In  this  case  the  dealer  has  gone  to  considerable 
expense  to  obtain  new  customers.  The  purchases  made  in  the  first  case  will  give  but  little 
profit  because  it  has  cost  considerable  to  secure  the  customer.  It  is  the  second,  third, 
and  following  purchases  that  will  bring  the  profits  to  the  merchant's  cash  drawer. 

If  this  campaign  does  not  secure  a  goodly  percentage  of  new  customers  it  will  fail  from 
one  or  both  of  two  causes.  The  advertising  matter  was  not  properly  written  or  the  store 
service  and  the  merchandise  are  not  up  to  the  mark. 

Now,  what  about  the  old  stand-bys  of  the  store  ?  Are  the  old  customers  to  be  neglected 
altogether  in  this  campaign?  By  no  means.  Old  customers  are  valuable,  even  more  so 
than  new  ones. . 

The  booklet,  mailing  cards,  and  folder  used  in  the  campaign  outlined  above  should 
be  secured  in  sufficient  quantities  to  allow  of  one  of  each  being  sent  to  the  old  customers' 


A  FOLLOW-UP  CAMPAIGN  FOR  THE  RETAILER  101 

lUt.  as  well  as  the  new  list.  These  can  be  sent  out  when  the  others  are  mailed  and  in 
itself  will  make  quite  a  nice  little  series. 

The  merchant  should  by  no  means  neglect  his  newspaper  advertisements  during  this 
time.  In  reality  he  should  give  them  more  attention  than  usual,  for  on  them  he  must 
depend  to  a  certain  extent  to  verify  what  he  is  sending  out  through  the  mails. 

When  he  sends  out  a  mailing  card  calling  attention  to  some  particular  line  he  should 
talk  that  same  line  in  his  newspaper  advertisements.  In  the  same  way  he  should  display 
these  lines  in  his  windows.  The  advertising  in  the  follow-up,  in  the  newspapers  and  in 
the  window  should  be  identical  to  bring  about  the  best  results,  for  the  one  helps  each  of 
the  others  in  making  sales  and  creating  a  good  impression. 

In  his  newspaper  advertisements  he  might  say: 

"See  our  window  display." 

In  the  window  he  should  have  a  card  saying: 

"See  our  advertisement  to-day  in  the  —    -  Press" 

This  plan  is  given  here  merely  as  a  suggestion;  it  would  not  suit  all  clothing  stores 
nor  could  it  be  followed  very  closely  by  stores  handling  other  lines.  It  is  given  merely  as 
a  suggestion  of  what  might  be  done  and  as  an  illustration  of  our  idea  of  the  follow-up 
campaign  of  a  retailer. 

The  hardware  merchant  would  have  to  follow  entirely  different  lines.  He  would 
have  to  have  his  mailing  lists  divided  into  a  number  of  classes.  He  could  send  out  a  cata- 
logue of  stoves  to  householders.  He  could  send  out  a  circular  about  paints  to  owners  of 
houses.  He  could  send  out  circulars  or  mailing  cards  to  builders  and  carpenters.  Tools 
could  be  advertised  by  a  little  booklet  sent  out  to  all  men  who  work  by  the  day  and  who 
have  any  use  for  tools.  Such  a  list  might  be  secured  from  a  membership  list  of  the  differ- 
ent trade  unions  in  a  city. 

The  shoe  merchant  could  follow  the  plan  outlined  quite  closely,  but  the  baker  and  con- 
fectioner could  not.  The  latter  could  use  a  series  of  half  a  dozen  mailing  cards  sent  to 
housewives.  On  each  card  some  new  feature  of  the  baking  done  by  the  advertiser  should 
be  featured.  One  week  it  might  be  bread,  next  week,  cakes,  the  next,  pies,  etc.  If  he 
does  catering  as  well  as  baking  he  should  not  neglect  the  opportunity  of  telling  how  much 
trouble  he  could  save  the  hostess  at  such  functions  as  she  may  give  during  the  season. 

The  dry  goods  merchant  has  material  enough  for  a  dozen  pieces  of  follow-up  literature. 
He  can  feature  dress  goods  in  their  season,  wash  goods,  underwear,  hosiery,  corsets, 
etc.,  in  their  season.  In  fact  there  is  no  business  that  cannot  be  increased  by  a  plan  of 
this  kind. 

In  some  localities,  where  there  are  a  number  of  R.  F.  D.  routes,  a  follow-up  campaign 
could  be  worked  vigorously.  Even  if  the  trading  is  done  mostly  away  from  his  town 
the  merchant  could  make  it  interesting  enough  for  the  farmer  to  bring  him  to  the  mer- 
chant's town. 

A  follow-up  can  be  made  up  of  several  pieces  of  inexpensive  advertising  mailed  at 
regular  intervals.  Any  particular  line  of  goods  can  be  exploited  in  this  way.  If  they  are 
mailing  cards,  and  these  are  the  best  where  a  cheap  means  are  required,  because  the 
postage  on  them  is  but  one  cent,  each  one  should  feature  but  one  particular  point.  Each 
point  is  then  brought  out,  the  one  following  the  other.  These  cards  coming  closely  to- 
gether, one  after  the  other,  will  make  the  person  addressed  curious  about  the  article 
advertised.  This  curiosity  arouses  a  desire  first  to  see  the  article  and  then  to  possess  it. 

Not  many  retailers  have  given  this  idea  of  a  follow-up  campaign  much  thought.  If 
it  has  been  thought  of  at  all  it  was  only  to  be  dismissed  as  useful  for  mail  order  houses 
and  general  advertisers,  but  of  no  practical  value  to  the  retailer. 

If  any  one  who  has  read  this  chapter  earnestly  will  say  thoughtlessly  that  it  will  not  pay, 
he  is  most  strongly  advised  to  let  it  alone.  But  the  retailer,  who  sees  possibilities  in  it, 
is  strongly  urged  to  try  the  plan  for  one  season.  If  it  is  successful  he  can  continue  it  for 
another,  and  make  it  a  feature  of  his  advertising  for  the  future.  The  second  season  he 
can  improve  on  his  first  season's  efforts.  He  can  profit  by  his  former  mistakes  by  avoid- 
ing them  in  succeeding  campaigns. 


102  HOW  TO  ADVERTISE  A  RETAIL  STORE 

CHAPTER  XIX 

CALENDARS,  BLOTTERS,  PICTURE  CARDS,  ETC. 

AS  AN  advertising  medium,  calendars  are  good,  notwithstanding  the  fact  that  there 
are  millions  of  them  distributed  every  year.  The  calendar  is  perhaps  one  of  the 
oldest  methods  of  modern  advertising  now  in  use,  but  at  one  time  the  insurance 
company  and  the  printer  seemed  to  have  the  sole  right  to  their  use. 

Nowadays,  almost  every  firm,  wholesale  or  retail,  small  or  large,  gives  away  calendars, 
or  have  given  them  away  at  some  period  of  their  business  existence.  Some  have  brought 
advertising  results  and  some  have  not. 

The  merchant  knows  what  a  scramble  there  is  about  holiday  time  for  calendars. 
The  very  fact  that  so  many  persons  inquire  for  them  is  proof  positive  of  their  advertising 
value. 

Profitable  or  not,  as  a  standing  advertisement,  the  merchant  who  distributes  a  pretty 
and  artistic  calendar  will  get  the  good-will  of  every  person  who  receives  one.  They  get 
word  of  mouth  advertising  from  its  distribution  even  if  they  do  not  get  it  from  the  calendar 
itself. 

The  wall  hanger  is  probably  the  most  sought  for  by  the  women,  but  it  is  for  its  artistic 
merits  alone  and  not  for  its  utility  as  a  calendar.  Men,  office  men  especially,  find  a  large 
wall  hanger  calendar  very  useful,  but  in  many  cases  the  pretty  picture  is  cut  off  and  the 
calendar  pad  hung  up. 

These  large  artistic  ten-color  reproductions  of  famous  pictures,  handsome  stage 
beauties,  .and  beautiful  women  often  find  a  resting  place  under  a  passe  partout  frame. 
Human  ingenuity,  especially  that  of  the  female  gender,  will  find  a  way  to  mutilate  the 
handsomest  calendar  unless  the  printed  advertising  is  placed  in  the  figure  or  on  the  scene 
represented.  When  this  is  done  the  hanger  loses  its  value  in  their  eyes,  but  it  becomes  an 
advertisement  of  value  then.  It  may  not  be  hung  in  the  most  conspicuous  place  in  the 
home,  but  it  will  be  hung  somewhere  for  its  artistic  value. 

These  hangers  are  among  the  most  expensive  of  all  calendars,  except  those  made  of 
other  materials  besides  paper.  Celluloid,  velvet,  metals,  etc.,  are  employed  to  make 
many  neat  effects  in  calendars  that  run  up  rapidly  into  money. 

There  is  one  kind  of  calendar  that  will  always  find  a  place  in  an  office  or  home; 
those  little  ones  that  can  be  slipped  into  a  No.  7  envelope  and  are  just  the  thing  for 
mailing. 

These  little  card  calendars  will  find  a  resting  place  in  the  home  and  office  every  time. 
The  beauty  and  artistic  merit  of  tin-  design  will  decide  whether  that  place  be  the  kitchen 
or  parlor.  Some  of  the  scenes  depicted  on  these  little  calendars  are  genuine  works  of 
art  reproduced  in  the  living  colors  of  the  originals,  while  others  are  handsome  half-tones, 
printed  from  steel  or  copper.  These  can  be  had  so  reasonably  now  that  there  is  hardly 
any  excuse  for  a  retailer  not  using  them. 

The  writer  has  seen  many  mutilated  hangers,  some  of  which  have  cost  closely  upon 
a  dollar  apiece,  but  he  could  never  tell  who  the  firms  were  that  issued  them.  Clever 
feminine  hands  had  so  arranged  it  that  the  firm  name  and  advertisement  could  not  be 
seen.  Alongside  of  these  he  has  seen  hanging  many  of  the  smaller  card  calendars  that 
are  kept  for  their  usefulness  more  than  for  their  beauty.  These  have  borne  the  names  of 
the  advertisers,  and  have  brought  no  blush  to  the  face  of  the  housewife  who  has  collected 
them.  One  was  a  picture  to  her,  a  work  of  art,  while  the  other  was  just  what  it  repre- 
sented itself  to  be,  a  calendar,  a  household  necessity. 

One  of  the  neatest  of  these  little  calendars  we  have  ever  seen  was  issued  by  a  shoe 
retailer,  doing  a  small  business  in  a  small  town.  He  usually  bought  five  hundred,  and  he 
never  paid  over  three  cents  apiece  for  them.  He  made  no  ostentatious  display  with 


CALENDARS,  BLOTTERS,  PICTURE  CARDS,  ETC.  103 

them,  but  quietly  placed  one  inside  of  each  parcel  as  it  was  being  wrapped  up.  They 
were  small  enough  to  go  inside  of  the  smallest  shoe  carton.  And  into  these  they  went 
during  December,  and  until  they  were  all  gone.  He  said: 

"  Last  year  I  did  not  buy  any  calendars.  I  felt  that  it  was  a  useless  waste  of  money, 
because  there  are  always  so  many  of  them  given  away,  but  I  found  I  had  made  a  mistake. 
A  great  many  women  told  me  they  regretted  the  fact  that  I  had  not  procured  any  that 
year.  They  said  they  were  always  pleased  to  have  mine,  because  they  were  just  a  nice 
si/r  to  tit  into  any  odd  place  on  the  wall.  Larger  ones,  while  perhaps  being  more  hand- 
sonic,  took  up  too  much  wall  space.  I  am  distributing  calendars  again  this  year,  and  I 
do  not  consider  it  a  waste  of  money.  My  customers  look  to  me  for  some  kind  of  a  good- 
will offering  at  Christmas — what  better  article  can  I  procure  than  a  calendar?" 

This  retailer  had  hit  on  the  right  idea  in  calendars.  People  run  wild  over  very  hand- 
some designs  in  calendars,  but  after  all  it  is  the  little  ones  that  are  the  most  useful  for  the 
ordinary  home. 

There  have  been  many  ideas  utilized  in  making  up  calendars  that  go  far  to  having 
them  hung  to  stay  hung  at  least  for  one  year.  Take  the  combination  match-safe  and 
calendar,  for  instance.  Here  the  utility  of  the  article  is  doubled,  and  hence,  the  likelihood 
of  its  being  preserved  is  also  doubled.  Then,  there  are  those  little  novelties  called  color 
barometers,  in  which  one  or  more  of  the  characters  in  the  picture  are  dressed,  in  part,  at 
least,  with  real  clothing.  This  is  usually  the  skirt  of  one  of  the  figures.  With  every 
change  in  the  atmosphere  the  color  of  the  skirt  changes,  indicating  fair  weather,  rain  or 
change.  These  are  valuable  as  curiosities  as  well  as  barometers,  and  when  a  calendar 
pad  is  added  make  a  novelty  that  is  sure  to  be  looked  at  very  often  during  its  life. 

When  expensive  calendars  are  used  it  is  up  to  the  merchant  to  see  that  they  are  dis- 
tributed where  they  will  do  the  most  good.  He  should  find  a  place  for  them  in  hotels, 
barber  shops,  public  halls,  waiting  rooms,  etc.  He  should  deliver  these  himself,  per- 
sonally, or  through  a  responsible  representative,  and  see  that  they  are  hung  to  stay  hung 
and  that  there  is  no  chance  for  another  to  be  hung  over  it,  obscuring  its  beauty,  at  the  same 
time  hiding  the  advertisement.  The  rest  he  should  distribute  from  a  list  made  up  of  his 
customers  and  friends.  A  few  should  always  be  reserved  for  those  who  may  come  in  at 
the  eleventh  hour,  wondering  why  they  were  not  remembered. 

In  purchasing  calendars  of  any  kind  the  retailer  should  select  but  one  style  or  pattern. 
The  design  or  picture  should  be  the  same  on  each  and  every  one  of  them.  If  different 
scenes  or  pictures  are  purchased  there  will  always  be  some  who  will  want  to  make  a 
choice,  causing  loss  of  time,  when  it  can  be  least  spared.  Others  there  are  who  will  find 
them  all  so  beautiful  that  one  of  each  will  be  demanded  as  a  right.  These  requests  the 
retailer  can  hardly  refuse  to  grant  to  a  good  customer,  but  in  that  way  some  of  his  cus- 
tomers get  several  and  some  get  none. 

The  advertisement  on  the  calendar  must  of  necessity  consist  of  but  few  words.  This 
is  usually  merely  the  business  card  of  the  firm  preceded  by  the  words,  "Compliments  of." 

If  the  firm  has  a  store  motto  or  advertising  phrase  the  calendar  will  assist  in  making 
it  a  household  word.  There  should  be  some  sort  of  advertising  phrase  used  besides  the 
simple  business  card,  and  if  the  store  has  never  used  a  motto  one  should  be  coined  for 
the  occasion. 

While  there  should  be  some  advertising  done  in  the  printed  matter  on  a  calendar  it 
must  be  done  in  small  space  and  the  fewer  the  words  the  larger  the  letters  will  be.  Small 
type  are  of  little  value  in  advertising  on  calendars  and  should  be  avoided.  It  is  far  better 
for  merely  the  name  and  address  to  be  seen  plainly  than  for  a  long-winded  advertise- 
ment to  be  hidden  from  the  eye  unless  a  close  inspection  is  made.  It  must  be  readable 
at  a  glance  or  it  will  never  be  read  at  all. 

Blotters  make  good  advertisements.  The  value  of  the  advertisement  rests  entirely 
upon  the  quality  of  the  blotter.  The  kind  that  will  blur  the  writing  are  not  good  adver- 
tising, but  the  very  opposite. 

As  in  everything  else  there  is  a  right  and  a  wrong  way  to  distribute  blotters.  They 
are  cheap,  and  because  they  are  cheap  some  merchants  value  them  too  lightly.  They 


104  HOW  TO  ADVERTISE  A  RETAIL  STORE 

distribute  them  freely  as  long  as  they  last,  and  when  they  are  gone  wonder  how  it  was 
they  were  fools  enough  to  go  in  for  them  at  all. 

Blotters,  like  calendars,  are  articles  of  utility.  There  is  a  place  for  them  in  every 
home,  and  in  every  office.  The  whole  trouble  lies  in  getting  them  into  that  place. 

They  may  be  profitably  distributed  from  house  to  house.  This  does  not  mean  that 
they  should  be  thrown  into  front  yards.  It  means  a  thorough  distribution.  The  dis- 
tributer should  ring  the  door  bell,  and  hand  in  the  blotter  with  the  remarks,  "Kindly 
accept  this  blotter,  with  the  compliments  of  -  -  & ." 

In  office  distribution  it  is  better  to  leave  but  a  couple  at  most  on  each  desk.  At  the 
end  of  a  week  another  couple  could  be  left  and  so  on  until  it  is  decided  to  quit  their  use. 
When  a  stack  of  a  dozen  or  so  are  left  at  one  time  they  are  looked  upon  as  of  less  value  and 
are  thrown  away  half  used.  The  longer  they  do  duty  the  more  lasting  the  advertisement. 

The  advertisement  printed  on  the  blotter  should  also  he  short.  Large  type  should 
be  used,  for  the  message  that  it  conveys  must  be  easily  read  while  the  blotter  is  in  use. 
Some  bright  catch  line  should  be  used,  one  similar  to,  "You  can't  blot  out  the  fact  that, 
etc.,"  is  easily  remembered  and  is  appropriate  as  well. 

The  schools  should  not  be  forgotten  in  a  blotter  campaign.  In  fact,  to  the  writer's 
mind,  it  is  here  where  the  blotter  will  be  found  of  the  greatest  value.  As  in  office  dis- 
tribution they  should  be  sparingly  distributed.  Sufficient  to  supply  each  pupil  with  one 
each  week  is  better  than  leaving  half  a  do/en  for  each,  for  then  they  become  too  common 
to  be  thought  of  after  the  first  moment's  enthusiasm. 

The  advertisement  on  the  blotters  for  school  distribution  should  be  very  simple. 
They  should  be  illustrated  with  outline  cuts.  These  the  pupils  will  find  much  pleasure 
in  copying,  for  each  pupil  draws  at  school  these  days.  When  children's  wares  are  adver- 
tised in  this  way  the  appeal  should  be  direct  to  the  child.  Make  the  child  want  what  is 
advertised,  and  the  parents  will  hear  of  it,  and  the  store  that  advertises  it  will  not  be  for- 
gotten when  next  anything  in  that  line  is  required.  The  boys  and  girls  will  see  to  that. 

Picture  cards  are  another  means  of  advertising,  through  the  eyes  of  the  children.  All 
will  remember  some  years  ago,  the  craze  there  was  for  picture  advertising  cards.  The 
craze  is  being  duplicated  in  the  craze  for  picture  post  cards.  Picture  cards  arc  now 
printed  very  cheaply  in  colors,  owing  to  modern  advancement  in  the  art  of  printing.  If 
used  at  all  they  should  be  freely  given  to  all  children  who  ask  for  them. 

Picture  puzzle  cards  are,  perhaps,  of  more  value,  as  they  will  be  taken  into  the  homes, 
and  the  parents  interested  in  the  solving  of  the  problem. 

Picture  cards  are  considered  of  little  value  to-day  as  advertising,  but  these  puzzle 
cards  should  be  good  for  any  line. 

Such  cards  as  "The  Liar's  License,"  the  "License  to  Butt  In,"  etc.,  are  good,  when 
the  retailer  is  catering  to  the  young  men's  trade.  Such  novelties  always  take  with  them. 
If  they  are  such  as  to  cause  them  to  discuss  the  store  freely,  the  advertising  value  can 
readily  be  seen. 


CHAPTER  XX 

ADVERTISING  NOVELTIES 

THERE  can  be  had  a  lot  of  advertising  out  of  the  advertising  novelty  if  it  is  properly 
used.     In  the  first  place  the  novelty  must  be  suitable  for  advertising  the  business 
represented.     In  the  second  place  it  must  be  properly  distributed  so  as  to  avoid 
loss.     There  is  perhaps  no  kind  of  advertising  that  is  so  often  misused  as  the  advertising 
done  with  these  little  novelties.     A  careful  selection  of  the  novelty  to  be  used  and  a  careful 
distribution  to  avoid  duplication  and  to  escape  placing  them  where  there  can  be  no  results 
from  the  advertising  are  absolutely  necessary  to  obtain  returns  from  their  use. 


ADVERTISING  NOVELTIES 


105 


Almost  any  thing  that  is  to  he  given  away  free  that  contains  advertising  matter  on  it, 
or  on  the  wrapper,  or  when  advertising  matter  accompanies  it,  may  be  called  an  adver- 
tising novelty.  Free  samples  are  the  only  exceptions  to  this  rule. 

The  object  of  using  advertising  novelties  is  to  get  advertising  from  them.  It  is  obvious, 
then,  that  an  article  of  general  utility,  one  that  is  often  used  and  one  that  will  be  kept 
the  longest  is  likely  to  prove  the  best  advertising  medium. 

Half  or  more  than  half  of  the  advertising  novelties  listed  by  manufacturers  as  novel- 
tics  are  utterly  worthless.  Some  because  they  are  of  no  earthly  use,  being  neither  useful 
nor  ornamental,  and  others  because  they  are  so  cheaply  and  flimsily  made  that  they  will 
not  stand  usage. 

Some  very  beautiful  advertising  novelties  are  rendered  worthless  by  the  manner  in 
which  the  advertising  is  placed  on  them.  A  pretty  piece  of  bric-a-brac  makes  a  very 
acceptable  novelty  to  the  majority  of  women,  but  if  the  beauty  is  marred  by  the 
advertisement  it  will  not  long  be  seen,  but  will  soon  be  thrown  upon  the  rubbish 
heap. 

Nathaniel  Fowler,  Jr.,  has  laid  down  the  following  among  other  rules  as  a  guide  to 
the  use  of  novelties.  They  are  worth  remembering  when  the  merchant  sets  out  to 
use  novelties  as  an  advertising  medium: 

"The  novelty  of  use  will  be  kept  longer  than  the  novelty  of  looks." 

"The  novelty  of  both  use  and  looks  will  be  kept  the  longest." 

"The  best  advertising  novelty  is  the  one  that  supplies  some  definite  want 
and  has  a  real  use,  and  is  not  so  covered  by  advertising  as  to  be  objectionable  to  the 
receiver." 

"It  never  pays  to  give  the  public  anything  disappointing,  apparently  cheap  and 
poorly  constructed." 

"Never  distribute  an  advertising  novelty  promiscuously." 

"The  method  of  distribution  should  be  decided  upon,  and  the  expense  calculated 
before  the  order  is  placed." 

"Better  have  a  hundred  novelties,  with  little  .advertising  upon  them,  well  kept  and 
appreciated,  than  a  thousand  novelties  thrown  away." 

These  axioms  on  the  selection  and  use  of  advertising  novelties  might  be  continued 
to  cover  the  subject,  but  to  do  so  would  take  up  too  much  space. 

Advertising  novelties  have  become  a  staple  on  the  market,  and  many  firms  devote 
their  whole  resources  to  the  manufacture  of  them.  They  are  made  of  every  conceivable 
material,  such  as  wood,  paper,  metal,  glass,  celluloid,  bone,  etc.  Some  can  be  purchased 
as  low  as  half  a  cent  apiece,  or  even  less,  while  others  range  in  price  as  high  as  a  dollar. 
The  method  of  distribution  and  the  number  to  be  distributed  will  often  govern  the  price 
to  be  paid  where  an  advertising  appropriation  is  limited,  as  it  usually  is  in  the  retailer's 
case. 

It  is  often  hard  to  decide  just  what  is  best  to  get  for  distribution.  The  difficulty  is 
slight  if  the  customers,  or  "prospects"  to  whom  they  are  to  be  given  are  all  of  one  class. 
But  when  of  mixed  classes  it  is  the  hardest  thing  to  decide  just  what  will  be  most  accept- 
able to  the  largest  number. 

We  give  here  a  brief  list  of  some  of  the  advertising  novelties  that  have  been  used  for 
years.  They  have  drawn  trade  for  hundreds  of  merchants  and  will  draw  trade  again  for 
the  retailer  who  uses  them  rightly: 


FOR  THE  OFFICE  AND  MEN 

Cigar  Cases.  Pin  Holders. 

Paper  Weights.  Pencils. 

Card  Cases.  Memo.  Books. 

Ink  Stands.  Memo.  Pads. 

Rulers.  Blotters. 

Match  Safes.  Envelope  Openers. 

Tooth  Picks.  Diaries. 

Pin  Trays.  Calendars. 


Lead  Pencils. 
Match  Strikes. 
Mirrors,  Wall. 
Wood  Business  Cards. 
Aluminum  Cards. 
Stamp  Boxes. 


106  HOW  TO  ADVERTISE  A  RETAIL  STORE 

FOR  THE  HOUSEHOLD  AND  WOMEN 

Pin  Cushions.  Tumblers.  Nail  Files. 

Aluminum  Coinbs.  Pocket  Books.  Corkscrews. 

Ash  Receivers.  Tin  Cups.  Tin  Scoops. 

Games,  such  as  Book  Marks.  Yard  Sticks. 

Dominos,  Brushes.  Coat  Hangers. 

Checkers,  Vases.  Laundry  Bags. 

Playing  Cards,  Whisk  Holders.  Asbestos  Mats. 

Card  Games.  Fans.  Package  Carriers. 

Thermometers.  Aprons. 

FOR  CIHLDREN 

Paper  Horns.  Dolls.  Kites. 

Feather. Darts.  Drawing  Books.  Scholar's  Companion. 

Balls  and  Bats.  Wood  Whistles.  Picture  Cards. 

Footballs.  Tin  Whistles.  Pu/zles. 

Bag  of  Marbles.  Patent  Drums.  Rulers  for  School  Use. 

Bows  and  Arrows. 

FOR  SPECIAL  USES 

Carpenters*  Aprons.  Tobacco  Pouches.  Pencil  Clips. 

CariH-nters' Pencils.  Horse  Covers.  Imitation  Peanuts. 

Advertising  Caps.  Advertising  I  mbrellas.  Imitation  Firecrackers. 

Canvas  Gauntlets. 

Many  of  these  can  be  successfully  used  in  either  or  both  the  office  and  home.  To 
this  list  might  be  added  many  of  those  little  articles  for  personal  use — those  that  are 
carried  about  in  the  jKK'ket  of  the  man  or  in  the  purse  of  the  woman.  Those  in  mind  are. 
stamp  boxes,  toothpicks,  pocket  combs,  diaries,  pin  cases,  key  rings,  etc.  There  are 
hundreds  of  little  things  in  daily  use  that  may  be  used  profitably  in  advertising.  Almost 
any  little  article  thai  is  of  e\eryday  use  will  serve. 

It  is  strange  that  novelty  dealers  are  so  short-sighted  as  not  to  see  the  value  of  trade 
journal  advertising.  These  weekly  and  monthly  pa|>crs  reach  practically  all  the  retail 
merchants  in  the  country,  yet  one  can  search  them  through,  from  cover  to  cover,  and  often 
not  find  one  dealer  in  advertising  novelties  advertising.  Can  it  be  that  these  dealers 
believe  there  can  be  only  one  kind  of  advertising — that  done  by  the  advertising  novelty? 
If  they  do,  they  are  making  a  sad  mistake. 

As  before  stated,  the  method  in  which  the  novelty  is  distributed  either  adds  to  or 
takes  away  from  its  value.  If  thrown  away  upon  all  comers,  it  is  a' waste  of  good  adver- 
tising money. 

When  they  are  to  be  distributed  from  the  store,  a  list  of  all  possible  names  should  be 
secured.  These  names  should  be  checked  off,  as  the  novelties  are  distributed.  This  is 
absolutely  necessary  where  the  advertising  novelty  is  costly,  and  therefore  limited  in 
numbers.  Some  persons  are  only  too  willing  to  accept  these  little  gifts  over  and  over 
again,  even  when  they  know  it  is  the  intention  of  the  merchant  to  present  one  only  to  each 
customer. 

It  is  always  best  for  the  merchant  to  decide  first,  just  what  he  wants  to  do,  what  people 
he  wants  to  reach,  how  much  he  can  afford  to  pay  for  this  campaign,  and  then  decide 
whether  it  will  pay  him  to  use  one  class  of  advertising  or  some  other  class. 

Some  time  ago  the  Shoe  Retailer,  Boston,  Mass.,  offered  a  prize  for  the  best  essay  on 
"How  to  Get  Out-of-Town  Trade."  The  author  submitted  the  following  essay  which 
was  adjudged  the  best  and  awarded  the  prize.  It  is  given  here,  not  to  gratify  the  vanity 
of  the  writer,  but  because  a  campaign  is  there  outlined  in  which  an  advertising  novelty 
is  the  principal  medium  used.  It  was  entitled: 

PERSONAL  VISITS  WIN 

The  best  way  to  secure  trade  from  the  surrounding  country  is  to  go  out  after  it. 
Make  a  house-to-house  canvass  and  personally  invite  each  family  to  deal  at  your  store. 


ADVERTISING  NOVELTIES  107 

This  is  no  herculean  task  as  one  would  at  first  thought  suppose.  It  is  easily  accom- 
plished and  is  both  a  profitable  and  a  pleasant  undertaking. 

Secure  some  useful  advertising  novelty  for  distribution.  This  will  serve  as  an 
excuse  for  your  call,  and  if  the  novelty  is  one  that  can  be  put  into  daily  use,  it  will  stand 
as  a  lasting  reminder  of  your  visit.  Suitable  advertising  literature  should  be  prepared 
to  be  left  with  the  novelty. 

Nothing  then  remains  but  the  distribution.  A  merchant  can  hire  a  livery  rig  and 
starting  out  early  call  at  a  great  many  houses  before  he  has  to  return  in  the  evening.  If 
the  whole  of  the  surrounding  country  cannot  be  covered  at  one  time  it  is  better  to  take 
up  the  work  by  sections  and  cover  each  section  thoroughly. 

When  you  call  you  should  state  the  reason  of  your  visit  plainly.  You  are  giving 
the  family  a  personal  invitation  to  deal  at  your  store  and  you  intend  to  give  them  good 
values  for  their  money. 

While  the  campaign  outlined  above  will  bring  in  many  new  customers,  and  is  not 
expensive  to  operate,  it  can  be  made  still  more  effective  by  adding  somewhat  to  the 
expense. 

Supposing  a  merchant  starts  out  July  1st,  to  make  his  canvass  and  is  willing  for  the 
next  two  months,  usually  the  dullest  in  the  year,  to  give  a  discount  of  ten  per  cent,  to  his 
country  customers  for  the  purpose  of  securing  a  much  larger  turnover  than  usual,  he  can 
follow  this  suggestion: 

In  addition  to  the  novelty  and  literature  to  be  distributed,  let  him  have  "discount 
coupons"  printed  similar  to  the  following: 


DISCOUNT   COUPON 

This  coupon  entitles 

Name 

Address 

or  any  member  of  his  family  to  a  10  per  cent,  discount  on  any  purchase 
made  at  our  store  before (Date) 


This  discount  is  given  to  show  our  appreciation  for  past  favors. 
(Name,  address  and  business.) 


These  coupons  can  be  printed  on  white  paper  and  are  for  distribution  to  customers 
of  the  store  that  the  merchant  meets  in  his  canvass. 

Another  lot  of  coupons,  printed  on  pink  paper,  could  be  used  for  distribution  to  those 
who  have  never  dealt  at  your  store.  The  only  difference  in  the  wording*  necessary  would 
be  that  following  the  line  shown  below  the  date.  On  these  coupons  the  following  should 
be  used:  "This  discount  is  given  for  the  purpose  of  introducing  our  up-to-date  goods 
to  the  holder,"  or  something  to  that  effect.  In  this  way  coupons  are  prepared  for  two 
distinct  classes  of  people,  viz.,  old  customers  and  prospective  customers. 

These  different  sets  of  coupons  should  be  cheaply  bound  into  books  and  have  a  per- 
foration at  the  bound  end  so  they  can  be  easily  torn  out.  A  few  sheets  of  carbon 
copying  paper  will  complete  the  outfit,  and  you  are  ready  to  make  your  canvass. 

There  are  two  reasons  for  using  the  coupons.  One,  to  induce  trade  to  come  to  your 
store  to  secure  the  discount;  the  other,  to  assist  you  in  compiling  a  reliable  mailing  list. 

When  you  call  at  a  house  you  state  your  mission  and  present  your  novelty.  Naturally 
the  housewife  (you  will  generally  meet  the  women  of  the  household,  but  that  is  perhaps 
better  for  you,  as  they  are  the  buyers)  will  be  pleased,  and  you  can  easily  have  a  short 
conversation  with  her. 


108  HOW  TO  ADVERTISE  A  RETAIL  STORE 

If  she  has  been  a  customer  of  your  store  you  give  her  a  white  coupon,  filling  in  the 
name  and  postoffice  address,  making  a  duplicate  copy  at  the  same  time.     The  prospect 
of  a  discount  will  tend  to  make  her  even  more  affable,  and  you  can  secure  all  the  informa- 
tion you  want  from  her.     This  should  be  done  without  asking  too  many  blunt  questioi 
but  should  be  brought  out  in  the  conversation. 

Let  me  suggest  that  you  get  at  the  following  facts: 

1.  How  many  men  in  the  family.  4.  How  many  girls. 

2.  How  many  women.  5.  Are  there  any  babies. 

3.  How  many  boys.  6.  Are  there  any  old  people. 

With  this  information  about  every  family  on  your  mailing  list  you  will  not  be  sendii 
a  circular  about  "Baby's  Footwear"  to  those  who  have  no  children,  and  you  will  save 
enough  in  postage   and   printing  to  go  a  long   way  toward  paying  for  your  presei 
campaign. 

You  follow  exactly  the  same  process  at  the  house  when  you  find  your  store  is  not  kno\ 
only  giving  out  a  pink  coupon  instead  of  a  white  one. 

When  you  leave  the  house  you  should  sc-t  down  the  information  thus  obtained  on 
back  of  the  duplicate  coupon  bearing  the  name  and  address. 

When  you  have  covered  the  territory  intended  you  can  prepare  your  mailing  lis 
At  least  two  lists  should  be  made,  one  list  containing  names  of  actual  customers,  tl 
other  containing  names  of  prospective  customers. 

The  card  system  can  be  used  to  good  advantage  here,  as  you  will  often  see  the  ncccssit 
of  transferring  names  from  the  prospective  customers'  list  to  the  actual  customers'  list. 

By  the  time  you  have  your  list  prepared,  your  discount  coupons  will  be  coming 
The  old  customers  can  easily  be  distinguished  from  the  new  by  the  color  of  the  couj 
presented. 

Each  day  you  will  take  the  names  from  the  coupons  presented  and  re-arrange  your  mi 
ing  lists.     Place  those  names  from  the  pink  coupons  with  those  from  the  white  coupoi 
by  themselves.     This  leaves  those  who  have  not  yet  presented  coupons  divided  as  befor 

At  the  end  of  your  discount  period  you  will  find  a  goodly  number  of  coupons  sti 
outstanding.  As  ten  per  cent,  discount  on  the  first  purchase  of  a  new  customer  is  a 
price  to  pay  for  a  new  customer,  you  can  send  an  imitation  typewritten  circular  lettt 
to  your  prospective  custoniers,  extending  the  time  for  the  redemption  of  coupons  for  thir 
days.  Show  the  advantages  you  offer  for  their  trade  and  advise  them  not  to  lose  the  dis 
count,  etc. 

The  old  customers  may  be  made  the  same  offer  if  it  is  thought  desirable.    If  they  h 
not  been  in  the  store  for  two  months  it  is  pretty  nearly  time  that  they  should  come, 
renewal  of  the  offer  may  prevent  some  of  them  from  drifting  elsewhere  to  make  the 
purchases. 

This  campaign  should  and  «•///,  when  properly  carried  out,  wonderfully  increase  tl 
trade  of  a  store.  The  aim  should  then  be  to  keep  the  trade  thus  secured.  Right  her 
let  me  say  that  if  as  much  effort  was  used  by  a  merchant  to  keep  his  old  customers  comii 
to  his  store  as  is  used  to  secure  new  customers  he  would  be  a  great  deal  richer  th* 
he  is. 

In  conclusion  let  me  sound  a  note  of  warning.     See  that  your  stock  contains  the  ch 
of  goods  wanted  by  the  class  of  customers  you  are  going  after  before  you  undertake 
bring  that  class  of  people  to  your  store,  or  it  will  end  in  a  miserable  failure.     Use  ever 
means  possible  to  keep  your  customers  as  well  as  to  secure  new  ones.     Treat  all  alike 
as  friends.     Follow  the  Golden  Rule  and  success  is  yours. 

This  plan  can  be  carried  out  by  any  merchant.     It  need  not  be  so  elaborately  worke 
out  except  for  such  merchants  as  sell  wearing  apparel.     To  them  the  classification  of  the 
possible  customers  is  very  valuable.     To  the  grocer  any  classification,  other  than  hous 
holders,  is  practically  valueless,  although  large  families  make  more  profitable  customer 
than  small  ones. 


PACKAGE  INSERTS  AND  ENVELOPE  ENCLOSURES  109 

This  plan  need  not  necessarily  be  restricted  to  out-of-town  customers,  but  could  be 
just  as  profitably  worked  in  a  city,  town  or  village. 

A  classification  of  the  population  of  a  city,  with  addresses  of  all  possible  customers, 
would  prove  invaluable  to  any  department  store.  Such  a  store  haVing  a  list  of  spinsters 
would  hardly  send  to  their  address  advertisements  of  men's  suits.  On  the  other  hand, 
having  a  list  of  young  men  the  firm  could  afford  to  spend  considerable  in  securing  their 
trade  by  sending  them  circulars  and  booklets  and  an  occasional  advertising  novelty. 


CHAPTER  XXI 

PACKAGE  INSERTS  AND  ENVELOPE  ENCLOSURES 

WHEN  it  is  remembered  that  millions  of  packages,  of  different  shapes  and  sizes, 
arc  daily  sent  out  from  the  retail  stores  of  the  United  States,  it  may  cause 
some  wonder  why  these  are  not  made  the  medium  of  more  good  advertising. 
That  a  great  percentage  of  these  bear  poor  and  harmful  advertising  no  one  can  gainsay, 
for  even  time  the  housewife  receives  a  package  in  poor  shape,  whether  from  careless 
handling  by  the  delivery  man,  or  from  the  manner  in  which  the  salesman  puts  it  up,  the 
bad  effect  is  just  the  same. 

These  packages  offer  every  merchant  a  circulation  that  cannot  be  duplicated  by  any 
other  advertising  medium.  The  merchant  who  sees  the  possibilities  here  and  uses  them, 
will  l>e  the  one  to  reap  the  large  benefits  that  arise  from  good  advertising. 

The  package  itself  should  receive  more  attention.  Cheap  twine  and  flimsy  paper 
are  responsible  for  the  poor  impression  that  many  of  these  packages  gives  the  customer. 
Good  paper  and  good  twine  are  not  any  more  expensive  than  the  poorer  and  cheaper 
varieties,  because  very  often  double  the  quantity  of  the  latter  must  be  used.  This  is  an 
increased  cost  for  that  package  of  one  hundred  per  cent.,  so  that  a  twenty-five  per  cent, 
increase  in  the  original  cost  of  the  paper  and  twine  is  a  saving,  instead  of  an  expense. 

It  is  often  surprising  to  find  retailers  of  good  reputation  using  newspapers  and  paper 
that  has  been  used  around  other  parcels,  to  do  up  their  wares.  These  same  merchants 
are  particular  about  the  appearance  of  their  stores  and  their  goods,  but  once  the  goods 
are  sold  they  seem  to  lose  all  interest  in  them.  This  is  a  fatal  mistake  in  business. 

Now  some  merchants  will  assert  that  there  should  be  no  advertisement  printed  on  the 
wrapping  paper.  Others  will  have  flaring  broadside  advertisements  covering  nearly  the 
whole  surface,  and  claim  they  get  good  advertising  results  from  it.  In  our  opinion  the 
merchant  who  meets  these  conditions  half-way  is  the  one  that  is  right. 

Any  merchant  who  uses  these  advertisements  plastered  all  over  his  paper,  knows  that 
he  is  very  often  asked  to  turn  the  printing  inside.  This  is  done  because  people  object  to 
becoming  walking  advertisements  for  the  store.  Of  course,  that  is  the  object  of  such 
advertisements — to  have  them  read  on  the  streets,  as  people  carry  the  parcels  home. 
Who  has  not  seen  these  broadside  advertisements,  embellished  with  antique  wood-cuts 
that  are  more  often  but  a  blur  or  blot  of  cheap  ink?  Every  one  has  seen  them  in  the 
smaller  cities  and  towns,  and  some  Th  the  larger  cities.  Thank  goodness!  merchants  are 
seeing  the  error  of  their  ways  and  these  things  are  less  apparent  every  year. 

The  printing  on  the  paper  should  take  the  shape  of  a  neat  card,  covering  not  more 
than  about  a  hundredth  part  of  the  sheet.  Any  larger  proportion  is  likely  to  be  met  with 
the  request,  "Please  turn  the  printing  inside." 

A  very  neat  card  to  use  on  wrapping  paper  is  one  somewhat  similar  to  the  following: 


110 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


If  this  package  is  lost  finder  will  please 
leave  at 


BROWN  BROS 
163  Main  St. 


Jackson. 


No  one  will  object  to  that  kind  of  an  advertisement  being  turned  outward  on  their 
parcels. 

Salesmen  should  be  instructed  to  make  all  packages  as  small  and  compact  and  as 
neat  as  possible.  If  they  have  not  become  adepts  in  the  art  of  wrapping  parcels  of  different 
kinds  they  should  be  taught  how.  Neatness  should  then  be  insisted  upon.  And  not  only 
should  a  parcel  be  neatly  wrapped,  but  it  should  be  strongly  wrapped.  Who  can  realize 
the  embarrassment  of  a  person  carrying  a  parcel  on  the  street  when  that  parcel  suddenly 
comes  undone  and  its  contents  scattered  all  over  the  walk  in  plain  view  of  other  pedes- 
trians, except  the  one  who  has  experienced  it?  Have  this  avoided  by  the  use  of  good 
paper,  good  twine  and  brains. 

Every  bundle  should  carry  into  the  home  some  advertisement  besides  that  on  the 
wrapper.  This  may  take  the  shape  of  a  simple  card,  a  folder,  a  booklet,  or  it  may  be  in 
the  nature  of  a  surprise  in  the  shape  of  a  little  present  of  some  advertising  novelty.  These 
can  be  so  easily  and  quickly  inserted  in  the  package  that  no  time  is  lost  in  doing  it. 

These  little  advertisements  are  taken  into  the  home  of  the  customer  and  read  just  at 
a  time  when  he  or  she  is  likely  to  be  most  easily  influenced.  Confidenee  lias  just  been 
shown  in  the  merchant;  the  wares  purchased  have  pleased  the  eye  and  the  pocket.  Isn't 
that  a  good  time  to  drive  an  entering  wedge  for  future  trade? 

An  enterprising  merchant  in  an  Ohio  city  always  inserts  a  card,  about  four  inches 
square,  in  every  parcel  that  leaves  his  establishment.  One  side  of  the  card  always  reads 
something  like  this: 


WTE  THANK  YOU 

for  your  patronage.  It  is  our  aim  to  so  please  every  customer  with  every 
sale  we  make  that  he  or  she  will  come  back  to  us  when  requiring  any- 
thing further  in  our  line  in  the  future.  If  the  purchase  you  have  just  made 
is  not  in  every  way  satisfactory  to  you  upon  a  closer  examination  in  your 
home,  we  will  be  pleased  to  exchange  it  at  any  time  or  refund  the  price  you 
paid.  We  mean  just  what  we  say,  because  we  know  that  a  satisfied  cus- 
tomer is  our  best  advertisement. 

BLANK   &  BLANK. 


On  the  other  side  he  always  has  an  illustrated  advertisement.  Sometimes  it  is  one 
line,  sometimes  another.  It  is  always  seasonable.  Winter  goods  are  never  advertised 
in  summer,  nor  vice  versa. 

A  leaflet  is  perhaps  as  good  a  means  of  package  advertising  as  can  be  found,  because 
the  leaflet  can  be  produced  very  cheaply  and  can  be  folded  during  spare  time  at  the  store. 

A  leaflet  of,  say,  four  pages,  each  measuring  about  three  by  six  or  three  and  a  half  by 
six,  makes  a  good  size  to  use.  The  title  page  should  be  dovoted  to  a  little  "Thank  you." 


PACKAGE  INSERTS  AND  ENVELOPE  ENCLOSURES  111 

similar  to  the  one  used  by  the  ( )hio  merchant  and  quoted  above.  The  other  pages  devoted 
to  the  lines  being  specially  advertised.  These  special  advertisements  should  not  be  too 
lengthy.  The  shorter  the  text  and  the  better  the  illustration  the  stronger  the  impression 
that  is  made. 

Little  slips  to  the  numl>er  of  half  a  dozen  might  be  used  also.  These  should  usually 
be  of  dilVerent  sixes  and  shapes  or  of  different  colors  of  paper.  It  is  necessary  to  dis- 
tinguish them  in  that  manner,  for  sometimes  the  customer  will  read  only  one  and  thinking 
the  others  are  the  same  throw  them  away  unread. 

These  little  slips  should  advertise  different  lines  of  goods,  one  line  to  a  slip.  Just  a 
few  words  and  a  price  is  all  that  is  necessary.  An  illustration  will  always  add  to  their 
value,  but  illustrations  are  not  absolutely  necessary. 

We  know  of  a  large  clothing  store  that  makes  a  practice  of  inclosing  some  little  adver- 
tising novelty  in  every  package  of  clothes  that  is  delivered.  It  is  put  in  as  a  surprise  to 
the  customer,  and  has  become  a  feature  of  the  store  that  customers  are  curious  as  to  what 
it  might  be,  and  hasten  home  with  their  purchases  to  see  what  it  is.  He  has  given  away 
manv  different  things,  among  them  a  pocket  comb,  a  match  safe,  a  stamp  case,  a  memo 
book  and  diary,  etc.  A  new  novelty  is  given  out  every  month,  so  that  purchasers  do  not 
usually  receive  more  than  one  of  any  kind,  for  purchases  in  a  clothing  store,  while  for 
larger  amounts  are  not  so  frequent  as  in  some  other  retail  establishments. 

Any  store  could  follow  out  this  plan.  These  novelties  need  not  necessarily  be  very 
expensive,  but  should  be  something  useful  to  every  purchaser. 

This  system  of  adding  a  surprise  gift  to  every  purchase  might  be  carried  out  very 
profitably  in  the  children's  department  of  any  store.  Care  should  be  taken,  however,  that 
a  boy  is  not  given  a  doll,  or  a  girl  a  jackknife.  At  the  Christmas  season  this  scheme 
would  be  very  effective.  Toys  can  be  purchased  in  small  lots  and  of  varying  qualities, 
and  can  be  distributed  according  to  the  size  of  the  purchase. 

The  retailer  will  find  the  package  one  of  the  best  mediums  for  introducing  and  adver- 
tising any  particular  specialty  that  he  carries.  Different  points  should  be  taken  up  on 
ditVcrent  slips  and  used  at  varying  intervals.  Many  a  specialty  has  been  advertised  in 
just  this  way,  the  manufacturer  supplying  the  retailer  with  the  package  inserts. 

A  weak  department  can  be  boosted  into  prominence  in  the  same  manner,  or  a  profitable 
one  be  made  to  pay  larger  profits. 

Small  stores  might  find  it  profitable  to  exchange  these  advertising  inserts  one  with  the 
other,  so  that  they  can  be  made  to  reach  persons  who  are  not  acquainted  with  the  store. 
The  grocer  can  be  asked  to  insert  the  shoe  man's  slips  while  he  in  return  incloses  the 
grocer's  advertisements  with  his  own. 

Many  manufacturers  issue  little  booklets  that  they  would  gladly  furnish  to  the  retailer 
upon  a  promise  to  distribute  them  by  means  of  the  package,  and  the  retailer  should  avail 
himself  of  this  cheap  way  of  advertising  his  business.  His  name  should  be  either  printed 
on  these  or  stamped  on  with  a  rubber  stamp,  the  former  being  the  better  and  more  up- 
to-date  method,  although  a  trifle  more  expensive. 

A  great  many  stores  doing  a  credit  business  have  to  mail  anywhere  from  a  hundred 
to  five  hundred  accounts  monthly.  With  these  accounts  some  kind  of  an  envelope 
inclosure  should  be  used.  Those  used  for  package  inserts  could  also  be  used  as  envelope 
inclosures  if  the  size  is  made  to  fit  easily  in  the  envelopes.  This  means  of  advertising 
should  not  be  overlooked  by  those  merchants  doing  a  credit  business. 

The  account  may  be  a  gentle  hint  to  "pay  up,"  or  it  may  contain  a  club  in  the  nature 
of  a  foot  note  to  "pay  at  once  the  inclosed  account  and  save  expense  of  collection."  If 
an  inclosure  of  an  advertisement  goes  with  it  it  will  soften  the  blow  and  show  at  the  same 
time  that  the  merchant  is  looking  for  more  business  from  the  customer  receiving  the 
account. 


112  HOW  TO  ADVERTISE  A  RETAIL  STORE 

CHAPTER   XXII 

DODGERS  AND  HANDBILLS 

AND  now  comes  the  despised  dodger.  Whence  cometh  its  ill  repute?  Why  do  so 
many  merchants  look  down  upon  this  cheap  means  of  appraising  the  public  of 
what  is  doing? 

The  reason  is  not  far  to  seek.  It  is  not  in  the  dodger  itself.  It  is  not  because  it  is 
cheaply  printed;  it  is  not  because  the  paper  used  is  poor.  It  is  simply  because  it  is 
improperly  distributed. 

The  usual  procedure  does  not  bring  business  results.  It  cannot  do  so.  Who  could 
expect  it?  What  is  the  usual  method  employed? 

The  merchant  decides  suddenly  that  he  wants  to  make  things  hum.  He  hurriedly 
jumbles  together  a  lot  of  odds  and  ends  and  "out-of-dates""  and  marks  down  the  prices. 
He  then  grabs  a  sheet  of  wrapping  paper  and  carelessly  writes  out  the  matter  for  a  dodger. 
He  rushes  off  to  the  printer  with  this  and  dickers  with  him  until  he  has  received  a  "cut- 
throat" price.  The  printer  slings  it  together  in  any  old  way  because  there  is  no  inonev 
in  the  job.  The  merchant  rushes  back  to  the  printer  long  before  the  type  can  be  assem- 
bled and  issues  a  number  of  hurry-up  orders.  In  the  end  he  receives  a  few  thousand 
scarecrow  advertisements.  1 1  is  next  move  is  to  hire  a  couple  of  boys,  who  ought  to  be  in 
school  instead  of  running  the  streets,  to  distribute  them.  He'll  pay  them  a  quarter  of  a 
dollar  apiece  for  doing  the  work  of  a  man  who  ought  to  get  at  least  from  $1  to  $2  per 
thousand  for  their  distribution. 

But  do  the  boys  earn  the  quarter?  Do  they  faithfully  carry  out  their  part  of  the  con- 
tract? If  they  are  new  at  the  business  they  are  likely  to  do  some  pretty  tall  hustling  at 
first.  It  won't  be  long  before  that  quarter  will  look  further  off  than  ever.  But  that  isn't 
the  worst  of  it.  Left  to  themselves,  they  might  go  ahead  and  deliver  the  goods.  But 
inside  of  an  hour  half  the  urchins  in  the  town  will  be  in  tow,  all  clamoring  for  some  of  the 
bills  to  distribute,  in  the  hopes  of  sharing  in  the  fruits  of  the  proceeds — candy,  peanuts, 
bananas  and  other  edibles  being  at  the  summit  of  the  ambition  of  these  youthful  business 
men. 

But  the  work  soon  palls  on  them,  and  one  suggests  as  a  means  of  hurrying  things  to 
a  conclusion,  "Chuck  'em  down  the  sewer." 

"  Don't  do  that,  put  four  or  five  together  in  every  yard  and  you  can  say  you  distributed 
every  last  one  of  them,"  suggests  another  urchin.  He  knows  his  book;  he  has  been  over 
that  road  before. 

Now,  how  can  any  piece  of  advertising  bring  results  under  such  circumstances?  It 
simply  cannot,  and  hence  the  ill  repute  of  the  dodger. 

We  assert  that  the  dodger  is  one  of  the  most  effective  pieces  of  advertising  that  a  mer- 
chant can  use  when  it  is  properly  written,  properly  printed  and  properly  distributed. 

It  should  be  written  just  as  carefully  throughout  as  a  newspaper  advertisement.  It 
should  be  just  as  carefully  worded.  The  statements  should  be  just  as  truthful.  It  may 
smack  a  little  of  the  sensational  without  detriment,  in  fact,  a  little  color  of  that  nature 
will  make  it  more  forceful  with  a  great  many  of  its  readers. 

The  dodger  is  usually  used  as  a  supplement  to  the  newspaper  advertising  of  a  special 
sale.  It  should  be  literally  teeming  with  prices — cut  prices.  But  the  cuts  must  be 
genuine  and  the  goods  must  be  at  the  store  to  back  them  up. 

One  of  the  greatest  fakes  in  this  respect  is  the  merchant  who  gathers  fifteen  or  twenty 
articles  into  one  lot  and  advertises  them  at  about  25  per  cent,  on  the  dollar.  He  does 
not  care  how  antique  the  styles  are,  nor  how  badly  broken  the  assortment  may  be. 
He  places  the  highest  value  on  them,  which  is  often  more  than  they  ever  sold  for  in  the 


DODGERS  AND   HANDBILLS  113 

good  old  days  when  they  were  "it."  The  public,  the  easily  gulled  public  read  and  all 
unthinkingly  fall  into  the  trap.  But  does  the  merchant  benefit  any?  Not  he;  he  loses. 
The  people  have  been  humbugged,  and  once  humbugged  they  will  always  fight  shy  of 
that  man's  statements.  No  matter  how  real  his  next  bargains  may  be,  they  will  say  unto 
themselves,  "they're  forty-year-old  styles."  It  is  just  this  that  has  added  odium  to  the 
dodger. 

Ix-t  the  truth  he  known.  If  there  are  only  odds  and  ends  in  the  lot  state  that  they  are 
broken  sizes.  If  they  are  out  of  style  say  so.  If  there  are  only  a  few,  tell  how  many. 
The  public  may  not  be  so  eager  to  >ee  them,  but  they  will  at  least  give  the  dealer  credit 
for  being  honest.  Confidence  in  what  I  lie  merchant  says  is  a  necessary  attribute  to  any 
statements  issued  by  him.  Without  it  the  public  will  not  pay  any  attention  to  his  adver- 
tising. He  might  as  well  put  his  advertising  appropriation  into  his  jeans  and  hang  on 
to  it. 

Then  comes  the  printing.  This  should,  in  these  modern  days,  be  at  least  passable. 
The  paper  should  be  fairly  g<xxl.  If  it  is  printed  in  two  colors  it  will  cost  more,  but  it 
will  bring  larger  results  in  proportion  to  that  cost. 

Then  comes  the  distribution.  This  is  a  man's  work  ami  should  be  done  by  a  man. 
If  there  is  a  bill  poster  in  the  place  he  should  be  hired  to  distribute  the  dodger.  That's 
his  business  as  much  as  a  baker's  is  to  bake  bread.  He  knows  how  it  ought  to  be  done. 
He'll  do  an  honest  job  for  the  merchant,  but  he'll  have  to  be  paid  honest  wages  for  the 
work.  The  laborer  is  worthy  of  his  hire. 

Even  with  the  professional  bill  poster  and  distributer  there  are  several  methods  that 
can  be  employed.  They  may  be  distributed  with  other  advertising  matter  for  other 
firms,  or  they  may  be  distributed  without  any  other  advertising  to  attract  equal  attention. 

They  may  simply  be  thrown  into  the  yards  and  upon  the  doorsteps  where  the  lawns 
are  not  inclosed.  This  method  costs  the  least  of  all  and  is  the  least  productive  in  adver- 
tising results.  It  is  but  little  better  in  method  than  that  the  boys  employ  to  get  over  the 
ground  rapidly.  By  this  method  the  dodgers  are  left  to  the  mercy  of  the  elements,  snow, 
rain  and  wind,  of  which  the  least  is  not  the  gentle  breeze. 

A  man's  advertisements  that  are  borne  upon  the  gentle  zephyrs  until  they  rest  with 
dead  leaves  and  other  rubbish  in  a  corner  somewhere  is  not  likely  to  promote  the  sale  of 
wares,  no  matter  how  deeply  the  price  has  been  cut. 

The  next  best  method  is  to  carefully  fold  the  dodgers  and  pass  them  under  the  door 
or  hang  them  on  the  door  handle  or  bells.  In  this  way  they  are  taken  into  the  house  in 
most  instances.  The  best  method  of  all,  and  the  most  costly,  is  to  place  them  right  into 
the  house.  When  this  is  done  they  should  be  folded  and  placed  in  envelopes,  so  that 
when  they  are  handed  in  to  the  householder  they  do  not  have  too  cheap  an  appearance. 

"How  to  Save  a  Few  Dollars."  or  some  similar  inscription  should  be  printed  on  the 
face  of  the  envelope  in  a  fairly  large  face  type,  so  that  it  can  be  read  at  a  glance.  This 
will  serve  to  arouse  the  curiosity  of  the  reader.  If  the  envelope  is  left  plain  the  first  sight 
of  the  cheaply  printed  dodger  might  be  its  last  in  many  homes.  The  inscription  on  the 
envelope  has  created  curiosity,  and  curiosity  must  be  satisfied  whenever  possible. 

A  dodger  may  be  of  any  size  from  a  sixteenth  sheet  to  a  whole  sheet.  Half  and  quarter 
sheets  are  now  most  frequently  used. 

There  are  three  things  necessary  in  a  dodger  to  make  it  do  its  work.  First,  a  good 
strong  headline;  second,  a  short,  snappy  introduction  explaining  the  reason  and  object 
of  the  dodger,  and  third,  the  offerings. 

Such  headings  as  "Great  Sacrifice  Sale,"  "Great  Clearance  Sale,"  "Great  Cut  Price 
Sale,"  etc.,  should  be  avoided.  When  a  clearance  sale  is  an  annual  or  semi-annual 
feature  of  a  store's  advertising,  "Clearance  Sale"  may  properly  be  used,  but  under  other 
circumstances  another  heading  might  better  be  used.  The  clothier  might  start  his 
dodgers  off  with,  "Clothes  at  Half-price,"  or  "Clothes  at  Clearing  Prices."  "Clothes" 
should  form  a  part  of  his  headlines. 

The  introduction  should  be  the  reason  why  of  the  sale.  If  it  is  a  clearance  of  odds 
and  ends,  it  is  better  to  say  so  distinctly.  If  it  is  a  general  clean-up  of  all  lines  it  might 


'   \J 


114  HOW  TO  ADVERTISE  A  RETAIL  STORE 

be  better  to  invent  some  excuse  other  than  "too  much  stock"  which  is  worn  threadbare. 
"A  Special  Purchase"  or  something  of  that  kind  is  likely  to  create  more  interest  and  is 
perfectly  legitimate  when  the  merchant  has  the  goods  to  back  it  up. 

The  descriptions  and  prices  should  be  as  complete  as  words  and  human  thoughts  can 
make  them.  The  original  prices  should  be  quoted  in  the  ordinary  body  type  and  the  cut 
prices  in  the  blackest  type  possible  for  the  size.  Don't  be  afraid  to  make  these  prices 
stand  out — the  more  prominent  they  look  on  paper  the  greater  the  bargain  appears  to 
the  mind. 

It  is  always  advisable  for  a  merchant  putting  on  a  sale  to  have  a  few  leaders.  Tliese 
should  consist  of  the  cheaper  lines  of  goods  and  of  well-known  brands  and  qualities.  The 
prices  should  then  be  cut  deeply.  These  are  for  baits,  and  other  goods  should  be  urged 
in  their  place  when  the  people  get  to  the  store,  but  not  so  that  they  can  see  through  the 
scheme. 

One  of  the  most  effective  dodgers  ever  seen  by  the  writer  was  a  half-sheet  in  size.  It 
•was  divided  into  eight  sections,  each  section  inclosed  in  a  rule  border.  This  was  then 
folded  so  that  each  section  formed  a  page.  They  were  cheaply  printed  on  common 
"news"  stock,  but  the  arrangement  and  folding  added  one  hundred  per  cent,  to  their 
appearance.  Each  page  contained  prices  of  one  class  of  goods  only  and  was  a  complete 
advertisement  in  itself. 

Many  advertisers  try  to  key  all  their  advertising  to  determine  the  results.  This  can 
easily  be  done  in  the  dodger  by  the  use  of  a  coupon.  It  may  contain  an  offer  of  some  spe- 
cific article  free,  or  at  a  reduced  price,  or  it  may  be  an  offer  of  an  extra  discount  on  all 
purchases.  The  condition  should  always  be  the  presentation  of  the  coupon  at  the  time 
the  purchase  is  made. 

A  shoe  merchant  in  a  town  of  10,000  uses  dodgers  about  four  times  a  year.  He  finds 
this  style  of  advertising  pays  when  it  is  not  overdone.  He  has  gone  very  deeply  into  this 
class  of  advertising  and  uses  some  scheme  or  other  for  the  purpose  of  making  the  adver- 
tising produce  good  results.  One  time  he  used  the  coupon  for  the  purpose  of  finding  out 
whether  the  dodgers  were  being  read  as  thoroughly  as  they  should.  He  did  this  by 
placing  a  small  coupon  in  the  center  of  the  dodger  offering  a  pair  of  tagless  shoe  laces  free 
for  every  coupon  presented  by  an  adult.  As  this  was  some  years  ago  when  these  laces 
were  a  novelty,  he  found  he  had  good  returns,  something  over  four  hundred  out  of  three 
thousand  dodgers  distributed. 

He  offered  them  free  with  no  other  condition  than  the  presentation  of  the  coupon. 
This  was  done  under  the  plea  of  introducing  the  new  lace.  He  had  his  findings  counter 
moved  to  the  rear  of  the  store  and  hired  a  young  lady  to  preside  there  during  the  sale. 
She  not  only  distributed  the  free  laces,  but  sold  many  of  them  besides.  As  everything 
was  neatly  displayed  and  priced,  there  were  many  dollars'  worth  of  polish,  polishers,  rub- 
ber heels,  etc.,  sold  at  regular  prices  during  the  sale. 

Having  to  walk  the  full  length  of  the  store  to  get  the  free  laces,  the  customers  had  a 
good  opportunity  to  see  many  of  the  advertised  lines  which  were  tastily  displayed  and 
ticketed  on  special  bargain  tables.  Altogether  this  proved  a  good  live  means  of  booming 
a  sale. 

Like  all  sampling,  the  call  later  for  those  laces  more  than  paid  for  the  samples  dis- 
tributed free. 

Another  way  used  by  a  merchant  to  assure  himself  that  his  dodgers  were  being  read 
was  to  have  the  prices  altered  on  ten  different  articles  on  only  ten  of  his  dodgers.  For 
instance,  he  advertised  a  $3  hat  for  $1.98.  On  one  of  his  dodgers  he  would  have  the' one 
taken  out  of  the  price  making  the  offer  of  a  $3  hat  for  98  cents.  On  another  he  would 
perhaps  offer  a  $10  suit  for  $3.98,  while  on  all  the  rest  it  would  read  $7.98.  And  so  on 
until  there  were  ten  dodgers  containing  each  a  special  bargain. 

In  the  top  corner  he  explained  that  there  were  ten  dodgers  of  the  lot  printed  purposely 
with  absurdly  low  prices,  and  that  those  prices  were  good  only  to  the  ones  who  received 
the  dodger  containing  the  offer.  To  all  others  the  prices  would  be  as  quoted  on  the 
dodgers. 


DODGERS  AND  HANDBILLS  115 

This  caused  most  persons  to  carefully  read  over  every  item  and  note  the  prices.  In 
inaiiv  cases  people  took  the  dodders  in  and  claimed  certain  bargains  that  he  was  making 
to  every  one  alike,  and  usually  before  his  special  sale  was  over  the  ten  dodgers  containing 
the  "lived"  price*  \\cre  brought  in  and  the  bargains  claimed. 

The  hand-bill  is  of  little  use  for  most  retailers.  It  can  be  used  on  special  occasions 
to  call  attention  to  special  lines,  or  to  some  special  advertising. 

A  merchant  in  Michigan  uses  advertising  novelties  as  premiums  and  has  thousands 
of  these  little  hand-bills  struck  oil'  in  the  course  of  a  year.  They  are  distributed  at  the 
market,  at  factories,  and  on  the  street.  Here  is  the  wording  of  one  of  them: 


FREE 

A  first-class  hat  brush  free  to-day  with  every  purchase  of  a  $2.00  hat. 
BLANK    &  BLANK 
.   32  BLANK  STUIJET 

N.  B. — Our  $2.00  hats  are  the  best  to  be  had  for  miles  around.  If 
you  have  never  tried  our  $2.00  hat  you  had  better  try  one  now  and  get  a 
good  hat  brush  free. 


A  sixteenth  sheet  was  used  and  they  cost  him  about  75  cents  per  thousand  in  five 
thousand  lots.  What  did  it  matter  if  a  few  hundred  were  wasted?  They  were  too  cheap 
to  think  twice  over.  If  half,  or  one-quarter  of  these  were  read  it  was  the  cheapest  kind 
of  advertising  he  could  do. 

Advertising  of  any  kind  must  reach  the  consumer  before  it  can  be  of  any  effect,  and 
that  is  why  dodgers  and  hand-bills  often  fail  to  bring  results — they  never  are  seen  by  the 
public's  eye. 

In  towns  and  cities  where  there  are  large  factories,  or  when  there  is  a  large  suburban 
traffic  on  trolley  lines,  little  cards  with  special  oll'erings  printed  on  them  can  be  distributed 
to  advantage.  Anywhere  where  there  is  a  crowd  there  is  a  chance  to  distribute  these. 
They  can  be  distributed  to  people  leaving  theaters,  concerts,  etc.  If  the  offering  is  a 
special  one  it  is  sure  to  have  some  takers. 

The  dodger  of  McKenney,  Setterington  Coffee  Co.  is  a  fair  sample  of  many  of  those 
scattered  around  the  streets  by  thousands.  This  one  accompanied  a  sample  tin  of  coffee. 
What  housewife,  upon  opening  it,  for  it  was  folded  and  wrapped  around  the  tin,  but 
would  exclaim,  "How  horrid!  If  the  coffee  is  as  bad  as  that  advertisement  I  don't  want 
to  try  it."  This  is  worse  than  a  political  campaign  dodger,  and  goodness  knows  they  are 
bad  enough.  It  is  entirely  without  dignity  or  tone,  and  lessens  the  value  of  the  sample 
materially. 

When  samples  are  distributed  in  this  way,  the  campaign  is  likely  to  be  upon  a  pretty 
large  scale.  When  an  advertising  campaign  is  on  a  large  scale  it  should  be  on  a  good 
scale.  Cheap  dodgers  accompanying  samples  cannot  be  considered  good.  They  are 
cheap  and — nasty.  In  this  case  a  neat  booklet  should  have  accompanied  the  sample. 
This  would  have  added  to  the  expense  of  the  advertising  materially — but  it  would  have 
added  to  the  subsequent  sales. 

Another  thing  noticed  in  connection  with  this  distribution  of  samples  was  the  fact 
that  no  label  was  used,  the  sample  of  coffee  being  enclosed  in  a  plain  tin  box.  This  was 
another  mistake.  The  sample  tin  should  have  been  a  reproduction  in  miniature  of  the 
larger  tins.  In  nine  cases  out  of  ten,  we  will  venture  to  say,  the  dodger  was  not  read 
through.  The  name  of  the  brand  of  coffee  occurs  in  the  body  type  and  would  be  missed 
by  many  who  would  merely  glance  over  it.  If  this  dodger  had  read  something  like  the 
following  it  would  have  been  more  business  like: 


116  HOW  TO  ADVERTISE  A   RETAIL  STORE 


UTOPIA  COFFEE 

is  rapidly  becoming  the  drink  of  most  Coffee  users.     Those  who  have 
tried  it  once  continue  to  use  it.     That  is  the  reason  we  present  you  with  this 

SAMPLE  TIN  OF  UTOPIA  COFFEE. 

If  you  will  try  it  we  are  sure  we  will  number  you  among  our  increasing 
number  of  friends,  etc.,  etc. 


The  dodger  put  out  by  the  firm  refers  in  no  way  to  the  sample,  and  it  should  have 
told  all  about  it,  what  it  was,  why  it  was  being  distributed,  and  where  it  could  Ue  pur- 
chased. It  should  also  have  told  how  to  prepare  the  coffee  to  get  the  best  results. 

This  campaign  appears  to  be  either  "on  the  cheap"  or  it  is  being  rushed  out  without 
proper  thought  and  preparation. 


CHAPTER  XXIII 

WINDOW  ADVERTISING 

HOW  many  people  pass  your  store  in  a  day?  If  the  average  is  ten  a  minute,  in 
the  eight  busiest  hours  of  the  day  4,800  people  would  pass  your  window.  This 
number,  4,800,  represents  what  in  newspaper  parlance  is  called  'daily  circula- 
tion.' Now,  your  show  window  occupies,  say,  100  square  feet  of  surface,  and  in  it  yon 
can  display  attractively  quite  a  line  of  goods,  changing  the  display  as  often  as  you  wish. 
In  a  daily  paper  with  an  actual  circulation  of  4,800,  100  square  inches  (not  square  feet) 
would  cost  approximately  $10  a  day,  and  in  this  space  you  can  only  put  cuts  of  the  articles 
for  sale,  and  as  a  rule  the  cuts  but  imperfectly  represent  those  articles.  Now  your  win- 
dow space  presents  a  surface  144  times  as  great  as  your  $10  newspaper  space,  has  depth 
in  addition  to  surface,  and  in  it  can  be  displayed  your  wares,  true  to  life  as  to  color,  si/e, 
shape  and  everything;  and  furthermore,  they  are  seen  at  the  entrance  to  your  store, 
inside  of  which  a  salesman  stands  ready  to  give  additional  information  and  exercise  his 
abilities  in  making  a  sale.  This  window  space  is  yours  every  day  and  all  day;  it  presents 
wonderful  possibilities  as  an  advertising  medium,  and  it  is  up  to  you  to  get  those  possi- 
bilities out  of  it.  If  newspaper  space,  properly  used,  is  worth  what  it  costs  (and  we  are 
firmly  convinced  it  is),  how  important  it  is  that  so  valuable  an  advertising  medium  as 
the  show  window  should  not  be  neglected. 

The  above  paragraph  appeared  first  in  a  well-known  house  organ  (store  paper)  and 
after  being  copied  into  a  large  number  of  trade  and  advertising  journals  traveled  across 
the  Atlantic  and  appeared  in  Britain's  largest  advertising  journal  and  has  come  back 
again  and  been  reprinted  on  this  side  of  the  ocean.  There  is  little  wonder  that  this  para- 
graph has  traveled.  The  argument  in  it  is  so  conclusive  that  it  cannot  be  controverted. 
Every  merchant  should  memorize  it  so  that  he  could  never  forget  it  and  the  truth  it  teaches. 

A  good  advertiser  will  change  his  advertisements  in  the  newspapers  as  often  as  they 
are  issued,  and  the  window  advertiser  should  follow  as  closely  in  changing  his  window 
displays  as  practicable.  There  are  some  windows,  small  ones,  that  can  be  re-arranged 
every  day.  while  there  are  others  that  on  account  of  the  time  it  takes  to  do  this  must  be 
left  for  several  days.  Twice  a  week  is  not  too  often  for  a  re-arrangement  of  the  goods 
on  display. 


A   LIE 


^PHERE  is  an  old  Spanish   proverb 
which  says  :  "A  lie  has  short  legs, 
but  the  Truth  walks  over  the  house- 
tops." 

We  tell  the  TRUTH  when  we  say 
we  have  the  finest  COFFEE  that  is 
procurable  in  the  markets  of  the  world, 
composed  of  choice  private  growth 
Javas  and  fine  Aden  Mochas. 

c/i  DELICIOUS  DRINK 

It  tickles  the  palate  of  the  connois- 
seur. Once  tasted  it  calls  for  more. 
Ask  for  the  famous  "UTOPIA,"  sold  in 
air-tight  one  pound  cans,  and  you  will 
have  the  best  that  MONEY  WILL 
BUY. 

ROASTED  AND   BLENDED  BY  THE 


DETROIT  CHICAGO  WINDSOR 

:        :        AND  SOLD  BY        :        : 

LEADING   GROCERS,   40   Cents 


118  HOW  TO  ADVERTISE  A  RETAIL  STORE 

The  general  effect  of  the  trim  need  not  be  changed  as  often.  An  elaborate  back- 
ground that  has  cost  much  time  to  construct  can  be  made  to  do  duty  for  a  longer  period, 
but  the  goods  displayed  can  be  changed  often  without  disturbing  it.  Many  persons  pass 
the  store  windows  every  day  and  a  glance  will  show  whether  new  lines  are  on  display  or 
not.  If  they  are  not,  the  passers-by  do  not  give  the  window  a  second  look. 

Sometimes  a  new  arrangement  of  the  same  goods  will  answer  as  well  as  an  entire 
change  of  goods.  If  up-to-date  styles  are  shown  there  can  be  no  necessity  for  a  change 
of  lines,  but  it  is  better  to  make  fresh  displays  by  an  entirely  different  arrangement  of  the 
lioPS. 

Cln  many  cases  the  merchant  weakens  his  display  by  neglecting  to  place  price-tickets 
upon  the  wares.  An  advertisement  in  a  newspaper  may  be  elegantly  worded,  it  may  be 
convincingly  set  forth,  but  if  the  price  is  left  off  the  result  in  sales  will  surely  be  small. 
It  is  the  same  with  the  window  display. /'Here  we  find  an  advertisement  that  appeals 
more  strongly  than  any  newspaper  advertisement  can.  The  best  points  of  the  articles 
displayed  are  shown  and  emphasized.  But  if  price  information  is  lacking,  it  is  an  incom- 
plete display.  The  goods  are  there  to  speak  for  their  quality,  beauty  and  utility,  but  the 
merchant  fails  to  speak  for  their  desirability  from  the  price  standpoint. 

It  is  very  desirable  in  a  display  of  a  number  of  small  articles,  such  as  books,  tics,  hose, 
etc.,  to  group  the  goods  so  that  one  price  card  will  serve  for  each  group.  When  this  is 
done  a  short  motto  can  be  added  to  the  price.  But  when  the  display  must  be  varied  as 
in  a  shoe  window  each  article  can  have  its  own  price-ticket.  These  should  be  as  small 
as  possible  so  as  not  to  hide  any  of  the  g'raceful  lines  of  the  goods  on  display. 

Pins  for  attaching  cards  to  all  kinds  of  articles  are  made  as  low  as  ^.">  cents  a  hundred, 
and  being  so  cheap  should  be  much  more  often  used  than  thcv  are.  When  pins  are  used 
many  different  shapes  of  price-tickets  can  be  utilized.  A  square,  ah  oblong,  an  oval  or 
round  card,  a  star-shape  or  some  other  geometrical  design  can  be  used.  It  should  be 
noted,  however,  that  in  no  trim  should  more  than  one  style  of  price  card  be  used. 
Different  sizes  of  the  same  shape  when  necessary  may  be  used,  but  dillVrcnt  shapes 
never. 

A  very  neat  price  card  can  be  made  by  cutting  a  square  of  "cover  paper"  of  some 
dark  shade  and  pasting  over  this  a  smaller  square  of  white,  leaving  a  narrow  margin  of 
the  dark  paper  showing. 

There  is  only  one  exception  to  what  has  been  written  above  about  price  tickets.  That 
is  in  the  exclusively  high-priced  stores.  Here  customers  do  not  ask  the  price  but  pay 
according  to  what  they  want.  A  merchant  catering  to  this  class  may  find  il  nmiecessaiy 
to  use  price  tickets.  But  even  in  the  highest  priced  stores  a  price  ticket  may  be  the 
means  of  making  many  sales. 

Many  sales  are  made  directly  from  the  window  display,  and  a  passer-by  is  much  more 
likely  to  have  impressed  upon  his  mind  the  desirability  of  an  article  if  lie  knows  what  its 
price  is.  The  duty,  in  fact,  the  whole  duty,  of  a  window  display,  is  to  make  sales.  Price 
tickets  should  then  be  freely  used  so  that  that  duty  can  be  performed. 

Price  tickets  can  be  employed  by  the  most  exclusive  establishments.  No  tasteful 
price  ticket  ever  lowered  the  dignity  of  any  store.  It  is  only  the  gaudy,  crudely-lettered 
card  that  offends. 

The  tickets  used  on  individual  articles  should  be  in  keeping  with  the  article  displayed. 
Small  cards  on  small  articles;  larger  ones  on  larger  pieces  of  merchandise.  It  should 
however,  never  be  larger  than  good  taste  would  dictate.  Where  unit  groups  are  shown 
the  cards  may  be  somewhat  larger  than  on  individual  articles. 

The  motto  card  is  a  very  useful  means  of  drawing  and  retaining  attention.  The 
number  used  should  vary  with  the  size  of  the  window.  For  the  ordinary  window  one  or 
two  good  cards  are  likely  to  prove  more  valuable  than  a  half  dozen  poor  ones.  Too 
many  cards  detract  attention  from  the  goods  on  display  and  at  the  same  time  take  up  too 
much  room. 

Experience  has  proven  the  value  of  these  window  cards  as  an  adjunct  to  good  news- 
paper advertising.  If  the  merchant  advertises  a  certain  article  in  the  papers  he  should 


120  HOW  TO  ADVERTISE  A  RETAIL  STORE 

see  that  that  article  is  prominently  displayed  in  his  windows.  A  couple  of  catchy  window 
cards  should  also  be  used  as  a  clincher  for  the  newspaper  advertisements. 

The  window  card  should  be  made  as  attractive  as  possible.  It  should  be  attractive 
for  its  neatness  and  good  taste  in  color  and  wording,  and  not  by  its  gaudy  colors  and  far- 
fetched ideas.  A  plain  white  card  neatly  lettered  in  black  and  having  a  plain  rule  around 
the  whole  is  perhaps  the  most  attractive  of  all.  Colors  may  be  used  to  some  extent  as 
also  pictures  of  objects  and  things,  but  these  should  be  used  very  sparingly. 

When  there  are  no  "sign-writers"  in  a  store  it  is  profitable  to  procure  a  few  sets  of 
"Rubber  Sign  Markers."  With  these  rubber  stamps,  neat  and  legible  cards  can  be 
made.  Some  of  them  the  writer  has  seen  that  would  put  many  a  "sign  writer"  to  shame. 
Legibility  is  often  effaced  by  the  curly-cues  embellishing  the  very  best  efforts  of  high- 
priced  sign  writers'  work. 

Letter  patterns  can  be  bought  for  from  25  to  50  cents  a  set  and  with  the  outline  drawn 
in  pencil  it  is  an  easy  matter  to  fill  in  with  color.  Care  only  must  be  used  in  getting  the 
letters  in  alignment,  the  rest  is  easy. 

The  window  card  is  a  small  thing  in  itself,  but  as  a  reminder  in  its  influence  on  atten- 
tion and  interest  no  one  can  tell  in  advance  what  train  of  thought  it  might  put  in  motion; 
but  it  is  safe  to  infer  that  nine  times  out  of  ten  it  will  lead  to  the  purchase  of  the  goods. 
The  card  is  suggestive  and  is  always  sure  of  having  |>eople  who  read  it  think  about  it, 
and  of  the  inducement  it  holds  out  to  them  to  buy.  The  good  work  it  does  may  not 
always  be  seen,  but  rest  assured  that  window  cards  are  good  advertisements. 

A  very  neat  and  attractive  window  card  is  made  by  the  use  of  what  is  called  an  air 
brush.  These  are  produced  very  reasonably  by  firms  making  a  specially  of  such  things. 
But  a  very  good  imitation  of  these  can  be  produced  by  any  one  right  in  the  store.  They 
are  what  are  known  as  spatter  work  cards. 

For  their  construction,  apart  from  the  cardboard,  nothing  is  required  except  a  good 
stiff  brush  and  a  fairly  fine  sieve.  Any  kind  or  color  of  ink  can  he  employed.  The  MC\C 
can  be  constructed  out  of  wire  window  netting.  The  method  of  making  these  spatter 
work  cards  is  as  follows: 

Draw  a  design  on  a  piece  of  thick  wrapping  paper  and  cut  it  out  with  a  sharp  knife. 
This  design  may  be  a  scroll  or  other  figure.  This  design  can  be  used  as  a  stencil  and  in 
that  case  the  design  will  be  white  while  the  rest  of  the  card  will  be  shad<  <1  hy  the  spatter 
work.  The  sheet  from  which  the  design  was  cut  may  also  be  used  as  a  stencil  and  in  that 
case  the  design  will  be  in  spatter  work  and  the  card  white.  In  either  case  the  stencil 
should  be  laid  smoothly  on  the  cardboard  and  held  there  by  a  few  pins  being  driven 
through  both  stencil  and  cardboard  into  the  table  upon  which  the  work  is  being  done. 
This  is  necessary  if  the  design  is  to  be  neatly  executed  and  the  edges  sharply  defined, 
for  the  slightest  movement  of  the  stencil  will  show  in  the  finished  work. 

Dip  the  brush  (a  stiff  tooth  brush  brings  out  the  best  results)  into  the  ink.  Shake  out 
the  excess  of  ink.  Hold  the  sieve  about  two  inches  above  the  design  and  sharply  move 
the  brush  backward  and  forward  across  the  screen,  forcing  the  ink  through  and  spatter- 
ing it  upon  the  work. 

Where  the  finished  card  is  to  be  white  it  must  be  masked  with  the  stencil.  All  unpro- 
tected portions  of  the  card  will  receive  the  ink  spattering. 

With  a  little  practice  any  one  can  produce  light  or  heavy  (dark)  effects  by  grading  the 
amount  of  ink  spattered  on  the  card.  The  best  effects  are  secured  in  dark  spattering  by 
spreading  the  ink  lightly,  allowing  it  to  dry,  and  then  repeating  the  process.  By  doing 
this  there  is  no  danger  of  the  ink  spreading  or  running  together  and  forming  ragged 
looking  work. 

Many  beautiful  effects  can  be  obtained  by  the  use  of  shading  in  these  cards.  By 
having  the  shading  heavy  in  the  center  and  gradually  running  lighter  as  it  reaches  the 
corners  and  edges  it  gives  a  very  pretty  effect. 

Where  three  or  four  words  are  used  on  the  cards  the  letters  may  be  cut  out  and  pinned 
on  the  card,  and  the  background  sprayed.  After  allowing  the  ink  to  dry,  when  you 
remove  these  paper  letters  you  will  find  that  i\ft  words  will  appear  in  white  again- 1  Ibe 


WINDOW  ADVERTISING  121 

dark  ground.  When  this  is  done,  it  is  well  to  have  the  shading  heavy  in  the  center  of  the 
card  immediately  BUiroanding  the  letters,  allowing  the  background  to  become  lighter 
toward  the  edges  of  the  card.  Another  pleasing  effect  may  be  obtained  by  coloring 
the>e  blank  letters  with  bright-hued  inks. 

Illustrations  cut  from  the  trade  journals  or  other  magazines  can  often  be  used  by  being 
cut  out  and  pasted  upon  these  cards. 

These  spatter  work  cards  can  be  further  embellished  by  using  a  pen  and  ruler.  Two 
or  three  parallel  lines  drawn  around  one  of  these  cards  as  a  border  helps  the  lettering  on 
the  card  to  stand  out  and  is  very  attractive.  Good  black  ink  should  be  used  for  this. 

A  yellow  slip  in  imitation  of  a  telegram  or  a  telegraph  blank  itself,  upon  which  a  few 
words  are  written,  may  be  pasted  on  the  glass  of  the  window  and  will  have  many  readers 
in  the  course  of  a  day. 

A  merchant  in  Chicago  attributes  his  success,  and  he  does  a  large  husiness,  to  com- 
mon manila  wrapping  paper  and  a  carpenter's  blue  jH'iicil.  With  these  two  at  hand  he 
made  window  cards  that  attracted  attention.  Of  course  had  he  not  the  brains  behind 
these  the  cards  would  never  have  been  heard  of.  Hut  he  has  a  peculiar  faculty  of  saying 
^  in  such  an  attractive  manner  that  the  people  had  to  stop  and  see  them. 

Any  means  in  good  taste  that  can  be  used  to  draw  attention  to  the  window  is  a  help 
toward  showing  the  goods.  Then  if  they  appeal  to  the  sightseer  the  sale  is  effected. 

We  have  not  touched  upon  the  value  of  mechanical  displays,  curio  exhibits,  and  such 
features  of  display,  because  they  belong  more  properly  to  a  treatise  on  window  dressing. 
That  they  have  great  advertising  value  cannot  be  doubted  when  one  sees  a  crowd  around 
such  displays  at  all  times. 

At  the  end  of  this  chapter  may  be  found  a  large  number  of  phrases  suitable  for 
window  cards.  Advertisers  should  go  over  them  carefully,  checking  those  that  may 
be  of  future  use.  By  doing  so  much  time  will  be  saved  each  time  a  suitable  motto  or 
phrase  is  wanted.  Only  those  checked  need  be  looked  over  as  those  not  checked  have 
already  been  rejected. 

A  FEW  THINGS  WORTH  KNOWING 

HARMONIZING  COLORS 

Blue  and  white.  Scarlet,  black  and  white. 

Blue  and  gold.  Crimson  and  orange. 

Blue  and  orange.  Yellow  and  purple. 

Blue  and  salmon.  Green  and  gold. 

Blue  and  maize.  Green,  crimson,  turquoise  and  gold. 

Blue  and  brown.  Green,  orange  and  red. 

Blue  and  black.  Purple  and  gold. 

Blue,  scarlet  and  lilac.  Purple,  scarlet  and  gold. 

Blue,  orange  and  black.  Lilac  and  gold. 

Blue,  brown,  crimson  and  gold.  Lilac,  scarlet  and  white  or  black. 

Blue,  orange,  black  and  white.  Lilac,  gold,  scarlet  and  white. 

Red  and  gold.  Lilac  and  black. 

Red,  gold  and  black.  Pink  and  black. 

Scarlet  and  purple.  Black,  with  white  or  yellow,  and  crimson. 

BLACK  INK  FOR  RUBBER  STAMP  PADS 

Aniline  Black \  oz. 

Pure  Alcohol 7^  oz. 

Glycerine 7£  oz. 

Dissolve  the  aniline  in  the  alcohol  and  when  dissolved  add  the  glycerine  and  shake  well. 

VIGNETTED  BACKGROUND  FOR  WINDOW  CARDS 

Some  show  card  makers  produce  handsome  cards  by  putting  a  soft,  vignetted  back- 
ground behind  the  lettering  in  some  contrasting  color.  This  background  is  irregular  in 


122  HOW  TO  ADVERTISE  A  RETAIL  STORE 

form — sort  of  "cloud-like,"  the  color  being  heaviest  in  the  central  part  and  gradually 
diminishing  in  intensity  to  the  edges,  which  fade  almost  imperceptibly  away.  This  work 
may  be  done  by  any  one,  and  is  a  simple  way  of  making  an  effective  card  with  little  work. 
To  do  it  the  card  maker  takes  his  sheet  of  card — white,  preferably — lays  it  flat,  and  places 
upon  it,  where  the  center  of  the  background  is  to  be,  a  small  quantity  of  "dry  color "- 
red,  blue,  green,  or  yellow.  Then  he  takes  a  small  wad  of  cotton  covered  with  chamois 
skin,  about  the  size  of  a  walnut,  and  rubs  the  color  into  the  card,  working  away  from  the 
center  with  a  circular  motion,  going  over  it  gradually  and  smoothly,  until  he  has  the 
background  shaded  off  to  suit  him.  The  lettering  will  be  best  made  in  black  over  either 
of  the  colors  named,  and  no  shading  is  required. 

IMITATION  SCREW  HEADS 

A  novel  effect  can  be  easily  obtained  on  show  cards  and  price  tickets  by  placing  three 
or  four  paper  imitation  screw  heads  on  the  letters. 

These  paper  screw  heads  can  be  quickly  made  by  cutting  out  round  pieces  of  white 
paper  on  which  is  printed  a  fairly  heavy  black  line;  the  six-point  border  of  an  advertise- 
ment makes  good  ones.  A  belt  punch  makes  a  good  tool  to  cut  the  paper  with,  and  can 
be  bought  at  any  hardware  store  for  fifteen  or  twenty  cents.  The  printed  line,  of  course, 
should  be  across  the  center  of  the  part  cut  out.  A  thin  card  held  under  the  paper  will 
help  in  cutting. 

After  cutting,  touch  each  screw  head  with  the  point  of  a  mucilage  brush  and  attach  to 
the  painted  letters  on  show  card.  A  pin  or  needle  will  be  a  great  help  in  placing  them 
in  the  proper  position,  as  they  are  so  small  it  is  difficult  to  handle  them  with  the  fingers. 
The  screw  heads  should  be  used  only  on  heavy  letters  and  figures  and  should  not  (over 
the  entire  width  of  the  line  of  the  letter. 

This  makes  a  very  neat  effect,  as  the  letters  appear  to  be  fastened  to  the  card  with 
screws. 

Another  way  to  use  these  screw  heads  is  to  paste  a  light  colored  card  containing  the 
price  or  principal  line,  to  a  dark  show  card,  and  place  screw  heads  at  each  of  the  four 
corners.  Corners  and  border  may  be  attached  to  the  show  card  in  the  same  manner. 

Be  careful  not  to  use  too  many  screw  heads,  as  that  spoils  the  effect;  they  should  be 
placed  only  where  it  would  be  necessary  to  use  real  screws  if  the  letters  were  cut  out  and 
fastened  to  the  show  card. 

A  GOOD  BLACK  PAINT 

To  obtain  a  good  black  paint,  buy  a  fifteen-cent  package  of  lampblack  and  a  small  can 
of  Le  Page's  Liquid  Glue.  Pour  the  contents  of  the  package  in  an  old  bucket,  turn  in  as 
much  hot  water  as  needed  to  make  a  thin  solution,  stir  thoroughly;  next  empty  in  your 
glue,  about  five  minutes  is  needed  to  dissolve  the  glue.  After  this  has  been  thoroughly 
dissolved,  strain  through  a  piece  of  cheese-cloth  and  bottle  up.  And  thus,  you  have  at 
a  small  cost,  a  bucketful  of  paint  ready  for  use. 

For  colors,  use  what  is  termed  Dry  Colors.  They  can  be  obtained  at  any  paint  store. 
With  an  assortment  of  Flake  White,  Chrome  Yellow,  Ultramarine  Blue,  Vermilion,  and 
lampblack,  as  already  described,  you  can  write  almost  any  kind  of  plain  or  fancy  cards 
or  signs. 

SILVER  AND  GLASS  CLEANER 

Precipitated  Chalk 6  ounces. 

Wood  Alcohol 8  ounces. 

Ammonia  Water 3  pints. 

Mix  together  and  shake  well. 

Directions: — Shake  the  bottle  and  moisten  a  clean  woolen  cloth  with  the  liquid.  Ap- 
ply to  the  silver  or  glass  to  be  cleaned  and  finish  off  with  a  dry  chamois  or  woolen  cloth. 


WINDOW    ADVERTISING 


123 


SIGNS  ON  GLASS 

A  bar  of  common  -oa|>  \\ill  furnish  material  from  which  a  pencil  can  be  made  for 
marking  on  mirrors.  It  is  often  desirable  to  have  a  card  of  this  nature  appear  for  a  few 
davs.  to  he  nibbed  oil'  later,  or  perhaps  have  the  wording  changed. 

Soap  docs  not  make  as  durable  a  material  for  marking  on  windows  as  it  leaves  rather 
too  faint  a  line  to  l>e  noticed  easily.  Silver  whiting,  mixed  with  water,  makes  a  good 
material  for  this  purpose,  but  it  must  be  put  on  with  a  brush.  The  sign  may  be  marked 
oil'  with  soap  on  the  outside  and  then  traced  on  the  inside  of  the  glass  with  the  whiting. 
Colored  dyes  can  be  used  to  give  tin-  mixture  any  desired  shade. 

R\ISI:I>  KK;I  HI:  WOUK  <>\  WINDOW  CARDS 

A  unique  window  card  can  be  made  with  a  little  ingenuity  on  the  part  of  the  worker. 
Scrolls,  figures,  etc.,  can  be  made  in  raised  work  on  the  cards  by  using  the  point  of  a  sharp 
penknife.  The  cutting  must  be  done  at  an  angle  so  that  the  surface  of  the  card  is  raised 
up  around  one  side  of  the  cut,  making  the  figure. 

Representations  of  articles  for  sale,  such  as  hats,  shoes,  fruits,  etc.,  can  be  made  by 
outlining  as  above  and  then  with  a  brush  filling  in  the  color. 

Flags,  shields,  etc.,  can  l>e  made  to  stand  out  in  the  same  manner. 


SOME   GOOD  WINDOW   CARDS 


After  these  are  gone,  no  more;  it's  just  chang- 
ing money. 

A  full  stitck  makes  this  store  attractive. 

A  last  chance  at  a  good  thing. 

A  limited  numlier,  Imt  an  unlimited  value. 

All  our  goods  are  choice. 

All  yours  at  your  prices. 

An  appeal  t<>  your  taste. 

Antique  finish,  but  modem  prices. 

A  satisfactory  article. 

A  shoe  of  quality. 

As  it  conies  to  us,  so  it  goes  to  you — at  a  bar- 
gain. 

A  value  that  wears. 

Beautiful  and  different. 

Btvause  they  fit  well,  they  wear  well. 

Best  butter  in  the  market. 

Best  offer  ever  made. 

Better  than  ever  before. 

Better  to  buy  now. 

Big  bargains  in  bristle  goods. 

Buy  here  and  save  money. 

Buying  here  is  so  easy. 

Buy  to-day  and  come  again. 

Can  you  resist  these? 
Chic  and  cheap. 

Choose  wisely  by  choosing  here. 
Come  in  and  ask. 

Come  in  and  look  around,  that  is  what  the 
store  is  for. 

Come  in  anyway. 
Cool  things  for  hot  days. 
Correct  shapes  and  colors. 
Correct  things  for  just  now. 
Costs  a  dollar  and  worth  it. 
Costs  you  nothing  to  come  in. 

Dandy  shoes  for  little  girls. 
Dollars  will  do  much  here. 


Don't  miss  yetting  your  share. 
Don't  pass  us  by;  give  us  a  try. 
Don't  wait  t<x»  long. 
Don't  wait  until  the  best  are  gone. 

Eager  buyers'  opportunity. 
Kasy  shoes  for  uneasy  feet. 
Economical  because  it's  double  strength. 
Klegant  designs  in  carpets. 
Kver  see  the  equal  for  nineteen  cents? 
Every  article  here  is  a  bargain. 
Every  article  here  is  strictly  high  grade. 
Every  day  here  is  "bargain  day." 
Every    dependable    and    desirable    kind    of 
merchandise. 

Every  line  perfect — every  style  right. 
Everything  that's  new. 
Exclusive  and  meritorious. 
Extraordinary  values. 
Extra  quality,  leather  lined. 
Eye  satisfaction — foot  comfort. 

Fall  finery. 

Fall  goods  now  ready  for  your  inspection. 

Family  shoe  store — where  honest  values  are 
offered. 

Fancy  goods  at  plain  prices. 

Fit  for  any  foot. 

Fit  well,  feel  well,  wear  well. 

For  fancy  hosiery  there's  only  one  place  to 
come — here,  of  course. 

For  the  busy  man  an  accurate  watch  is  a 
necessity,  not  a  luxury. 

Fragrant  as  the  flowers. 

Fresh  to-day. 

Gems  of  the  season. 

Give  us  a  chance  to  please  you. 

Glad  to  have  you  come  and  look. 

Good  clear  through. 

Good  things  for  cooler  days. 

Good  values — best  styles — popular  prices. 


124 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Hardware  that  will  withstand  the  hardest  wear. 

Haven't  you  a  place  for  this? 

Helps  to  economy. 

Here  are  things  we  know  you  will  like. 

Here's  a  new  idea. 

Here's  a  quality  you'll  be  proud  of. 

Here's  how  we  save  you  money. 

Here's  your  opportunity. 

Hints  for  happiness. 

Hot  weather  comfort. 

Hot  weather  suggestions. 

How  can  you  pass  it? 

How  can  you  resist? 

How's  this  for  a  j>enny? 

If  it's  here  it's  worthy — if  it's  worthy  it's  here. 
If  it's  worth  having  we  have  it. 
If  you  come  once  we  keep  you. 
If  you  want  to  save  try  these. 
It  will  please  you. 
If  it's  worth  having  we  have  it. 
Inspection  invited — comparison  challenged. 
Isn't  it  time  to  give  thought  to  your  winter 
shoes. 

Isn't  your  favorite  here? 

It  pays  us  if  it  pays  you. 

It  pleases  us  to  say  we  are  here  to  please. 

It  takes  nerve  to  sell  at  these  prices. 

Just  a  few  of  the  many. 
Just  a  few  real  bargains. 
Just  here — here  only. 

Knives  that  cut  at  cut  prices. 

Latest  styles  just  received. 

I^east  price — Lest  goods. 

Look  at  them  anyway. 

Look  everywhere — these  are  the  best  anywhere 

Made  on  honor — sold  on  merit. 

Made  to  sell  at  ten  cents — five  here. 

Make  yourself  at  home  here. 

Meant  to  save  and  sure  to  please. 

Mercury  up — prices  down. 

Money  back  for  faulty  fit  or  broken  promises. 

Mouthfuls  of  deliciousness. 

Neat  in  style,  elegant  in  workmanship. 

Newest  wrinkles. 

New  ideas  at  new  prices. 

No  headaches  in  these  hats. 

No  long  waits  here. 

None  better — how  could  there  be. 

No  shoddy  in  heel,  sole,  leather  or  lining. 

Not  bargain  clothes — bargain  prices. 

Note  the  quality. 

Noteworthy  novelties. 

Nothing  nicer,  nothing  newer,  at  next  to 
nothing  prices. 

Not  the  "everywhere"  kind. 

Now  is  the  best  time  to  buy. 

Now  you  get  the  pick — later  you  get  the 
remnants. 

One  for  you,  and  you'll  like  it. 
One  pair  makes  you  a  friend. 
Others  like  them,  so  will  you. 


Others  may  be  cheaper — none  can  be  better. 

Our  best  customers  like  these. 

Our  best  is  the  best. 

Our  prices  talk  all  languages. 

Out  of  the  best  we  chose  these. 

Out  of  the  ordinary  offerings. 

Pace-makers  in  style. 

Patterns  that  please. 

Perfect  in  all  points. 

Perfect  in  style,  comfort  and  fit. 

Plenty  of  style,  service  and  fit. 

Vices  are  at  lowest  ebb. 

'rices  go  to  pieces,  but  quality  remains  firm. 

'rices  that  help  you. 

'rices  that  make  it  an  object. 

'rofits  pared  from  all  prices. 
Pure,  sure,  sells,  satisfies. 

Quaint  and  cute. 

Quality  the  highest!     Prices  the  lowest. 

Quick  or  they'll  begone. 

Hare  because  of  style — exceptional  because  of 
price. 

Rare  values  if  you  want  them. 

Read  th<i  price  tags. 

Ready  made,  but  custom  goodness. 

Same  snap  and  style  as  high  priced  clothes. 
School  shoes — high  school  in  quality,  down  to 


kindergarten  in  ]>ii< •< •-. 
See  if  it  isn't  lien1. 


See  the  variety. 

Sensible  summer  suitings  superbly  tailored. 

Serviceable  and  seasonable. 

ShajM-s  that  satisfy. 

Simply  a  ixrfect  shoe. 

Size  them  up. 

Sleet-proof — snow-proof — rain-proof  coats. 

Some  garments  are  guesses — these  are  results. 

Some  new  projNtsitions  for  you  this  week. 

Spring  goods  "blossom"  this  week. 

Strong  shoes  for  sturdy  boys. 

Surprise  you — only  — c.  yard. 

Tailored  correctly  and  fit  perfectly. 
Take  it  and  leave  a  dime. 
Take  one  with  you — fifty  cents. 
Take  vour  pick  while  the  picking  is  good. 
The  last  of  the  lot. 
The  latest  creation. 

There  is  more  in  these  suits  than  material  and 
stitches. 

These  show  their  worth. 

The  standard  of  perfection. 

The  tip-top  of  style  for  half  a  dollar. 

They'll  come  handy. 

Things  worth  owning. 

Things  you  want. 

Thin  things  for  torrid  times. 

This  is  what  you  want. 

This  winsome  ware  reflects  refined  taste. 

This  year's  novelties.  \ 

Ties  which  please  correct  dressers. 

Truly  remarkable  values. 

Up  to  our  standard — down  to  your  price. 


OUTDOOR  ADVERTISING  125 

\  ailte.-  that  aie  revelations.  \Ve  want  your  approval. 

We  want  von  to  take  a  look. 

\\.-urcrcatly  for  fall.      Are  \niir  Where  can  yon  do  better? 

We're  reai I v  to  serve  you.  Why  not  buy  now. 

We're  waiting  to  wait  on  you.  Worth  counts  here. 
We  iKHiylit  tiie>e  for  you. 

We  ilo  this  for  yon.  You  ought  to  like  these. 

We  evel  as  \\  el]  as  undersell.  Your  chance  to  get  the  best. 

We  lit  the  hard  to  tit.  Your  fall  suit  is  here. 

We  have  all  the  novelties — without  the  fancy  ^  "ins  for  u  half, 

prices.  Yours  if  you  want  it. 

We've  pleaded  many — come  in.  You'll    be   well   dressed   if  we  furnish   the 

Well  worth  your  while.  clothes. 


CHAPTER  XXIV 

OUTDOOR   ADVERTISING 

TIIKKE  is  more  value  in  outdoor  advertising  than  most  merchants  think.  A  fence 
sign  may  seem  to  be  only  an  insignificant  thing,  hut  it  may  convince  some  fanner, 
as  he  is  on  his  way  to  town,  that  he  ought  to  try  the  advertiser's  wares.  The  sen- 
timent, briefly  expressed  in  three  of  four  words,  may  just  clinch  some  argument  that  he 
has  read  in  his  paper  about  the  store  and  the  goods.  It  may  even  prove  a  reminder  to 
him  of  sonic  article  that  he  would  have  forgotten,  and  the  advertiser  gets  all  the  benefit. 

Outdoor  advertising  consists  of  signs,  posters,  wagons,  street  cars,  and  any  other 
means  of  advertising  not  represented  by  newspaj>er  advertising,  and  its  various  branches 
of  printed  literature.  Direct  sales  may  often  result  from  the  use  of  outdoor  advertising, 
but  as  a  general  rule  outdoor  advertising  of  no  matter  what  nature  is  usually  more  gen- 
eral than  direct.  Outdoor  mediums  are  reminders  to  the  public  that  the  store  exists. 
In  proportion  to  the  number  of  times  the  people  are  reminded  of  the  existence  of  some 
particular  store,  and  the  impression  these  reminders  make  on  these  people  will  be  the 
measure  of  the  success  of  the  store. 

Under  the  head  of  signs  may  be  classed  those  painted  directly  on  fences,  barns,  sheds, 
and  other  places,  and  signboards  erected  in  permanent  locations,  mile  posts  and  signs  on 
store  fronts. 

Fence  signs  as  we  used  to  know  them  in  the  old  days  of  "Rising  Sun  Stove  Polish," 
"B.  B.  B.,"  and  "St.  Jacob's  Oil"  are  fast  disappearing.  The  old  board  fence  is  rapidly 
giving  place  to  wire  and  posts.  Fence  signs  in  the  old  days  were  broadsides,  covering 
sometimes  thirty  or  forty  feet  in  length,  and  but  five  or  six  inches  in  height.  Now  the 
fence  sign  is  made  of  metal  or  light  wood,  and  nailed  to  the  posts.  They  are  not  over 
large,  but  are  usually  much  more  attractive  than  the  old  ones  from  an  artistic  point  of 
view. 

Signs  painted  on  barns,  sheds,  and  other  buildings  are  generally  too  costly  for  the 
local  retailer  to  use  in  large  numbers.  He  usually  has  to  pay  not  only  for  painting  such 
signs,  but  for  painting  the  rest  of  the  building  as  well.  When  good  locations  can  be 
secured  they  can  be  used  in  moderation.  The  best  location  in  a  city  is  high  up  on  the 
exposed  wall  of  some  prominent  building,  situated  where  many  people  pass  daily  who 
may  read  it.  In  the  country,  a  cross-road,  where  a  barn  or  building  is  so  situated  that  a 
sign  on  it  may  be  read  from  the  several  roads,  is  ideal. 

There  is  one  thing  to  be  borne  in  mind  by  the  retailer  contemplating  the  use  of  these 
broadsides,  and  that  is  that  a  good  quality  of  paint  is  much  cheaper  and  more  lasting  than 
the  poorer  and  less  costly  materials.  The  first  cost  should  be  made  the  whole  cost  for 
many  years  to  come  by  the  use  of  the  best  materials  obtainable. 


126  HOW  TO  ADVERTISE  A  RETAIL  STORE 

There  are  a  number  of  firms  manufacturing  signs,  large  and  small,  out  of  solid  wood, 
and  light  metal  that  can  be  fastened  upon  barns  or  buildings,  as  well  as  on  fence  posts  or 
posts  erected  expressly  for  them.  These  signs  are  very  often  much  less  expensive  than 
those  produced  by  local  sign  painters,  so  they  should  not  be  overlooked  in  preparing 
estimates  of  costs. 

Whenever  possible,  the  signs  should  be  put  up,  so  that  they  can  be  read  from  either 
side  of  the  road,  and  from  either  approach.  When  this  cannot  be  done,  they  should  so 
face  that  the  people  going  into  the  city  will  see  and  be  compelled  to  read  them.  Signs 
are  of  little  value  when  read  by  people  who  have  completed  their  purchasing,  and  are  on 
their  way  home.  Another  good  reason  for  so  placing  them  is  that  in  going  to  the  city 
the  farmer  usually  travels  in  daylight,  while  in  returning  home  it  is  often  after  sunset 
when  signs  cannot  be  read  at  all. 

Some  very  good  character  signs  are  produced  in  iron  and  tin.  These  are  made  so 
that  they  can  be  fastened  on  buildings  or  on  posts.  Animals  are  often  represented,  the 
elephant  being  a  favorite.  A  man  or  a  woman  in  traveling  costume  carrying  a  huge 
valise  is  often  seen  in  the  fields  of  the  farmers.  They  move  not.  They  have  hearts  of 
iron  and  wood,  but  they  inspire  thought  in  the  minds  of  the  ruralite.  The  thought  is 
usually  of  the  advertiser. 

Others  represent  the  human  being  in  many  postures,  and  reveals  them  in  many 
familiar  occupations.  One  seen  all  over  the  country  to-day  is  a  boy  climbing  up  the  side 
of  a  building,  advertising  a  "lye." 

A  sign  recently  seen  represented  a  street  car  filled  with  passengers.  The  imitation 
was  very  realistic,  being  done  on  woods  in  oils.  The  colors  used  were  natural,  and  the 
sight  was  attractive  enough  to  stop  many  a  rig  for  several  minutes  at  a  time,  so  that  the 
occupants  could  get  an  undisturbed  view  of  the  "trolley  off  the  track,"  as  it  was  soon 
named  by  some  wag.  That  sign  paid  for  itself  many  times  over  in  the  publicity  gained 
for  the  store  that  put  it  out. 

The  wind  is  the  only  element  that  is  likely  to  play  havoc  with  these  signs,  but  if  prop- 
erly put  out  by  a  mechanic  that  knows  hi>  l>u>inc>s  they  can  be  maintained  for  years  at 
practically  no  expense  after  the  first  cost. 

Mile  posts  are  another  source  of  publicity.  These  little  boards,  when  properly  placed 
are  appreciated  by  the  men  and  women  who  have  to  travel  along  that  road.  These  can 
now  be  had  from  regular  stock  in  some  of  the  sign  factories.  Pictorial  ones  are  the  latest. 

It  is,  of  course,  useless  to  go  to  the  expense  of  putting  out  mile  posts  where  there  are 
others  already  located.  They  should  always  be  located  accurately.  A  bicycle  and  a 
cyclometer  will  give  all  the  measurements  required.  These  mile  posts  should  be  looked 
after  every  year,  the  spring  being  the  proper  time,  and  repaired,  those  past  repair  being 
replaced  by  others. 

The  wording  on  signs  must  be  brief.  Large  letters  and  few  words  should  be  the 
watchword.  An  apt  phrase  well  turned  is  good,  but  a  variety  of  such  phrases  is  better. 
The  same  phrase  reiterated  on  each  sign  may  get  on  some  people's  nerves. 

Another  kind  of  sign  that  has  appeared  recently  in  some  of  our  larger  cities  in  large 
numbers  is  the  electric  sign.  These  are  manufactured  by  firms  devoting  a  considerable 
portion  of  their  establishments  to  them.  That  this  means  of  publicity  is  good  cannot  be 
gainsaid,  but  the  expense  of  operating  them  can  only  be  borne  by  the  larger  stores.  A 
consultation  of  the  advertising  pages  of  any  good  advertising  magazine  will  acquaint  any 
merchant  desirous  of  further  light  on  this  style  of  advertising  with  their  possibilities  and 
the  probable  cost  of  the  signs  and  their  maintenance. 

Billboard  advertising  is  another  class  of  publicity  of  which  the  retailer  must  be  war}-. 
The  appropriation  of  the  retailer  using  billboards  must  be  large  enough  to  cover  cost  of 
colored  lithographs.  Plain  reading  matter  may  be  good,  but  a  picture  in  color  is  better.  N 
It  will  catch  the  eye  much  more  quickly,  and  when  caught  retain  the  attention  longer. 
Stock  lithographs  can  be  purchased  at  very  reasonable  prices  to-day,  so  that  even  the 
smallest  advertisers  may  use  them  to  some  extent. 

"Brevity  is  the  soul  of  wit,"  but  it  is  the  body  and  soul  of  billboard  or  poster  adver- 


ADVERTISING  AT  COUNTRY  FAIRS  127 

A  few  words  must  be  made  to  tell  the  whole  story,  and  those  words  should  be 
the  smallest  possible  that  will  express  tin-  desired  meaning.  The  story  told,  if  incom- 
plete, is  of  little  value.  It  must  be  plain,  and  easily  comprehended,  and  not  hidden  or 
only  half  expressed. 

Striking  colors  arc  necessary  to  successful  billboard  advertising,  although  a  strong 
sketchy  black  and  white  poster  is  very  effective.  When  it  is  surrounded  by  glaring 
colors  the  contrast  causes  it  to  stand  out  better  than  colors  in  the  same  position  would. 
It  is  the  contrast  that  counts  in  that  case. 

The  retailer  using  posters  should  have  them  put  out  by  the  regular  billposter.  It  is 
useless  to  try  billboard  advertising  if  there  are  no  regularly  attended  billboards  to  put 
them  on.  A  few  stuck  up  on  alley  fences,  and  in  some  inconspicuous  place,  is  of  little 
value.  Prominence  is  the  whole  thing,  and  position  is  absolutely  necessary. 

More  delivery  wagons  arc  being  \ised  each  year  in  all  classes  of  business.  The  grocer 
formerly  had  a  monopoly  of  the  delivery  business,  but  latterly  every  branch  of  the  retail 
business  has  become  represented.  The  reason  for  this  is  not  because  people  object  to 
carry  parcels,  but  that  they  have  too  many  parcels  to  carry'.  They  purchase  more  freely, 
and  when  their  purchases  are  collected  it  becomes  a  burden  to  them  to  carry  them  home. 
The  costumes  of  women  now  require  both  hands  to  manage.  The  natural  remedy  is  the 
delivery  system.  This  in  itself  is  advertising  or  has  advertising  value. 

There  should  be  some  advertising  on  every  delivery  wagon.  The  firm  name  alone  is 
not  sufficient  to  constitute  advertising.  Some  phrase,  describing  the  goods  sold  or  the 
policy  of  the  store,  should  be  used. 

Street  car  advertising  has  in  the  past  few  years  been  so  generously  spread  through  the 
country  by  the  rapid  development  of  the  electric  lines  that  it  has  come  to  be  considered 
one  of  the  standard  means  for  gaining  publicity.  The  retailer,  however,  is  almost  barred 
from  this  means  of  publicity  by  the  excessive  cost  of  the  service.  The  larger  retailer 
can  afford  to  use  street  cars  for  advertising  purposes,  but  the  smaller  firms  must  be  content 
to  profit  by  the  advertising  done  in  this  way,  for  him,  by  the  general  advertiser. 

Street-car  advertising  is  still  so  young,  comparatively,  that  a  great  many  of  its  real 
opportunities  have  been  overlooked  through  seeming  lack  of  study.  It  is  hard  to  tell 
just  what  does  constitute  a  good  street  car  advertisement.  A  sentence  in  plain  type  on 
white  cards  is  easily  read  and  the  sentence  if  meritorious  may  be  remembered.  But 
alongside  of  it  appears  a  card  bearing  a  very  catchy  design  in  colors  and  this  perhaps 
attracts  more  attention.  The  message  on  that  card  may  be  read  and  remembered  or  the 
design  alone  may  remain  fixed  in  the  mind.  In  either  case  the  advertising  is  accomplished, 
provided  the  design  or  the  sentence  reminds  the  reader  of  the  article  advertised. 

The  retailer  with  a  limited  appropriation  may  safely  allow  most  forms  of  outdoor 
advertising  to  take  care  of  themselves.  If  he  uses  up  his  appropriation  judiciously  in  the 
newspapers  and  its  supplementary  aids  he  is  likely  to  get  better  results  than  by  spreading 
it  on  dead  walls  and  billboards  or  by  placing  it  in  street  cars. 


CHAPTER  XXV 

ADVERTISING  AT  COUNTRY  FAIRS 

SOME  merchants  are  of  the  opinion  that  the  country  fair  is  more  of  a  drain  on  their 
finances  than  a  benefit.     Unless  proper  methods  of  advertising  are  used  this  is 
more  than  likely  to  be  the  case.     They  will  have  a  chance  to  contribute  toward 
its  success  in  the  shape  of  money  and  merchandise  donations,  for  a  country  fair  is  no 
fair  at  all  without  prizes.     As  a  usual  rule  they  are  not  great  financial  successes  and  the 
management  have  to  depend  almost  entirely  upon  the  assistance  given  by  the  merchants 


128  HOW  TO  ADVERTISE  A  RETAIL  STORE 

in  the  shape  of  prizes.  In  some  lines  of  business  the  prize  itself  may  be  made  to  yield  a 
certain  amount  of  advertising  for  the  store.  The  grocer  may  donate  ten  pounds  of  .some 
special  blend  of  tea  that  he  has  put  up  under  his  own  special  name.  This  ten  pounds  of 
tea  may  be  divided  into  two  or  three  prizes,  and  being  mentioned  under  separate  heads 
is  good  advertising  of  the  tea,  especially  so  when  the  name  of  the  donor  is  printed  in  the 
prize  list. 

Other  trades  may  take  advantage  of  this  by  always  donating  a  special  article  only  to 
be  obtained  at  their  stores.  Not  only  at  country  fairs  but  at  picnics  and  excursions  this 
special  brand  should  be  exploited.  By  always  making  a  donation  of  the  same  brand  or 
article  the  merchant  obtains  more  publicity  for  his  store  than  by  giving  something  different* 
every  time  he  makes  a  donation. 

But  this  is  a  minor  part  of  the  advertising  to  be  obtained  through  the  medium  of  the 
country  fair.  The  exhibit  of  his  wares  should  be  the  chief  means  of  advertising  his  store. 
In  this  exhibit  lies  the  failure  of  many  merchants  to  realize  benefits  commensurate  with 
the  amount  of  time  and  money  expended.  The  majority,  the  vast  majority,  of  those 
who  attend  the  country  fair  for  the  purpose  of  seeing  everything  there  is  to  see  are  fanners. 
This  being  a  settled  fact  a  general  exhibit  of  the  merchant's  wares  is  of  little  value.  Hut 
let  him  exbihit  goods  used  by  fanners  and  he  will  notice  a  difference  in  the  amount  of 
attention  his  exhibit  obtains. 

The  shoe  merchant  may  place  a  glass  case  of  fine  footwear  on  exhibition.  The  case 
may  contain  the  finest  specimens  he  can  obtain,  but  it  attracts  but  little  attention.  Let 
him  exhibit  plow  shoes,  rubber  footwear,  and  the  sturdier  shoes  for  women,  and  by  tin- 
aid  of  a  few  appropriate  signs  his  exhibit  will  become  the  center  of  attraction. 

Tinsel  and  cheese  cloth  may  make  an  artistic  booth,  but  a  good  common  sense  use  of 
his  space  would  prove  more  beneficial  to  the  exhibitor.  The  space  may  be  fitted  ii|>  as 
a  sort  of  resting  place  where  weary  sightseers  may  seat  themselves  and  cool  their  ardor. 

Cold  water  may  be  served  by  an  attendant,  who  should  always  1 n  hand  to  distribute 

literature  advertising  the  goods  the  firm  sells.  A  salesman  from  the  store  could  be  util- 
ized here.  The  salesman  who  has  the  widest  acquaintance  among  the  farmers  should 
be  chosen,  no  matter  what  other  salesmen's  qualifications  may  be.  He  is  the  one  to 
obtain  the  friendship  of  those  he  knows  and  of  those  whom  he  becomes  acquainted  with 
by  little  acts  of  consideration  and  kindness  displayed  at  his  booth. 

The  firm  who  wishes  to  go  more  extensively  into  this  feature  of  advertising  can  hire 
a  professional  magician,  or  a  comic  song  and  dance  artist  for  the  purpose  of  drawing 
attention  toward  his  exhibit.  When  this  is  done  a  good  talker  should  be  placed  in  charge 
of  the  exhibit,  one  who  understands  the  wares  being  shown  and  one  who  can  explain 
the  superior  points  of  them  over  others  of  similar  makers. 

Even  a  phonograph  can  be  made  to  serve  as  an  attraction.  An  instrument  of  good 
clear  tone  may  be  rented  and  a  large  variety  of  songs,  comic  and  serious,  as  well  as  mono- 
logue sketches  and  instrumental  selections  can  be  rendered  during  the  time  the  fair  is 
most  crowded  by  sightseers. 

A  large  register  could  be  used  for  the  purpose  of  obtaining  a  good  mailing  list.  A 
souvenir  may  be  promised  all  who  would  register  their  names  and  addresses,  or  it  may 
be  distributed  then  and  there.  Accompanying  the  souvenir  should  be  a  carefully  selected 
lot  of  literature. 

Even  a  guessing  contest  of  some  kind  could  be  instituted  to  create  enthusiasm  among 
the  visitors  to  the  exhibit.  No  matter  what  the  means  used,  so  long  as  it  has  some  unique 
or  original  feature  it  is  bound  to  prove  a  success. 

The  fair  grounds  are  usually  some  distance  from  the  business  portion  of  the  towns 
and  cities  where  they  are  held.  A  telephone  could  be  placed  there  for  the  convenience 
of  the  public.  A  place  can  be  provided  where  parcels  may  be  checked  free  of  charge; 
this  would  prove  a  boon  to  many.  A  bulletin  board  might  be  displayed  bearing  the  latest 
news  of  the  day  and  especially  any  news  of  the  fair.  This  would  also  be  greatly  appre- 
ciated. 

The  merchant  who  desires  to  make  the  most  of  country  fair  advertising  should  visit 


OPENING  A  NEW  STORE  129 

the  fair  regularly  himself.  Ify  keeping  his  eyes  open  he  will  see  many  little  schemes  that 
could  be  utilized  to  advantage. 

A  little  scheme  used  by  one  merchant  was  to  have  a  number  of  red,  white  and  blue 
cards  printed  similar  to  the  cards  used  by  the  judges  for  marking  prize  winning  exhibits. 
One  of  these  would  have  printed  in  large  type  "FiusT  PIUZK,"  the  others  "SECOND 
PHI/.K,"  and  "TutKD  PIUZK"  respectively.  Melow  these  legends,  in  smaller  type,  the  store 
being  advertised  was  said  to  have  received  the  prize  for  variety  of  goods  on  display. 
The  verdict,  it  was  said,  was  given  by  the  |>eople.  These  cards  were  hung  upon  bug- 
gies, wagons,  live  stock,  and  in  fact  sometimes  on  individuals  of  the  human  species. 

There  was  considerable  fun  made  out  of  the  affair  and  the  store  came  in  for  a  good 
share  of  advertising. 

1'icture  cards,  puzzle  cards,  novelties  of  all  kinds,  samples,  etc.,  can  all  be  profitably 
utilized  at  times  by  judicious  distribution  at  the  country  fair. 

The  merchants  situated  in  the  towns  and  cities  in  which  these  fairs  are  held  has  addi- 
.tional  chances  for  obtaining  benefits  from  the  country  fair.  Their  stores  can  be  made 
the  center  of  attraction  by  a  number  of  different  methods. 

Very  often,  too,  there  is  a  parade  throughout  the  town  in  which  the  merchants  display 
their  wares  by  means  of  floats.  These  parades  should  never  be  thought  merely  a  source 
of  annoyance  and  expense,  as  they  very  often  are.  This  parade  is  as  necessary  to  the 
success  of  the  fair,  in  some  localities,  as  the  circus  parade *is  to  the  circus.  Time  and 
money  can  very  well  be  spent  to  advantage  in  this  way.  A  novel  idea  brings  forth  more 
free  and  spontaneous  newspaper  publicity  than  anything  else. 

The  country  fair  brings  about  a  season  of  gayety  that  the  merchants  should  imitate. 
A  smile  and  a  hand-shake  should  be  forthcoming  at  all  times.  Friendliness  is  often  one 
of  the  most  potent  advertising  agents. 

At  a  recent  Pennsylvania  country  fair  a  novel  mode  of  advertising  was  employed  by 
a  number  of  business  houses.  "Bomb-shells,"  made  of  tough  papier  mache,  were  filled 
with  advertising  matter  and  then  fired  high  in  the  air  from  a  mortar.  At  the  height  of 
several  hundred  feet  the  shells  exploded,  scattering  the  enclosed  circulars,  cards,  etc., 
"to  the  four  winds."  The  concerns  interested  offered  certain  prizes,  reductions,  and 
other  inducements  for  the  recovery  and  presentation  of  the  circulars.  In  some  cases 
there  were  perhaps  ten  prize  slips  in  a  hundred;  in  others,  all  the  slips  were  redeemable. 
The  ascent  of  the  bombs  was  watched  by  eager  multitudes,  and  there  was  much  scram- 
bling for  the  falling  literature. 

Window  displays  should  play  an  important  part  in  the  advertising  during  fair  week. 
Every  means  at  hand  should  be  used  to  make  them  attractive.  They  should  be  bril- 
liantly lighted  up  at  night.  Frequent  changes  during  the  week  might  prove  advantageous 
also. 


CHAPTER  XXVI 

OPENING  A  NEW  STORE 

PERHAPS  the  most  difficult  problem  in  advertising  is  that  which  confronts  the 
new  man  advertising  a  new  store  in  a  new  location.     The  problem  is  difficult, 
not  because  the  advertising  of  "openings"  is  difficult,  but  because  he  has  a  new 
constituency  to  cater  to  and  he  may  not  be  just  sure  what  keynote  to  strike.     He  might 
enter  upon  a  forcible  campaign  emphasizing  prices  when  he  should  have  held  up  values 
most  emphatically.     He  might  dilate  upon  his  improved  facilities  for  procuring  the  newest 
and  latest  styles  and  fashions  when  he  should  have  emphasized  prices. 

As  a  usual  thing  a  merchant  opening  up  a  new  store  in  a  new  town  has  his  hands  full 
attending  to  fitting  up  the  store,  receiving  new  goods,  etc.,  but  he  should  not  neglect  every 


130  HOW  TO  ADVERTISE  A  RETAIL  STORE 

opportunity  to  become  better  acquainted  with  the  usual  trend  of  the  advertising  done  by 
his  competitors  to  be.  He  should  watch  their  advertisements  closely  so  as  to  sec  just 
what  policy  each  store  seems  to  be  pursuing.  Should  the  majority  be  harping  on  low 
prices  he  may  make  sure  that  the  people  are  being  attracted  by  just  that  kind  of  adver- 
tising. But  on  that  account  alone  he  should  not  blindly  follow  in  their  footstep-..  It 
might  be  better  policy  to  start  out  as  a  "quality  store."  Still  an  examination  covering 
several  months  of  the  advertising  done  in  a  town  or  city  will  show  the  general  tendency 
of  the  people's  desires.  From  this  knowledge,  to  which  he  may  add  from  personal  inter- 
views with  other  business  and  professional  men,  he  mu-t  settle  upon  a  store  policy.  It 
would  be  folly  for  him  to  make  up  his  mind  that  he  was  goii:g  to  run  his  store  along  cer- 
tain lines  before  finding  out  the  practicability  of  such  a  policy  in  that  place.  Even  his 
purchases  should  be  governed  to  a  large  extent  upon  the  policy,  even  though  he  decide 
to  carry  a  large  range  of  merchandise  covering  all  classes,  low.  medium  and  high  grade. 
Some  weeks  before  his  opening  he  should  set  out  to  obtain  a  good  mailing  list  con- 
sisting of  heads  of  families.  A  good  directorv  will  usuallv  supply  this.  To  those  on  this 
list  it  would  be  policy  to  send  a  printed  invitation  to  visit  hi.-  -tore  on  opening  day.  '1  his 
invitation  should  be  printed  on  a  good  quality  of  bond  paper  and  be  printed  on  one  page 
of  a  folded  note  size,  similar  in  .all  respects  to  a  wedding  invitation.  It  might  read  as 
follows: 

ROBERT  JONES   &  COMPANY 

request   the   pleasure   of  your  presence   at   the 

formal   opening  of  their 

New  Store 
Nineteen  Broad  Street 

Thursday 

March  Twenty-first. 

Nineteen  hundred  and  seven. 

Clothing.  Shoes.  Furnishings. 

These  should  be  mailed  about  a  week  previous  to  the  opening  dav. 

Three  days  before  the  opening  a  small  advertisement  should  be  inserted  in  the  new- 
papers  stating  that  the  store  would  be  opened  on  a  certain  date  and  that  on  \\edne-day 
(the  day  before  the  opening)  a  complete  announcement  would  be  publi.-hed. 

This  announcement  should  be  complete  in  every  respect.  It  should  give  the  store 
policy  in  no  uncertain  note.  If  it  is  intended  to  sell  good-  at  very  close  margins  so  that 
the  store  would  be  known  as  a  cheap  store  this  fact  should  be  set  forth.  If  it  is  to  be  a 
quality  store  that  point  should  be  forcibly  stated.  If  it  is  to  be  a  combination  of  the 
two  that  should  be  emphasized. 

This  opening  announcement  should  be  of  considerable  size.  A  page  is  none  too 
large  a  space  to  use  in  the  lesser  towns  or  even  in  the  larger  cities  where  space  runs  into 
money  quickly.  This  announcement  should  give  all  the  particulars  that  is  necessary  to 
give  the  public  an  idea  of  what  the  store  is  going  to  be  and  of  what  it  is  going  to  do. 

We  reproduce  the  opening  announcement  of  the  Espenhain  Dry  Goods  Co.,  Mil- 
waukee, which  is  a  splendid  example  of  what  such  an  advertisement  should  be.  It  is 
not  necessary  to  quote  prices— that  should  be  left  for  the  advertisement  to  appear  on  the 
day  following  the  opening.  The  things  to  be  featured  should  be  more  in  the  nature  of 
the  entertainment  to  be  given  at  the  opening  than  specific  items,  prices  or  values.  The 
Espenhain  advertisement  sets  forth  the  important  items  in  a  pleasing  manner.  The 
illustrations  are  attractive,  the  headlines  announce  the  purpose  of  the  advertisement, 
and  the  introductory  lines  interest  one  enough  so  that  he  is  apt  to  read  further.  The 
panels  on  either  side  announcing  that  souvenirs  will  be  given  and  that  good  musicians 
will  be  present  stand  out  from  the  rest  of  the  advertisement  on  account  of  the  judicious 
use  of  white  space.  The  invitation  in  the  center  is  intelligently  worded.  The  "Luxy- 


OI'KMNC;    A   NEW   STORE 


131 


rious  Re>t  Room"  and  tin-  "Dainty  Room  of  France,"  are  features  that  would  be  quite 
apt  to  persuade  any  woman  to  make  a  \isit  to  the  store,  knowing  tliat  she  would  have  a 
comfortable  place  to  iv-l  ;m<l  Miniethin<,r  interesting  to  oliser\e  while  she  was  resting. 

It  will  lie  seen  from  this  example  that  the  opening  announcement  should  differ  mate- 
rially from  the  regular  advertising  of  the  store.  It  should  he  somewhat  more  formal, 
somewhat  more  chaste  and  altogether  overlook  the  question  of  profits. 

The  Keith-O'Brien  Co.,  Salt  Lake  City,  announcement  is  even  much  more  formal 
than  that  of  the  K>penhain  Dry  (.oods  Co.  It  is  decorative  in  design  and  gives  one  an 
impression  that  a  store  making  such  a  characteristic  announcement  must  be  a  good  store 
to  trade  at. 

The  interior  of  the  store  >hould  l>e  made  as  attractive  as  possible.  There  should  be 
as  many  flowering  plants,  palms,  cut  flowers  and  set  pieces  as  there  is  room  for.  No 
legitimate  expen>e  should  l>e  spared  to  make  the  visit  of  the  public  one  to  be  remem- 


Doors  ol  the  New  Store 
Swing  Open 


lll-WAUKEE  and  the  Great  Northwest  are  cordially  and  earnestly  in- 
vited  to  attend  the  opening  program  at  our  magnificent  new  establish- 
ment tomorrow     The  new  store,  as  turned  over  to  us  by  the  contractors,  is 
a  model  retail  emporium,  equal  in  every  respect  to  the  finest  in  the  land. 

An  Array  of  New  Features  Worthy  oi  Aladdin's  Lamp 

|j|r  WOULD  seem  that  nothing  less  than  the  power  of  the  genii  could  produce  this  wonderful  array  of  the 
jji  new  and  the  beautiful.  There's  a  wealth  of  luxurious  comfort-giving  appliances  in  every  nook  and  corner 
oTthis  great' building.  All  the  leading  department  stores  of  the  cast  and  middle  west  contributed  their  share  of 
new  ideas,  new  methods,  and  improved  service  plans.  No  line  of  investigation  was  overlooked  Everything  that 
could  be  found,  or  that  money  could  buy.  was  procured  for  this  great  new  Milwaukee  retail  center. 


lb  (A 

Hi  A 'Souvenir  y 
I]    For  You 
I  A 


BEAUTIFUL 


Your  Presence  Requested  at  9  O'clock 

JOME   EARLY—  before  the  crowds  throng  the  aisles  and 
1     passage  ways.     You'll  find  this  a  most  excellent  time  to 
enjoy  the  music  and  view  the  new  store  at  your  leisure. 


E  DeBona  Quia- 
tette  iod  the  Or- 
pbeon  Ladies  Orchestra 
will  reader  a  select  pro- 
Irani. 


OP  every  hand.    HUrveb  ol  lime 


rally  hi  constrodlon  aid  appliance  are  mealed  with  ever)  glance. 
New  Mice  It  tim\muA  sttn  fcbttry  tot  so  May  vjrtH 
mt  *tq**tt  »UM  *  etmalcil  •erdurtislan  been  available. 


YSTEM  is  the  watchword  everywhere.     System  that  tends  to  quick  and  ac- 
curate service— perfect  and  easy  selection — selling  on  closest  margin.     And 
ire  all  embodied  in  the  construction  of  this  great  mercantile  establishment. 


Luxurious  Rest  Room 


132 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


bered  and  talked  about.  Attractive  goods  should  be  on  display  everywhere.  These 
should  be  representations  of  the  stocks  to  be  handled  by  the  store. 

Music  should  be  provided  and  an  attractive  programme  rendered.  Ices  may  be 
served  or  not,  as  is  decided.  As  a  usual  thing  it  is  not  advisable  to  cater  to  the  inner  man 
except  there  is  a  restaurant  or  bakery  or  some  such  department  as  a  part  of  the  store. 

Souvenirs  should  be  freely  handed  to  the  visitors.  It  is  desirable  that  there  should 
be  four  different  classes  of  souvenirs  for  a  store  catering  to  the  four  classes- — men,  women, 
boys  and  girls.  The  souvenirs  suitable  for  giving  to  women  would  be  of  practically  little 
use  for  men  and  would  not  be  appreciated.  The  boys  and  girls  should  not  be  overlooked 


KI    H-OBIOGON 


The  honor  ofy  ou  r  pres  '" 
ence  is  reopested  ed  1Ke 
FormeJ  Opening  of  tl\g> 
new  Modem  vStoreof 
KEITH  -  O'BRIEN  CO. 
Monday  afternoon  aa\d 
Tuesd^  Maj-ch  23&2^ 


FURMSHINGS 
FOR  W0ME.V 
MILL1NE 

UPHOLSTERY,  RUG 
AKTGOOD&SUIl 


01  MINING  A   NEW   STORE 


133 


if  children*!  goods  arc  to  he  handled.  As  a  usual  thing  the  opening  is  intended  to  impress 
the  parents.  The  stoiv  should  begin  at  once  to  make  friends  of  the  little  folks.  They 
Jiave  lots  of  power  when  it  conies  to  purchases  for  their  own  wear  and  use. 

The  windows,  which  of  course  have  been  covered  up  since  the  taking  of  the  store 
with  an  announcement  of  the  kind  of  store  it  was  to  be  and  giving  the  name  of  the  new 
store,  should  lie  handsomely  trimmed.  As  in  the  interior  so  in  the  window  no  expense 
should  lie  spared  to  make  them  attractive.  The  wares  to  be  sold  should  be  carefully 
displayed  >o  ;i>  to  show  up  their  best  and  most  pleasing  points. 

Besides  the  souvenirs  to  lie  given  away  to  the  visitors  small  booklets  should  be  handed 
out.  Theae  booklets  should  not  attempt  to  catalogue  and  list  price  the  stock.  They  should 
be  more  in  the  nature  of  a  simple  request  for  patronage,  telling  how  the  store  hoped  to 
deserve  it  by  untiring  energy  in  obtaining  the  newest  modes  and  styles  and  how  careful 

Watch  the  Cat  Watch  the  Cat  Watch  the  Cat  The  Cat 

In  the  Bag  Every  Day  Io  the  Bag  Every  Day  In  the  Bag  Every  Day  is  OUT  o/ THE  BAG 

Crown  Tailor- 
ing  Company 

OF  TORONTO 
Have  opened  a  store 
at  342  Portage  Ave. 
Full  line  of  Suitings, 
Ralncoatings,  Trou- 
serings. Fancy  Vest- 
ings.  SUITS  MADE 
TO  ORDER  $15.  $2O 
and  $25.  Perfect  fit, 
•Style  and  finish  is 
guaranteed  *  •+  •& 


NO  1. 


NO  2. 


NO  3. 


NO  4. 


134  HOW  TO  ADVERTISE  A  RETAIL  STORE 

the  service  of  the  store  would  be  to  make  trading  there  not  only  profitable  but  pleasant. 
To  this  might  be  added  a  list  of  departments  or  a  list  of  classes  of  goods  to  be  handled. 

This  is  the  apparent  advertising  of  the  store,  but  it  is  only  part  of  it.  At  the  first  oppor- 
tunity reading  notices  should  be  placed  in  the  newspapers.  A  mere  formal  announce- 
ment that  John  Smith  would  open  up  a  shoe  store  in  R.  Gluns'  old  stand  should  not 
suffice.  If  left  to  the  newspapers  that  is  about  all  that  would  appear.  Instead  of  that 
the  proprietor  should  have  a  good  newspaper  half-tone  cut  made  from  his  photograph. 
He  should  take  this  to  the  newspaper  with  a  half  column  account  of  the  enterprise  to  be 
opened  which  should  also  contain  a  brief  biographical  sketch  of  the  new  proprietor. 
This  should  be  paid  for  at  regular  rates.  From  this  time  on  there  should  be  an  unin- 
terrupted story  of  the  new  store's  progress  given  to  the  public  through  the  news  columns 
of  the  press.  Every  new  and  novel  invention  that  is  to  be  used  and  every  innovation  that 
is  installed  for  the  purpose  of  serving  the  public  quicker,  easier,  or  more  pleasantly  should 
be  chronicled.  When  new  goods  arrive  they  should  be  announced,  and  so  on  right  up 
to  the  more  formal  announcement  of  the  formal  opening.  • 

It  is  often  a  question  whether  it  is  desirable  or  not  to  oH'cr  goods  for  sale  at  a  formal 
opening.  In  nine  cases  out  of  ten  it  will  prove  better  to  offer  no  goods  for  sale  whatever. 
Have  the  people  come,  inspect  the  store,  the  stock  and  its  conveniences.  Have  a  pleasant 
word  with  each,  either  personally  or  through  the  sales  force,  and  bid  them  come  again. 

The  Crown  Tailoring  Company,  Toronto,  used  a  unique  and  novel  method  of  announc- 
ing their  opening.  Cut  No.  1  shows  the  announcement  as  it  appeared  in  every  Toronto 
paper  on  the  second  day,  there  having  been  one  on  the  preceding  day  that  showed  the 
cat  at  the  bottom  of  the  bag.  The  announcement  "Watch  the  cat  in  the  Bag  Every 
Day"  was  hardly  necessary  after  the  first  day,  for  people  noticing  the  different  position 
of  our  feline  friend  on  each  succeeding  day  eagerly  looked  forward  to  a  solution  of  the 
mystery.  It  came  with  the  final  announcement  that  The  Crown  Tailoring  Company. 
of  Toronto,  had  opened  up  a  new  store.  This  while  clever,  and  no  doubt  very  effective 
at  the  time,  is  of  questionable  value.  Blind  advertising  is  either  very  successful  or  it  is 
just  the  opposite — more  often  the  opposite. 

The  Rexall  Remedy  Company  some  few  years  ago  used  a  similar  style  of  advertising 
to  advertise  their  new  remedies.  The  scheme  began  with  a  female  in  soldier  cost  nine 
being  used.  She  carried  a  banner  which  she  had  apparently  planted  in  front  of  her.  It 
contained  the  oue  letter  "R."  The  following  day's  advertisement  showed  another 
soldier  girl  who  had  brought  up  another  banner  containing  another  letter — it  was  "E." 
This  continued  for  days  until  the  Rexall  Remedy  being  exploited  was  spelled  out  in  full 
and  there  was  a  line  of  (lashing  young  soldier  girls.  These  announcements  were  success- 
ful in  most  cities  in  which  they  were  printed. 

Such  advertising  not  only  costs  considerable  money  but  is  a  risky  proposition  to  handle. 
If  the  advertisements  take  the  popular  fancy  they  are  successful,  if  the  public  does  not 
take  to  it  it  is  money  wasted.  That  is  all  there  is  to  it.  It  is  something  like  the  popular 
song  question.  Some  one  sings  a  song  at  some  theater  or  music  hall  and  it  immediately 
becomes  popular.  Who  can  tell  what  made  it  so?  It  is  very  often  not  on  account  of 
its  merits.  It  might  even  obtain  its  popularity  from  a  wink  of  the  eye  of  the  pretty  sou- 
brette  who  sings  it.  And  so  a  popular  song  is  born. 

Blind  advertising  is  merely  an  experiment,  and  experiments  are  costly. 


SPRING  AND  FALL  OPENINGS  135 

CHAPTER  XXVII 

SPRING  AND  FALL  OPENINGS 

WHEN  the  spring  season  opens  out  the  merchant  should  have  his  plans  for  the 
season  all  laid  out.     In  fact,  certain  parts  of  his  advertising  literature,  such 
as  catalogues,  booklets,  leaflets,  package  inserts,  etc.,  should  he  all  stored  away 
ready  for  the  time  when  they  are  to  he  used.     He  should  also  have  a  general  idea  of  just 
what  lines  he  will  advertise,  how  long  he  will  advertise  them,  and  how  much  space  he  will 
give  to  advertising  them. 

The  merchant  who  is  really  ready  with  his  advertising  campaign  when  spring  arrives 
is  to  he  congratulated.  Very  few  ever  are. 

The  preparation  of  the  spring  advertising  plans  should  begin  when  the  merchant  buys 
his  first  bill  of  goods  for  spring.  It  should  continue  throughout  the  rest  of  the  buying 
•.CMMIII.  Sometimes  the  traveler  makes  a  suggestion,  sometimes  the  samples  suggest 
some  line  of  advertising,  and  often  in  reading  his  trade  papers  ideas  present  themselves 
that  are  stowed  away  in  his  memory  for  future  use.  A  better  plan,  however,  is  to  use  an 
"idea"  book,  and  place  these  ideas  under  one  heading,  i.  e.,  Spring  Advertising. 

Manufacturers  and  wholesalers  often  supply  printed  booklets,  window  cards,  etc., 
copies  of  which  are  usually  shown  with  the  samples.  The  merchant  must  make  arrange- 
ments for  receiving  the  necessary  quantity  and 
have  a  place  for  each  piece  of  such  literature 
in  his  plans. 

Then  there's  the  question  of  cuts.  Many 
of  these  are  provided  by  the  manufacturer, 
and  proofs  of  these  must  be  preserved  and 
advertisements  woven  around  them  for  use  at 
the  proper  time. 

During  the  holiday  rush  and  the  period  of 
clearance  sales  that  immediately  follows,  the 
merchant  may  lay  aside  his  spring  thoughts. 
He  requires  all  his  energies  concentrated  on 

,        . 

the  present  business.  But  as  soon  as  the 
clearance  sales  are  over  he  must  once  more 
get  into  the  spring  harness.  The  new  lines 
are  being  shipped,  received,  reviewed,  priced, 
marked  and  stored. 

New  suggestions  for  advertising  crop  up 
and  the  plans  begin  to  mature.  Booklets 
and  leaflets  are«prepared  and  sent  to  the  printer.  Cuts  that  are  necessary  are  ordered. 
Envelopes  are  addressed  if  the  store  possesses  a  mailing  list.  Often  the  mailing  list  is 
selected  from  the  latest  directory  or  tax  list. 

But  that  is  only  a  part  of  the  general  plan.  Some  of  the  fixtures  in  use  have  to  be 
altered.  New  furniture  has  to  be  ordered.  New  rugs,  carpets,  cases;  perhaps  new  win- 
dow fixtures  and  stands  are  required.  These  all  have  to  be  looked  after  so  that  they  will 
be  in  position  for  the  spring  opening. 

Painting  and  decorating  follows  the  alterations;  following  these,  the  spring  house- 
cleaning  Floors  must  be  scrubbed  and  oiled,  broken  cartons  must  be  replaced  by 
brighter  and  newer  ones.  In  fact,  everything  must  be  thoroughly  overhauled,  dusted 
washed,  cleaned. 

All  this  must  be  done  with  as  little  confusion  as  possible,  for  business  must  go  on  just 
the  same.  Goods  are  being  sold  and  goods  are  coming  in.  Some  merchants  very  wisely 


136 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


hold  back  the  new  goods  until  the  latest  possible  moment.  This  is  done  for  the  purpose 
of  forcing  out  the  winter  lines.  It  has  another  effect  that  is  often  ovc-i looked.  When  all 
new,  or  nearly  all  new  lines  are  brought  out  and  shown  simultaneously  an  impression  is 
given  that  the  styles  are  in  reality  new.  If  they  are  placed  in  stock  as  jn-i  ivt  d,  by  the 
time  the  spring  selling  is  on  in  real  earnest  the  styles  are  old  to  both  the  salesmen  and 
the  patrons  of  the  store. 

The  real  spring  advertising  of  a  store  should  start  off  with  a  spi ing  opening.  Kvcry 
store  of  any  pretensions  whatever,  any  store  that  has  any  following  at  all,  and  any  store 
that  desires  to  build  up  a  permanent  trade  should  have  at  least  two  opening  days,  one  in 
ff~-  spring,  the  other  in  the  fall. 

^feZ^y^w'/m***.  The     opening     marks     an 

epoch     in     the    store,    for 
both    patrons     and     sales-      -" 

/MM  »- 


•//  /fi-if  rr6nfJ/ti 


"  r 


ng 


Sub  ;f~..  CUXr 


the  new  season  with  much 
more  force  than  if  allowed 
to  be  gradually  ushered  in, 
and,   as  before   stated,   tin- 
new  styles  are  brought  forth, 
one  with  anotlu  r.  the  whole 
making   a    compli  te  show- 
Then,  too,  there  are  the  attendant  decorations,  music,  eclat,  all  adding  much  to 
the  value  of  the  styles  shown. 

As  a  usual  thing  the  formal  opening  of  new  styles  is  extended  over  two  or  more  days 
in  the  larger  cities.  In  the  smaller  eities  where  there  is  usually  >ome  farming  trade  it  is 
advisable  to  have  a  three  day  opening,  commencing  on  Thursday.  If  this  is  done  t he- 
opening  may  be  further  divided,  when  both  nu  u's  and  WOIIK  n's  goods  are  kept  in  stock, 
into  Ladies'  Day,  Men's  Day  and  Farmers'  Day.  The  exhibits  should  be  changed  to 
meet  the  requirements  of  each  day,  the  decorations  being  the  same  for  all,  although 
the  general  program  of  the  entertainment  might  be  varied. 

The  decorations  for  the  spring  opening  should  partake  of  the  nature  of  the  season. 
«-—^— ,  What  more  simple  then  than  living  plants,  flowers. and 

foliage.  Artificial  plants  should  be  used  as  sparingly  as 
possible  for  the  spring  docora- 
tions.  although  for  winter  use 
they  do  very  well,  The  extent 
of  the  use  of  blooming  plants 
and  cut  flowers  will  depend 
largely  upon  the  amount  of  cash 
set  aside  for  decoration  pur- 
poses. It  is  a  well-known  fact 
that  many  of  the  large  depart- 
ment stores  spend  thousands  of 
dollars  for  cut  flowers  and  plants 
Sia"''~*"*"'"**=  when  having  formal  openings.  •"•,;j.7n«-. 

These  vast  sums  are  usually  con- 
sidered to  be  well  spent,  too.  One  shrewd  merchant  in  a  small  city  made  arrangements 
with  a  florist,  the  only  one  in  the  place,  to  decorate  his  store  for  his  opening  days  and 
as  recompense  gave  him  the  privilege  of  placing  price  tickets  on  each  plant  and  of  having 
an  attendant  present  to  make  sales  and  take  orders.  The  scheme  worked  well.  Small 
cards  were  used  on  each  plant  for  sale,  stating  that  it  was  loaned  for  the  exhibit  and  was 
for  sale,  giving  the  price.  The  co-operation  of  these  two  resulted  in  benefit  to  both. 
The  merchant  had  an  abundance  of  fresh  flowers  for  decoration  purposes,  and  the  help 
and  skill  of  the  florist  in  decorating  for  absolutely  nothing.  The  florist  sold  many  plants 
and  took  orders  for  many  more  and  got  sufficient  advertising,  at  no  expense  other  than 


Mi  Ipnur  of  (not 
u  rrquralrft  H  tip 

Jtarmal  (Pprning 

if  our  Nrn  fcurr 

(Uran  matt  ani  BiUua  ftlrnb 

fcrtJnr.  JlllBot. 

totartag.  •rioter  ihr  fmrlmdti 
HiUil*)  »«.«.  Ci 


SPRING  AND  FALL  OPENINGS  137 

his  time,  to  pay  him  well.  It  might  he  stated  that  no  plants  were  delivered  from  this 
exhibit  until  after  the  opening  was  over. 

(treat  care  should  l>e  l>e>t<med  upon  the  goods  displayed  at  these  openings.  They 
should  he  carefully  examined  for  (laws,  or  apparent  flaws,  for  only  the  most  perfect  of 
goods  should  he  openly  displayed. 

The  fixtures  and  eases  should  be  tastily  decorated.  Small  tables  with  highly  polished- 
tops  can  often  be  used  throughout  a  store  for  the  display  of  many  lines  of  small  wares 
for  the  opening  days. 

The  main  ohjeet  of  the  opening  should  be  to  show  goods.  It  may  not  be  necessary 
to  refuse  to  sell  goods,  nor  is  it  usually  advisable  to  do  so,  but  more  time  should  be  spent 
in  showing  new  >lyles.  telling  about  their  desirable  qualities,  how  they  are  made,  of  what 
they  are  made,  than  i>  Usually  taken  in  the  rush  of  making  sales.  For  this  reason  every 
available  space  should  be  given  up  to  a  display  of  goods. 

The  practice  of  giving  expensive  .souvenirs  has  been  carried  to  excess  in  some  of  the 
larger  city  stores.  Often  many  dollars  are  wasted  in  this  way.  If  the  merchant  wishes 
to  present  some  token  of  his  pleasure  to  the  visitors  of  his  exhibit  he  can  do  so  in  a  very 
simple  manner.  Cut  flowers  have  often  been  used,  and  from  all  accounts  have  been  far 
more  acceptable  than  some  trashy  piece  of  tinsel  or  spangle. 

Manufacturers  will  gladly  co-operate  with  the  retail  merchant  in  making  his  display 
at  his  opening  a  success.  They  will  loan  or  send  on  consignment  many  lines  that  are  of 
perhaps  higher  value  or  rarer  quality  than  are  usually  carried  in  stock.  Samples  of  many 
lines  can  be  secured  and  orders  taken  from  these  samples. 

The  firm  selling  clothing,  either  men's  or  women's,  would  find  it  convenient  to  have 
sample  suits  of  a  high  quality  displayed  at  the  opening,  even  when  they  have  to  be  pur- 
chased outright.  Orders  can  be  taken  from  these  and  in  the  end  the  samples  can  be 
disposed  of  to  advantage. 

Handsome  and  expensive  rugs  can  be  utilized  in  the  same  way  by  merchants  handling 
this  line  of  goods.  In  fact  there  is  hardly  any  line  of  goods  that  cannot  be  toned  up  by 
samples  or  sample  lots  on  consignment. 

If  it  is  possible  the  shoe  merchant  would  find  it  very  profitable  to  procure  skins  of  the 
leathers  used  in  some  of  the  lines  in  which  he  specializes.  It  would  also  add  to  the  educa- 
tional feature  of  such  a  demonstration  if  the  different  parts  of  the  shoe  were  on  display, 
and  shoes  shown  in  different  stages  of  making,  showing  completely  the  processes  followed. 

Then  again  the  polish  manufacturers  should  be  asked  for  sample  boxes  and  bottles  of 
polishes  for  free  distribution.  Free  samples  of  laces,  foot  powders  and  such  things  would 
greatly  aid  both  retailer  and  manufacturer  in  furthering  the  sale  of  their  lines. 

A  musical  program  should  be  provided  whenever  the  expense  is  warranted.  When 
good  music  is  heard  at  an  opening  there  is  sure  to  be  a  charm  about  the  whole  that  will 
add  considerably  to  the  value  of  the  goods  on  exhibition. 

Sometimes  a  special  invitation  is  extended  to  the  public.  These  should  be  printed  in 
a  formal  manner  and  on  formal  stationery.  For  the  smaller  stores  this  item  of  expense 
can  easily  be  cut  out  unless  the  local  papers  have  been  proven  useless. 

The  window  decorations  are  of  equal  importance  with  the  interior  decorations.  These 
displays  should  be  simple  in  some  respects  and  elaborate  in  others.  But  little  merchan- 
dise should  be  displayed,  and  that  little  must  be  shown  in  an  appropriate  setting.  A 
clever  design  in  white  and  light  green  might  be  made,  and  this  together  with  potted  plants 
forms  the  display.  The  whole  should  be  made  to  present  as  rich  an  appearance  as  pos- 
sible. The  trim  should  be  placed  the  evening  before  the  opening  day.  If  placed  before 
that  time  it  seems  to  lose  much  of  its  effectiveness.  It  may  be  left  for  some  days  after, 
but  should  not  be  placed  before. 

It  is  often  found  desirable,  even  in  downtown  districts  where  stores  close  early,  to 
remain  open  on  the  evenings  of  openings  at  least  until  nine  o'clock. 

The  spring  opening  may  then  be  considered  to  be  the  starting  point  of  the  spring 
advertising.  From  that  time  on  the  campaign  should  be  carried  on  with  an  aggressive- 
ness equal  only  to  the  capacity  of  the  store  for  doing  business. 


138 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


The  fall  opening  should  be  conducted  on  practically  the  same  lines.  Seasonable 
goods  being  the  central  figure  of  the  display.  At  these  fall  openings  there  can  be  made 
elaborate  decorations  of  the  beautiful  colored  leaves  and  branches  of  trees  that  are  to  be 
had  for  the  cutting  in  the  country.  The  expense  of  the  decorations  for  fall  openings  are 
thus  cut  down  considerably  below  that  of  the  spring  openings. 

The  Easter  opening  announcement  of  Chas.  A.  Stevens  &  Bros.,  Chicago,  is  typical 
of  the  announcements  of  the  large  metropolitan  stores.  A  reading  of  such  an  advertise- 
ment will  arouse  in  any  woman  a  desire  to  see  the  newest  creations  to  be  shown  by  a  store 
that  is  recognized  as  an  authority  on  style.  The  advertisement  is  a  fine  specimen  of  an 
opening  announcement. 


The  most  delightful,  the  most 
interesting,  and  the  greatest  sue- 

?  cess  of  any  opening  ever  held  in 

'  Chicago — the  Stevens 


Opening 


Today  Will  be  another  exceptionally 
interesting  day 


Beautiful  styles,  music,  flowers  and  great  throngs 

ll 


of  delighted  women  — that  s  the  story  in  a  nutshe 
of  yesterday  at  this  beautiful  style  show 


f  Chicago  U'ko  appreciate  the  truly  artiitie 
their  authority  is  very  gratifying 
to  know  that  the  leading  merchants  in  tki  it 
ri  of  this  country,  whenever  potable,  delay 
occurred,  ai  a  careful  inspection  of  ciur  ilocki  enables 
he  season 's  styles,  merchandise  that  they  then 


The  fait  thai  all  women 
in  women 's  attire  now  look  to 
10  ui.     It  ii  allt  gratifying  to  I 
4  /MM,  of  this  and  other  great  c 
•  their  openings  until  after  ouri  h 
'  them  to  put  laniard. 


I  feel  lafe  in  r 
made  by  Ste 


key  tully  realize  thai  the 
le  to  wkich  the  iligk 
its  correctness  could  ft  attacked. 

The  idea  should  be  at  gratifying  to  the  thousands  of  our  loyal  customer!  at  it  n  to 

ut  to  know  Ike  position  tkil  house  unquestionably  holds,  and  ike  extent  to   wkick  others 

attempt   to  copy  our  original  ityle   of  advertising,    our    window    exhibitl,  and  our 

method  ot  interior  decoration  and 

dilplay. 


V 


*     ff  I          •M'*1   •       ,'     (-~*^/(   K  *ll 

.^Ac^te'^Milh; 


Opening  Days 


140 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


The  Edw.  Malley  Co.,  New  Haven,  Conn.,  advertisement  is  altogether  too  formal. 
The  illustration  is  excellent,  but  the  text  of  the  advertisement  is  lacking  in  inviting  power. 
While  it  is  the  intention  of  the  store  to  invite  all  women  to  view  the  new  lines  in  millinery 
and  costumes  it  does  not  say  so.  It  merely  implies  the  fact.  Then  there  is  lacking  the 
details  of  attractions  that' are  offered  in  the  way  of  entertainment.  The  Chas.  A.  Stevens 


_*-'_ 
s-C$Q'i* 

^^^  :-j  v.ry  .<"    «"  rS    *  ,-*  i       1 f 

OPENING 


r]  ODA  Y  in  <l  throughout  the  remminckr  of  the  week  this  store  tuffl  present 
the    tathorattfoe    and    representative   exposition    of   190$    ftshlons 


Amote  auonmea.  afanoU  imrrnf  omttawatu.  fcrfrfw  ««riUa«i  tUoMta  at  fomtd  oaf, 


ifid  N<fto  Spring  Waists. 


Redingote  Coats,  $22.50. 

MADE  oil**  loll  blaia  pe»l  dl  aoaa.  eillaHm  alvv.    dotibk  boi 
DiaK>  IraM  ud  bad.  braid  tnmmol  at  nock  and  down  Irani; 
pauaod  mud.,  ,.«.    I.U  .fan.  planed  Iron  and 

U..I     HH-i. 


.•Sill'.',  aa  tu'li.  HOW  aa7  .• 


Opening  Value  in  &fisses'  Suits. 

t^E  bad  moio  I.PCO.III   Wtbia 


Corsets:    e/Jn  "Opening  Special." 


Smart  House  Gctoms.jlO.SO. 

THIS  «K1K»  ia  pe«p«fe<l  to  latial 
1     mund  lor  nv<l««a  lion  the  atm 


Opening  Shotting  of  Spring  Silks. 

OUR  SJl  KCI«>a  » 
aina  in 


FM  "Ot-*i»f  W«a-  •*  haw  a  a»Mial  hM 

•nil  a*J«at  ran    FIM  AlUllB**.  k*HlMWtr  tmb'^>a*i.<,  »»o.. 


Specials  in  cHpvelty  Jewelry. 

IS  mtiofi  u  lilll  unplxd  wnk  la/|C  aaaonnenli  ol  tbi    putty 
tnaca  that  go  wnb  tbe  tpnn(  ft  ytt*  in  dm*.  '*-  *-» 


English  cMohair  Dress  Goods. 

WE  ahow  eflccti  and  valid  in  Ihtae  piodi  not  duplKaled  elaewhen. 
Foe  ahirtwaiata  and  ibirtwaut  aunt  at  T:.c  a  >  :rd          a«w  a. 


ftnt?  Imported  Lace  Novelties. 

FOR  thii  opening  aalt  we  ban  aectuej  a  apodal  aaaoetment  ol  lot- 
eat  imporutuna  aad  ire  potting  them  on  ule  at  i    vorv   lo* 
•pccial  price.     The 


S^t'ss  Embroidered  Flouncings. 

\I7E  lu«  pt-.«<J  oo  ute  «  •  tpeeal  "  opening" 
W 


7O  T//£  PUBLIC: 

sit   Ikt  itfimmmf  o/  liit  *m  stfum  wt  Ann  la  afrr 
yntf  good 


We  can  best  sko*>  mtr  appreciation  of  Ikt /trtmr  1*  kave  received  b}  striving  larder  loam 
merit  a  fonrinnawte  of  it.  7kat  «•/  skull  do.  Our  constant  ejfert  vAll  be  to  wort  eaca  day  some  improve- 
ment in  tin  selling  of  good  merchandise  at  loves!  prices  and  to  mate  His  lion  more  loan  ner  Ike  most 
and  comfortable  and  satisfactory  shopping  place  in  Ckitago. 

CARSON  PIRIE  SCOTT  3  CO. 


SPUING  AND  FALL  OPENINGS 


141 


\-  Mros.  advertisement  is  rather  heller  in  (Hilling  powers.  The  object  of  the  opening  is 
to  dra\\  immense  throngs  to  view  the  new  tilings,  hut  the  Edw.  Malley  Co.'s  adver- 
tisement is  too  cold  and  formal  to  arouse  much  enthusiasm.  It  might  create  a  feeling  of 
tone,  hut  women  expect  that  at  a  store  of  that  kind  anyway. 

The  ( 'ar>on  1'irie  Scott  &  Co.,  Chicago,  III.,  advertisement  is  a  type  of  the  semi- 
formal  opening  announcement.  It  is  strikingly  illustrated,  and  besides  a  hearty  invitation 
gives  space  to  >ome  of  the  principal  offerings  during  opening  \v<ck.  This  blending  of 
the  opening  announcement  and  regular  advertising  of  specials  might  easily  be  the  very 
hcst  kind  of  opening  day  advertising.  The  power  of  attractive  descriptions  of  new 
goods  is  great,  and  to  that  is  added  the  power  of  special  prices.  The  card  of  thanks  at 
the  foot  of  the  advertisement  is  as  old  as  newspaper  advertising  is  old,  but  in  this  place 
it  seems  altogether  fitting.  It  adds  dignity  to  the  opening  announcement  of  a  new  season. 

The  Sihley.  Lindsay  \-  Cuir  Co.  advertisement  is  a  type  of  the  formal  invitation  us<  d 
by  large  (juality  stores.  The  illustration  is  one  of  the  best  for  newspaper  work.  There 
is  just  enough  detail  to  give  it  a  finished  appearance. 

Very  often  at  some  of  the  openings  there  are  very  clever  schemes  used  for  the  purpose 
of  bringing  out  large  crowds.  One  of  these  that  has  been  used  successfully  by  a  number 
of  merchants  is  to  present  certain  gifts  to  those  who  hold  numbered  coupons  correspond- 
ing with  numbers  placed  on  the  gifts. 

A  western  merchant  offered  fifteen  grfts  in  this  way  for  the  purpose  of  advertising  his 
opening.  He  advertised  the  opening  and  the  gift  scheme  at  the  same  time  by  having 
circulars  distributed  to  every  house  in  the  city.  A  few  hundred  were  also  mailed  to  out 
of  town  customers.  Each  circular  was  numbered,  the  numbers  running  from  1  to  6,000, 
the  number  of  circulars  printed. 

The  gifts  were  to  be  numbered  by  a  committee,  and  the  person  holding  a  circular  with 
a  corresponding  number  took  the  gift  without  any  further  ado.  There  was  but  one  con- 


FASHIONS. 

To-day  and  to-morrow,  Wednesday  and 


S1BLEY.  LINDSAY  8  CURR 


142  HOW  TO  ADVERTISE  A   RETAIL  STORE 

dition,  and  that  was  that  the  person  holding  the  winning  number  must  be  present  in 
person  to  claim  the  gift.     These  circulars  were  distributed  about  a  week  before  the  open- 
ing and  the  same  day  the  windows  were  trimmed  with  the  gifts.     A  large  card  stated 
the  conditions  under  which  they  were  to  be  given  away,  and  that  any  adult  who  did  not' 
possess  a  circular  could  obtain  one  by  applying  within  the  store. 

The  evening  before  the  opening  the  gifts  were  removed  from  the  windows,  and  the 
mayor  of  the  city  and  a  local  banker  acting  as  a  committee  selected  the  numbers.  These 
numbers  were  selected  from  those  that  had  been  given  out  on  the  circulars.  After  fifteen 
numbers  had  been  chosen  they  were  placed  in  separate  envelopes  and  thoroughly  mixed. 
They  were  then  passed  over  to  another  committee  composed  of  a  lawyer  and  a  school 
teacher.  This  committee  placed  one  of  these  envelopes  upon  each  of  the  articles  lo  lie- 
given  away.  This  done  the  envelopes  were  opened  and  the  numbers  attached  to  the  gifts. 

Now  mark  this:  All  of  this  was  done  in  the  presence  of  another  committee  consisting 
of  the  editor  of  the  local  daily  and  representatives  from  the  three  labor  organizations  in 
the  city. 

All  of  this  was  not  absolutely  necessary  and  seems  to  be  a  long  way  around  a  little 
corner.  But  the  merchant  had  two  purposes  in  view  and  he  attained  them.  First,  to 
insure  an  absolutely  impartial  otlVr,  and.  second,  to  thoroughly  advertise  the  event.  You 
may  be  sure  the  ditl'erent  committees  did  not  hold  their  tongues,  especially  as  a  light  lunch 
was  spread  after  these  very  arduous  labors  had  been  completed. 

The  opening  was  a  Mirre-,-,  and  il  was  due  entirely  to  the  fifteen  gifts  which  were  every 
one  of  them  claimed. 

This  may  be  considered  by  many  as  sensational  but  it  proved  successful.  Had  it 
failed  it  might  have  Keen  censured,  but  success  will  always  atone  for  any  mild  short- 
comings like  this. 

We  are  also  reproducing  several  of  the  formal  invitations,  issued  by  prominent  stores 
in  different  parts  of  the  1'nited  States,  jind  mailed  to  customers,  inviting  them  to  store 
openings.  They  are  all  good,  although  all  are  different  in  wording.  These  examples 
will  clearly  show  how  these  imitations  .should  be  worded  and  in  what  style  of  type  they 
should  be  printed. 


Hirer 
SCHEMES  AND  SELLING  PLANS 


CHAPTER  XXVIII 

LITTLE  SELLING  HELPS 

IT  HAS  often  hern  said  <»f  advertising,  that  all  advertising  is  good,  but  there  can  be 
little  doubt  that  some  forms  an-  better  than  others.     Some  kinds  of  advertising 
will  bring  better  results  than  others,  and  it  is  a  well-known  fact  that  a  plan  that  has 
proven  .siieeessful  with  one  merchant  often  fail>  utterly  with  another. 

It  is  very  generally  conceded  that  newspaper  advertising  is  the  best  medium  for  the 
retailer  to  use,  but  in  every  part  of  the  world  bright  minds  are  giving  serious  thought  to 
other  methods  of  advertising,  to  little  schemes  that  will  help  to  sell  goods — little  selling 

helps. 

A  great  deal  of  good  publicity  can  be  gained,  and  in  most  cases  increased  direct  sales 
made,  by  the  use  of  one  or  more  of  these  little  schemes  every  once  in  a  while. 

Many  men-hunts  go  on  the  principle,  however,  that  everything  that  attracts  attention 
to  their  stores  is  good  advertising.  In  this  they  are  often  very  much  mistaken.  Noto- 
riety can  never  be  advertising,  no  more  than  a  notorious  person  may  justly  be  said  to  be 
famous. 

Any  scheme  that  will  attract  favorable  attention  to,  and  friendly  comment  of,  a  store 
is.  without  doubt,  good  advertising,  but  the  same  cannot  be  said  of  schemes  that  get  a 
store  talked  about  in  an  unfavorable  way.  "Scheme  advertising,"  as  it  is  usually  termed, 
is.  on  the  whole,  good  advertising.  The  merchant  should  be  careful -in  selecting  and  car- 
rying out  his  scheme,  that  is  all. 

In  many  cities  and  towns  during  the  past  few  years  there  has  been  held  what  might 
be  properly  called  "window  weddings."  The  scheme  is  used  merely  for  the  purpose  of 
attracting  attention  to  the  windows  and  the  store,  and  of  gaining  much  free  advertising 
from  the  comments  of  the  public  and  the  "write-ups"  of  the  press.  A  merchant  offers  a 
certain  sum  of  money,  or  a  certain  pri/.e  of  merchandise,  to  the  first  couple  who  will  con- 
sent to  be  married  in  his  show  window,  in  plain  view  of  the  public.  This  scheme  has 
made  good  in  many  places.  It  proved  valuable  to  a  merchant  in  the  writer's  home  city. 
But  in  a  city  where  there  is  any  opposition  shown  to  the  scheme  it  must  prove  a  failure. 

Not  long  ago  a  clothing  merchant  in  a  Canadian  city  offered  to  pay  any  couple  $100 
who  would  consent  to  be  married  in  his  show  window.  This  generous  offer  was  promptly 
taken  up  by  a  young  couple  and  arrangements  were  made  for  the  wedding.  The  whole 
affair  would  have  attracted  but  local  notice  had  not  some  person  or  persons  objected  to 
the  proceedings  as  sacriligeous,  and  asked  the  aid  of  the  police  to  prevent  its  being  carried 
out.  This  the  police  tried  to  do  by  informing  the  merchant  that  the  marriage  ceremony 
should  not  take  place  or  he  would  be  arrested  for  blocking  the  traffic  in  the  street. 

This  merchant,  being  of  that  kind  who  mistakes  notoriety  for  advertising,  saw  in  this 
merely  a  chance  for  further  notoriety.  He  announced  that  the  "performance"  would 
take  place  as  advertised  in  spite  of  the  police.  On  the  day  appointed  he  kept  his  store 
closed,  but  had  a  large  banner  in  his  window  announcing: 

"This  is  my  private  house  to-day.     I  pay  my  rent  and  taxes.     A  wed- 
ding will  be  held  here  at  3:30  P.  M.     W keeps  his  word.     Come 

and  see  the  wedding.     Everybody  welcome.     No  disappointment." 

Of  course  this  aroused  a  great  deal  more  curiosity  than  the  wedding  would  have  done, 
and  the  streets  were  blocked  for  hours  by  the  waiting  throngs.  A  curious  fact  of  this 


146 


HOW  TO  ADVERTISE   A   RETAIL  STORE 


affair  is  that  the  crowd  was  composed  mostly  of  women.  The  couple  were  married  in 
the  window.  Outside  the  police  had  to  use  their  clubs  or  batons  on  the  heads  and  shoul- 
ders of  the  mass  of  onlookers  in  a  frenzied  effort  to  preserve  order  and  cause  the  people 
to  disperse.  A  local  paper  in  describing  the  affair,  said  :  "Women  fainted;  dresses  wen- 
torn;  babies  were  lost;  every  one  stepped  on  and  jostled  every  one  else,  and  pande- 
monium reigned  supreme." 

The  merchant  was  roundly  scored  by  the  authorities,  and  heavily  fined,  with  the 
alternative  of  two  months  in  jail.  The  wonder  is  that  the  poor  misguided  merchant  did 
not  further  seek  public  sympathy  by  spending  the  two  months  as  a  prisoner  instead  of 
paying  the  fine. 

Does  any  intelligent  merchant  consider  for  one  moment  that  that  scheme  as  carried 
out  was  good  advertising?  The  writer  does  not. 

The  above  is  only  one  example  of  the  lengths  that  some  merchants  will  go  in  pursuit 
of  publicity.  Some  of  the  schemes  used,  unlike  this  one,  are  really  good  from  an  adver- 
tising viewpoint.  Here  is  one  that  drew  an  orderly  crowd  to  the  store  of  the  merchant 
who  used  it,  and  at  the  same  time  was  productive  of  much  direct  business. 

This  firm  had  a  large  number  of  tickets  printed  similar  to  the  following: 


No.  1967. 

REWARD 

We  will  present  to  the  person  who  brings  to  us  the  lucky 
number  before  6:30  P.  M.,  Show  Day,  a  fine  Silver  Tea  Urn, 
displayed  in  our  show  window. 

BURNING  BROS., 
Cardigan,  111. 

Sign  here 

No  one  allowed  to  deposit  more  than  one  ticket. 


Each  ticket  had  a  serial  number,  running  from  1  to  .5,000,  and  was  about  the  size  of 
an  ordinary  business  card.  These  were  distributed  on  the  streets,  at  the  show  grounds, 
and  the  railway  stations  on  Show  Day.  The  urn  was  exhibited  in  one  of  the  windows, 
and  a  suitable  card  shown  with  it  explained  the  scheme.  It  also  stated  that  a  card  and 
number  could  be  had  for  the  asking  inside. 

The  advertising  manager,  said  of  the  scheme:  "Altogether,  the  plan  was  very  satis- 
factory. The  store  was  crowded  from  morning  until  evening,  and  a  splendid  business 
was  done.  The  most  important  effect,  however,  was  the  new  customers  that  the  adver- 
tising brought  to  the  store.  Many  people  came  to  the  store  for  the  first  time,  and  we 
were  able  to  interest  a  number  of  them  in  paying  a  second  visit." 

The  success  of  a  scheme  can  only  be  gauged  by  the  benefits  derived  from  it,  and  in 
this  case  it  was  perfectly  satisfactory.  Besides  this  new  business  gained  on  Show  Day, 
the  firm  found  themselves  in  possession  of  a  very  valuable  mailing  list,  which  they  used 
for  circularizing,  and  obtained  good  results  from  that  also. 

A  clothier  advertised  a  special  sale  of  trousers,  and  in  his  advertisements  was  promi- 
nently displayed  this  offer: 


The  first  three  men  entering  our  store  on  Sale  Day,  August 
2d,  will  each  be  presented  with  a  pair  of  $3.50  trousers,  absolutely 
free.  All  those  who  wish  may  sleep  on  our  doorstep  all  night. 


An  offer  of  this  kind  is  likely  to  cause  trouble  for  any  merchant  making  it.     Then, 
again,  it  is  likely  to  attract  to  the  store  an  undesirable  class  of  persons.     They  will  be 


LITTLE  SELLING  HELPS  147 

there,  ready  to  fight  for  the  goods  offered  free,  but  with  no  intention  of  paying  any  price, 
no  matter  how  low,  for  anything  Such  an  offer  would  never  be  attractive  to  the  persons 
intended  to  be  reached  by  the  advertiser. 

Any  scheme  of  a  sensational  character  that  is  calculated  to  bring  into  or  about  the 
store  the  unruly  clement  of  the  hx-ality  is  more  likely  to  prove  injurious  than  beneficial. 

A  clothing  merchant  in  one  of  our  larger  cities  drew  a  large  crowd  in  front  of  his  store 
(the  inside  was  deserted)  during  a  Thanksgiving  sale,  by  letting  loose  one  hundred  live 
turkeys  from  his  upper  story  windows.  Some  one  hundred  persons  got  live  turkeys  after 
a  chase,  and  some  thousands  witnessed  the  proceedings,  but  not  many  of  these  same 
thousands  ever  went  inside  of  that  merchant's  store.  The  results  were  less  than  expected. 
The  cost  was  never  made  up  from  the  sales  made  through  that  species  of  advt  rti?ing. 

The  idea  of  throwing  goods  from  the  roof  of  a  building  to  the  waiting  and  expectant 
crowds  below  can  sometimes  be  made  the  means  of  considerable  talk  about  the  store. 

On  a  market  day  in  the  latter  part  of  August,  when  the  weather  was  still  warm  and 
bright,  but  sales  had  stopped  in  the  straw  hat  department,  a  men's  furnisher  announced 
that  he  would  throw  from  the  third  story  of  his  store  building  a  barrel  of  straw  hats  and 
thirty  suits  of  clothes.  When  the  appointed  hour  arrived  an  immense  crowd  had  col- 
lected outside  the  store,  and  while  a  large  part  of  them  were  there  merely  to  look  on,  the 
excitement  was  just  as  keen  in  every  part  of  the  throng.  While  many  of  the  hats  were 
not  presentable  after  the  row,  the  boys  of  the  town  extended  the  advertising  for  the  mer- 
chant by  running  around  the  street  with  rimless  or  crownless  hats  on  their  heads.  The 
suits  were  of  little  use  to  the  store,  but  were  as  eagerly  fought  over  as  if  they  were  the  best 
procurable.  This  is  one  way  of  getting  away  with  unsalable  goods;  another  way  would 
be  to  send  them  to  sonic  charitable  institution.  The  advertising  that  would  accrue  from 
this  latter  disposition  of  them  might  prove  to  be  quite  as  good  and  some  poor  fellow 
might  be  made  happier  by  it. 

Sometimes  some  of  the  schemes  used  by  the  merchants  are  intended  to  be  "smart," 
or  are  made  with  the  intention  of  having  the  public  adjudge  the  merchant  as  a  sharp,  or 
shrewd,  or  cunnjng  advertiser. 

Here  is  a  little  thing  that  proved  successful.  A  druggist  had  a  large  number  of  folders 
printed,  advertising  his  business.  One  page  was  given  up  to  the  scheme.  The  folder  was 
entitled  "Vest  pocket  rules  for  all  games,"  and  was  suitably  illustrated.  These  were  ad- 
vertised freely  in  the  papers  and  were  given  away  free.  When  the  seeker  after  knowledge 
had  secured  one  he  found  that  the  "Rules  for  all  games"  was  in  reality  only  one  rule, 
which  applied  alike  to  all  games.  It  was: 

"KEEP  YOUR  MOUTH  SHUT." 

This  was  an  intentional  "catch"  on  the  part  of  the  advertiser,  and  the  public  took  it 
as  it  was  given.  Not  so  was  it  with  a  cigar  dealer,  some  years  ago,  who  made  himself 
very  unpopular  by  his  smartness.  He  was  ever  on  the  lookout  for  "gags"  and  schemes, 
whereby  he  could  catch  his  customers.  One  that  he  used  was  to  place  a  card  in  his  win- 
dow, stating: 


I    WILL    PAY    $15.00 
FOR   1906   PENNIES. 


One  or  two  respectable  persons  were  taken  in  by  this.  When  they  found  that  the 
offer  made  was  $15.00  for  $19.06,  or  "nineteen  hundred  and  six  single  pennies,"  they 
transferred  their  trade  to  a  cigar  dealer  who  was  not  quite  so  sharp. 

A  shoe  merchant  made  a  lot  of  trouble  for  himself  not  long  ago  by  using  a  simple  little 
scheme.  He  had  a  waterproof  shoe  that  was  guaranteed  to  withstand  any  amount  of 
water,  and  had  one  placed  in  a  glass  dish  of  water.  Before  doing  this  he  resorted  to  the 
vaseline  bottle,  and  after  a  liberal  coating  of  this  preparation  it  kept  out  the  water  per- 


148  HOW  TO  ADVERTISE  A  RETAIL  STORE 

fectly.  After  this  practical  test  (?)  had  sold  a  large  number  of  the  shoes  the  purchasers 
began  bringing  them  back  with  the  complaint  that  they  leaked.  The  merchant  explained 
how  the  shoe  in  the  window  was  made  waterproof,  and  by  liberal  allowances  on  new 
shoes  kept  his  customers.  Had  he  frankly  told  his  customers  when  they  made  their  pur- 
chases that  the  use  of  vaseline  would  aid  the  shoe  in  resisting  water  he  might  have  saved 
himself  a  good  deal  of  worry  and  loss. 

A  trick  of  a  similar  nature  was  used  by  another  shoe  merchant  but  it  was  one  that  was 
not  calculated  to  do  him  any  injury,  because  in  reality  no  one  was  injured. 

He  had  two  thermometers  in  his  window.  One  was  placed  in  a  cushion-soled  shoe, 
i  and  the  other  alongside  of  it.  A  window  card  called  attention  to  the  difference  in  tem- 
perature, inside  and  outside  of  the  shoe.  The  one  inside  of  the  shoe  registered  about 
twenty  degrees  more  heat  than  the  one  outside,  but,  of  course,  it  was  "faked."  It  at- 
tracted a  great  deal  of  attention  from  its  uniqueness.  This  same  scheme  might  be  used 
in  summer,  showing  an  oxford  to  be  many  degrees  cooler  than  a  high  shoe. 

There  are  a  great  many  schemes  that  are  beneficial  without  bringing  direct  results. 
Others  there  are  that  cannot  bring  any  good  results  no  matter  how  they  are  worked. 
Then  there  are  many  that  will  not  bring  results  adequate  to  their  cost.  I'nlcss  flu-  scheme 
is  such  that  direct  returns  will  accrue  it  is  perhaps  best  left  alone.  Sometimes  a  scheme 
that  is  merely  intended  to  remind  the  public  that  the  store  exists  will  in  the  end  pay,  but 
it  is  best  to  have  a  dozen  little  schemes  bringing  in  direct  results  than  one  intended  merely 
to  familiarize  the  name  of  the  store. 

A  merchant  in  a  "factory"  town  made  use  of  the  following  scheme  to  get  direct  results: 

In  the  first  instance  he  held  what  he  termed  "An  Envelope  Discount  Day."    He  adver- 
tised that  every  employe  of  the  factories  in  the  town  who  would  bring  his  pay  envelope 
to  the  store  on  a  certain  date  would  receive  a  discount  of  five  per  cent,  on  all  purclui- 
made  for  cash  on  that  day.     To  help  the  scheme  along  he  had  a  number  of  manila  envel- 
opes printed  with  the  following  inscription  in  one  corner: 

Present   this    envelope   at   H —      —  's   store   on    December    12th    and 
receive  a  discount  of  5  per  cent,  on  all  purchases  made  on  that  date. 

As  this  is  the  kind  of  argument  that  appeals  to  most  men  the  store  was  crowded  on 
the  date  named.  The  store  had  to  be  kept  open  during  the  evening  to  supply  the  demands 
that  were  made  on  it. 

From  this  idea  was  evolved  another.  They  contracted  to  supply  the  factories  with 
their  weekly  pay  envelopes  for  the  privilege  of  placing  their  advertisements  on  them. 
They  continued  the  five  per  cent,  discount  idea  but  varied  it  by  offering  it  on  only  one  line 
of  goods  one  week  and  on  another  the  next,  and  so  on.  Besides  this  they  had  printed  on 
these  the  words,  "Look  out  for  the  Blue  envelope."  These  blue  envelopes  were  used 
occasionally.  Whenever  trade  slackened  up  a  blue  envelope  was  used  and  this  blue 
envelope  entitled  its  holder  to  a  five  per  cent,  discount  on  any  article  purchased  within 
five  days  of  its  date. 

This  merchant  captured  a  large  part  of  the  factory  trade  by  this  little  discount  scheme. 
Had  he  merely  offered  to  every  one  a  discount  of  five  per  cent,  on  their  purchases  on  a  cer- 
tain date  there  would  have  been  no  appreciable  increase  of  sales  on  that  date.  But  by 
making  the  special  offer  to  a  "class"  of  customers  he  appeared  to  favor  them  and  the 
idea  proved  successful. 

Any  scheme  that  stamps  a  merchant  as  progressive,  as  original,  as  determined  to 
stand  in  the  front  rank  of  his  line  of  business,  is  bound  to  win  the  respect  and  support 
of  an  ever-watchful  public.  There  is  a  perfect  thirst  for  novelty  to-day,  and  when  a 
business  man  finds  that  some  competitor  more  active  than  himself  is  leaving  him  behind 
in  the  race,  it  is  time  for  him  to  cut  loose  from  some  of  the  cut-and-dried  business  methods 
of  a  generation  ago.  Give  the  public  something  new  and  they  will  call  at  your  store  if 
for  nothing  more  than  to  pay  a  tribute  to  your  progressiveness. 

In  order  to  get  rid  quickly  of  a  large  quantity  of  shopworn  and  unsalable  goods,  one 


Ml  ILK   SELLING   HELPS  149 

firm  placed  them  all  (»n  a  big  counter,  and  advertise*!  that  among  the  lot  were  many  worth 
$^..")(»  and  •*.''>.  and  that  on  Monday  morning  a  "stock  market"  sale  would  be  held,  begin- 
ning promptly  at  ten  o'clock  and  lasting  just  one  hour.  The  priee  might  suddenly  drop 
to  fifty  cents,  the  lowest  point,  or  it  might  soar  to  $2,  the  highest.  The  "market"  was 
manipulated  or  controlled  in  the  following  manner:  A  number  of  tickets,  with  prices 
starting  at"V»<)  cents,  and  rising  by  10  cent  jumps  to  $^,  were  printed.  Starting  exactly  at 
ten  o'clock  a  number  \\as  drawn,  which  a  clerk  .-standing  beside  a  big  clock  near  the  counter 
po>tcd  as  the  opening  price  on  the  bargains.  <  )ne  price  held  for  five  minutes  only,  when 
a  ne\\  ticket  was  drawn  and  posted,  and  >o  on  throughout  tin-  hour. 

The  bargain  brigade,  scenting  a  sensation,  was  out  in  full  force,  and  all  the  thrill  and 
excitement  of  a  real  stock  market  in  miniature  was  experienced  by  the  eager  crowd,  as 
prices  dropped,  soared,  and  dropped  again.  There  was  a  wild  scramble  when  the  price, 
early  in  the  hour,  dropped  to  !~>  cents,  and  timid  buyers  loaded  up.  The  market  soon 
rallied,  however,  and  the  purchasers  congratulated  themselves;  but  when,  a  little  later, 
it  dropped  to  (!."»  cents,  there  \\  as  an  onslaught  which  almost  swept  the  clerks  off  their  feet. 
1?\  eleven  o'clock  the  pile  of  goods  u;(s  nearly  all  turned  into  cash,  and  the  proprietor 
clapped  himself  on  the  back  for  a  clever  fellow. 

A  scheme  like  this  can  In-  carried  out  by  any  firm  with  any  kind  of  merchandise. 
During  the  duller  days  of  midsummer  or  midwinter  it  would  help  to  liven  up  sales. 
It  should  be  well  advertised  in  advance  and  the  .scheme  carefully  explained  so  as  to  avoid 
any  misunderstanding. 

Baby  shows  can  sometimes  be  made  to  produce-  a  go<xl  increase  in  the  departments 
devoted  to  infants'  wear,  but  l»-irtin-  of  jcaloiix  m oilier*. 

A  shoe  dealer  recently  announced  in  an  advertisement  that  he  would  sell  silver 
dollars  at  !).")  cents  each.  Kach  customer  was  required  to  furnish  proper  change  and  the 
store  presented  a  busy  scene.  Many  amusing  incidents  occurred.  Some  thought  the  dol- 
lars had  never  had  a  sufficiently  formal  introduction  to  Uncle  Sam  and  hesitated  about 
purchasing  them,  and  after  doing  so  would  test  the  coin  in  various  ways.  Only  one  was 
sold  to  a  customer. 

Money  sold  at  a  discount  will  attract  a  large  crowd,  but  they  will  stick  close  to  that 
particular  counter  over  which  the  coin  is  being  sold.  The  cost  does  not  amount  to  very 
much,  but  it  never  returns  in  the  shape  of  increased  sales.  In  the  larger  cities  the  scheme 
is  played  out  as  far  as  advertising  the  store  is  concerned.  It  is  too  well  known.  People 
will  take  advantage  of  the  offer,  but  that  is  all.  In  a  small  place  where  it  has  never  been 
tried  it  might  prove  more  valuable  for  advertising  the  store. 

A  St.  Louis  clothing  dealer  advertises  like  this: 

"President  Roosevelt,  the  Stork  and  we  are  all  of  one  mind. 

"Therefore — The  first  father  of  living  twins  born  in  St.  Louis  during  the 
coming  month  of  May  of  this  year  will  be  welcome  to  a  pair  of  our  best 
trousers  of  his  own  selection.  The  first  father  of  living  triplets  born  during 
the  same  month  can  have  one  of  our  best  suits.  The  first  father  of  living 
quadruplets  born  during  May  will  be  entitled  to  a  suit  and  overcoat.  Come 
early  and  avoid  the  rush." 

The  value  of  such  an  advertisement  lies  purely  in  the  free  notices  the  firm  will  receive 
in  the  papers.  The  chances  are,  of  course,  that  not  one  of  the  offers  can  be  accepted, 
because  such  events  are  rare  occurrences. 

There  are  every  year  several  events  of  much  local  importance,  such  as  celebrations 
of  one  kind  and  another.  Any  merchant  could  take  advantage  of  this  by  issuing  an  offi- 
cial program. 

A  Virginia  shoe  firm  on  the  occasion  of  a  Washington's  birthday  procession  got  out 
a  four-page  cardboard  folder,  giving  the  order  of  the  procession  and  the  route  of  the 
parade.  The  front  page  contained  a  half-tone  portrait  of  Washington,  and  the  title 
stated  that  the  folder  was  printed  by  the  firm,  proprietors  of  the  Up-To-Date  Shoe  Store. 


150  HOW  TO  ADVERTISE  A  RETAIL  STORE 

The  back  cover  contained  a  half-tone  picture  of  Washington's  residence  at  Mount 
Vernon,  and  also  mention  of  the  firm.  The  two  inside  pages  contained  the  information 
for  which  the  program  was  issued  and  appropriate  advertisements  at  the  top  and  bottom 
of  each  page.  It  was  a  timely  advertisement,  and  undoubtedly  was  appreciated  by  the 
people  of  that  city. 

The  window  can  be  used  very  often  for  attracting  attention  to  the  store.  "Some  very 
clever  ideas  have  been  used.  A  good  one  for  arousing  curiosity  is  the  smashed  window 
idea,  where  a  piece  of  timber  is  supposed  to  have  been  hurled  through  a  plate  glass  win- 
dow, and  remains,  a  portion  of  it  outside  the  store  and  the  remainder  inside  tlic  window. 
The  effect  is  produced  without  any  damage  to  the  glass,  by  gluing  a  portion  of  the  piece 
of  wood  inside  the  window  and  the  remainder  on  the  outside,  and  then  drawing  lines 
with  soaj)  and  glue  to  give  the  appearance  of  cracked  glass.  Such  a  window  is  talk*  d 
about,  and  commented  upon;  and  if  the  right  kind  of  window  cards  explaining  the 
"accident"  are  used,  the  result  is  added  publicity  to  the  store. 

Years  ago  if  a  window  was  accidentally  smashed  it  was  quickly  boarded  up  and  the 
glass  replaced  at  the  first  opportunity.  Now  when  an  accident  happens  the  merchant 
tries  to  make  something  out  of  it  by  some  clever  advertising  scheme. 

A  Milwaukee  dollar  hat  man  used  a  new  dollar  bill  in  a  window  display.  One  night 
some  fellow  used  a  brick  on  the  plate  glass  and  got  away  with  the  dollar.  Next  morning 
the  hat  man  put  up  a  card  which  said:  "The  man  who  threw  this  brick  is  a  thief,  but  no 
more  so  than  the  man  who  charges  you  $3  for  a  hat  we  sell  for  $1." 

This  idea  was  clever  enough,  but  the  sentiment  expressed  is  open  to  criticism.  It 
implies  that  the  $.'5  hat  is  no  belter  than  the  $1  hat  he  is  selling,  and  the  man  who  is  selling 
the  $:>  hat  is  a  thief.  Such  advertising  is  unworthy  of  any  first  class  establishment. 
because  it  is  false.  Most  people  would  recogni/e  the  lie  and  resent  it. 

A  little  trade  scheme  somewhat  out  of  the  ordinary  is  one  recently  instituted  by  a  city 
store.  The  store  decided  that  on  a  certain  day  of  the  month  to  be  selected,  casli  pur- 
chases made  by  all  patrons  would  be  refunded.  To  further  increase  interest  in  the 
scheme  the  store  inserted  coupons  in  one  section  of  their  advertising  in  the  daily  news- 
papers, on  which  the  public  was  invited  to  write  the  name  and  address  of  the  most  popular 
young  woman  of  its  acquaintance,  and  the  five  young  women  who  received  the  highest 
number  of  votes  cast  in  the  contest  would  be  selected  to  name  the  day  of  the  month  on 
which  all  cash  purchases  would  be  refunded.  Each  of  the  five  women  to  be  selected 
was  to  be  rewarded  with  a  fine  silk  dress  pattern  for  their  kindness  in  lending  their  efforts 
to  the  success  of  the  scheme. 

The  above  scheme  is  an  enlargement  upon  the  idea  of  refunding  cash  purchases,  in 
that  it  enlists  the  attention  and  interest  of  those  who  are  desirous  of  seeing  the  most  popu- 
lar woman  of  their  acquaintance  selected  as  one  of  the  judges. 

This  scheme  has  proved  so  profitable  with  some  firms  that  they  have  used  it  over  and 
over  again,  varying  the  details  slightly  to  add  freshness  to  it. 

Some  merchants  may  think  that  this  is  an  expensive  thing  to  do,  but  it  seldom  amounts 
to  more  than  a  five  per  cent,  discount  on  the  month's  sales,  often  less.  The  idea  looks 
bigger  than  it  is.  It  is  like  the  refunding  of  every  fifth  purchase  of  like  amount.  This 
is  a  discount  of  twenty  per  cent.  But  to  the  buying  public  it  looks  far  more. 

Some  men  endeavor  to  attract  attention  to  their  business  by  making  themselves 
remarked  by  their  personal  peculiarities.  A  well-known  hatter  in  an  eastern  city  wore, 
year  in  and  year  out,  a  bell-crowned  silk  hat  of  pronouncedly  antique  construction.  Every- 
one wanted  to  know  who  he  was,  and  his  hat  became  a  standing  advertisement  of  his  busi- 
ness. A  furnisher  always  wore  vests  of  startling  construction  and  color  effects.  A 
famous  rubber  dealer  was  a  well-known  first-nighter,  always  occupying  the  most  con- 
spicuous box  in  the  house,  making  offerings  of  the  largest  bouquets  to  the  actresses,  and 
invariably  hissing  when  the  audience  applauded.  Being  known  as  a  startling  nuisance, 
his  business  became  well  known  also.  The  public  has  little  patience  with  such  forms  of 
advertisement  nowadays.  The  motive  is  too  apparent,  and  sensible  men  are  disgusted 
at  the  lack  of  self-respect  that  leads  a  man  to  become  a  Merry  Andrew  for  money. 


GUESSING  AND  VOTING  CONTESTS  151 

CHAPTER    XXIX 

GUESSING  AND  VOTING  CONTESTS 

SOME  merchants  would  allow  a  good  business  to  slowly  dwindle  down  and  die  before 
they  would  tutu  their  minds  to  a  voting  or  guessing  contest.  These  merchants 
class  the.se  innocent  schemes  as  gambling,  and  without  thought  cast  them  aside. 
If  this  was  the  result  of  religious  principles  it  would  be  excusable',  but  it  is  usually  because 
they  are  too  deeply  in  the  "rut  "  of  routine'  that  this  is  so. 

Among  the  best  of  schemes  that  can  be  used  to  revive  a  dying  business  or  turn  a  dull 
season  into  a  busy  one,  is  a  voting  or  guessing  contest.  These  contests  awaken  interest 
in  the  store  holding  them  and  might  often  be  used  to  avert  disaster. 

The  success  of  any  scheme,  whether  a  voting  or  guessing  contest,  depends  largely 
upon  the  publicity  given  to  it.  No  matter  what  the  scheme  a  merchant  decides  to  use, 
unless  it  is  well  advertised  it  will  prove  a  failure.  People  must  know  that  the  scheme 
exists  or  they  will  not  have  a  chance  to  participate  in  it. 

Guessing  how  many  beans  in  a  bottle;  how  many  seeds  in  a  pumpkin;  how  many 
votes  will  be  cast  in  some  election;  when  a  clock  or  a  watch  will  stop;  how  long  a  huge 
candle  will  burn,  and  others  of  this  kind,  are  familiar  schemes  for  attracting  attention  and 
trade.  (Juessing  contests  of  this  order  are  so  familiar  that  they  hardly  require  any 
explanation. 

There  are  a  great  many  ways  of  conducting  these  contests,  however,  and  each  way 
may  be  considered  good  to  attain  certain  results.  Providing  a  merchant  merely  wishes 
to  secure  a  go<xl  mailing  list,  and  incidentally  to  have  people  visit  his  store  so  that  they 
can  be  shown  around  and  made  familiar  with  it,  a  guessing  scheme  with  no  other  condi- 
tions than  the  one  causing  them  to  visit  the  store  to  make  their  guess  on  cards  provided 
for  that  purpose,  is  necessary. 

If  the  scheme  is  meant  to  liven  up  trade  during  a  dull  season,  the  main  condition  should 
be  the  purchase  of  some  article  or  articles  of  a  certain  value.  For  this  purpose  the  fol- 
lowing method  is  perhaps  the  best: 

A  number  of  prizes  are  offered  to  the  persons  making  the  best  guesses.  A  coupon  is 
issued  for  every  purchase  amounting  to,  let  us  say,  .50  cents;  two  coupons  for  a  $1  pur- 
chase: three  coupons  for  a  purchase  amounting  to  $1.50,  etc.,  the  larger  the  purchase  or 
the  greater  the  number  of  purchases,  the  more  chances  of  guessing  the  customer  has. 
Each  coupon  is  printed  and  numbered  in  duplicate.  The  customer  writes  his  name  and 
address,  and  guess,  on  one  part  of  the  coupon,  detaches  it  and  drops  it  into  a  convenient 
receptacle  provided  for  that  purpose.  The  other  coupon  with  a  similar  number  upon 
its  face  is  retained  until  the  contest  is  over  and  is  used  for  purposes  of  identification. 

When  the  time  limit  for  guessing  has  passed,  some  prominent  man  or  a  number  of 
men  are  requested  to  act  as  judges  and  make  the  awards. 

Guessing  contests  should  not  run,  as  a  usual  thing,  any  longer  than  a  month.  Good 
results  rarely  ever  attend  a  contest  that  runs  so  long  that  the  first  participants  lose  all 
interest  in  it.  Some  schemes  of  this  nature  have  run  three  months  and  been  attended 
with  good  results,  but  these  have  invariably  been  contests  where  the  prizes  run  up  into 
greater  values  than  usual.  A  contest  for  an  automobile  should  run  for  three  or  four 
months  successfully.  A  contest  for  a  $5  gold  piece  would  not  run  more  than  a  month 
and  interest  be  kept  up  in  it.  When  prizes  of  small  or  moderate  value  are  offered  it  is 
far  better  to  have  three  contests  in  three  months  than  to  run  one  contest  three  months. 
People  are  apt  to  tire  of  waiting  for  the  results  to  be  made  known  and  forget  all  about 
it.  This,  of  course,  is  not  desired,  because  the  scheme  is  to  keep  up  the  interest  of  a 
great  many  people  in  the  store. 


152  HOW  TO  ADVERTISE  A  RETAIL  STORE 

When  a  date  is  set  for  closing  a  contest  it  should  never  be  closed  at  an  earlier  date. 
Trouble  is  sure  to  follow,  and  many  will  consider  that  they  have  been  cheated  out  of  a 
chance  to  guess,  even  though  they  had  never  had  any  definite  intentions  of  guessing  at 
first.  The  time  may  be  extended,  if  for  any  reason  it  is  deemed  necessary,  but  should 
not  extend  far  over  the  original  date. 

Such  contests  as  these  are  always  productive  of  good  lists  of  names  which  should  be 
classified  as  carefully  as  possible  and  used  in  rirrulari/ing.  These  names  represent  per- 
sons who  have  bought  goods  at  least  once  in  the  store  and  should  produce  belter  results 
from  circular  letters  than  names  selected  from  among  strangers  to  the  store. 

New  forms  of  guessing  contests  are  being  devised  every  day  by  progressive,  energetic 
and  enterprising  merchants.  The  best  of  these  usually  ncnve  notice  in  the  ntailers' 
own  papers,  the  trade  journals  of  the  country. 

A  large  variety  of  different  schemes  are  given  in  a  succeeding  chapter  of  this  book. 
Most  of  them  can  be  adapted  to  any  business  of  any  si/e.  in  any  place. 

It  is  always  desirable  that  a  scheme  of  any  nature  should  be  presented  in  a  new  char- 
acter. Guessing  contests  have  been  held  in  almost  every  town  and  city  in  the  I'liion, 
but  the  same  scheme  can  be  presented  in  a  new  dress  and  receive  as  much  attention  from 
the  public  as  ever. 

For  instance,  one  merchant  offers  a  prize  of  $10  for  the  nearest  guess  to  the  number 
of  seeds  in  a  pumpkin  displayed  prominently  in  his  window.  This  can  l>e  varied  and 
improved  upon  by  following  the  method  of  another  merchant.  He  pr<><  UK  d  a  large  num- 
ber of  new  pennies  and  heaped  them  in  his  window  and  offered  them  for  the  nearest 
guess  made  of  their  number. 

Another  merchant  offered  a  Shetland  ponv  to  the  bov  or  girl  who  guessed  nearest  its 
weight.  The  same  contest  could  !><•  varied  bv  offering  a  guess  as  to  its  bc.-t  time  in  driving 
from  one  place  to  another.  By  varying  guessing  and  voting  >ehcmes  in  this  manner  new 
interest  is  added  to  old  schemes. 

A  voting  contest  is  conducted  on  very  similar  lines  to  the  guessing  content.  For 
instance,  Brown,  the  shoeman,  advertises  that  he  will  send  the  most  popular  school 
teacher  on  a  four  weeks'  vacation,  paying  all  expenses  of  board  and  railway  fare.  The 
teacher  receiving  the  largest  number  of  votes  to  be  adjudged  the  most  popular.  If  the 
teachers  enter  into  the  contest  in  friendly  rivalry  llrown  will  be  besieged  by  their  fiiends 
wanting  footwear.  Each  ."»()  eenls  on  each  purchase  representing  a  vote,  many  will  pur- 
chase higher  price  shoes  than  usual.  Then  there  are  the  school  children,  \\ilh  them 
working  for  the  different  teachers  it  can  easily  he  seen  that  Brown  will  have  plenty  of 
business  to  do.  Besides  the  direct  bu>iness  to  be  obtained  there  is  the  constant  adver- 
tising that  is  going  on.  One  will  say:  "Why  don't  you  go  to  Brown's  for  your  shoes;'  1 
got  these  there  and  they  are  perfectly  satisfactory  in  every  respect."  That  recom- 
mendation, in  its  various  wordings  and  manner  of  expressing  it.  means  good  adver- 
tising. 

But,  on  the  other  hand,  if  the  voting  between  two  teachers  is  close,  and  a  little  spark  of 
jealousy  is  allowed  to  creep  in.  Brown's  bed  will  not  be  always  of  roses.  Usually  when 
there  is  strictly  no  favoritism  shown  by  a  merchant  he  need  fear  no  dissension.  If  it 
should  enter  into  the  contest  he  should  ignore  it  entirely. 

Here  is  a  case  in  point :  A  merchant  in  one  city  offered  an  organ  as  a  prize  to  the  church 
that  should  secure  the  largest  "number  of  votes.  The  congregations  and  their  friends 
threw  all  the  trade  his  way  they  could  so  as  to  register  their  votes.  He  reaped  a  harvest 
through  his  enterprise.  Another  merchant  in  another  city  hearing  of  it  made  a  similar 
offer  to  the  churches  in  his  city.  Unfortunately  for  him  there  had  been  open  rivalry 
between  the  two  churches  (there  were  but  two  churches  in  the  town)  and  when  the  offer 
was  made  known  each  congregation  set  in  to  win  the  organ  or  die  in  the  attempt.  At 
first  everything  seemed  to  run  along  nicely,  and  the  merchant  did  a  large  business.  Many 
goods  were  purchased  and  laid  away  for  future  use.  But  towards  the  end  of  the  contest 
the  losing  congregation  began  to  murmur  "fraud"  and  other  remarks  equally  uncompli- 
mentary to  the  merchant  were  uttered.  He  tried  to  defend  himself  and  at  last  gave  each 


GUESSING  AND  VOTING  CONTESTS  153 

church  an  organ  of  equal  value.  This,  instead  of  pleasing  all  parties,  only  made  the 
t'ciul  the  stronger.  In  the  end  the  merchant  sold  out  and  moved  away. 

This  is  an  extreme  ease,  hut  it  shows  how  careful  the  merchant  should  be  in  selecting 
and  conducting  these  contests  and  schemes.  It  must  fit  harmoniously  into  the  local 
conditions  and  surrounding  circumstances  or  there  is  sure  to  be  a  jarring  note  heard 
somewhere. 

Another  kind  of  contest  is  that  in  which  the  contestants  have  to  perform  something 
to  enter  the  contest.  Prominent  among  these  is  the  ever  popular  "Ad-writing  contest." 
Most  people  think  they  can  write  advertisements  as  good  as,  if  not  better,  than  the  pro- 
fessionals. This  is  the  reason  ad-writing  contests  usually  produce  such  good  results. 
This  can  be  made  to  bring  people  into  the  store  if  the  contest  is  thrown  open  to  all  (pro- 
fessionals barred)  on  condition  that  the  advertisements  are  submitted  upon  special  forms 
to  be  supplied  at  the  store. 

One  of  the  oldest  schemes  of  this  character,  and  one  that  is  always  good  when  revived, 
is  the  word-building  contest.  This  contest  means  lots  of  work,  and  the  prizes  should  be 
large  in  proportion.  Most  people  know  what  it  is  to  enter  a  contest  of  this  nature,  and 
the  rewards  must  be  adequate  or  few  will  enter  the  contest.  When  the  contest  is  made 
for  school  children,  the  age  limit  being  about  sixteen  years,  the  prizes  need  not  be  very 
large  to  awaken  considerable  interest.  The  lists  of  words  submitted  will  be  shorter,  and 
consequently  the  contestant  will  be  well  paid  in  receiving  a  smaller  prize. 

The  Columbine  Music  Company,  Pueblo,  Colo.,  held  a  contest  of  this  nature  a  few 
years  ago.  We  reproduce  their  advertisement  of  the  contest  which  gives  explicit  direc- 
tions to  the  contestants: 

THIRTY-FIVE  HUNDRED  DOLLARS 

ABSOLUTELY   GIVEN   AWAY! 

A  contest  of  interest  for  both  grown  folks  and  children — such  gifts 
as  these  never  before  offered  in  this  part  of  the  country.  For  the  purpose 
of  encouraging  and  stimulating  greater  interest  in  music — with  all  its  refin- 
ing home  influences — we  have  determined  upon  an  offer  which  will  not  only 
accomplish  the  object  desired,  but  will  also  bring  to  us  the  gratitude  of  all 
who  take  part  in  this  great  contest.  The  name  of  the  Columbine  Music 
Co.  has  become  a  household  word  throughout  this  part  of  the  country,  and 
our  determination  to  continue  it  so  has  resulted  in  the  following  remarkable 
offer:  See  how  many  words  can  be  made  out  of  the  letters  in  the  name 
"Columbine  Music  Co." 

The  person  making  the  greatest  number  of  words  will  be  given  a  $500 
new  high-grade  upright  piano  absolutely  free.  The  next  ten  highest  answers 
will  entitle  the  successful  contestants  to  a  credit  certificate  of  $150  on  another 
piano — just  like  the  one  offered  as  first  prize — or  on  any  other  new  piano  in 
our  warerooms.  The  next  twenty  highest  answers  will  entitle  the  successful 
contestants  to  a  credit  certificate  of  $75  on  a  piano  the  same  as  the  foregoing. 
Should  a  successful  contestant  already  have  a  piano,  or,  not  being  able  to 
pay  balance  on  purchase  price,  the  certificate  so  held  may  be  transferred 
to  a  less  fortunate  contestant,  when  indorsed  by  us,  and  not  only  will  such 
certificate  be  accepted  by  us  as  so  much  cash  on  a  piano,  but  satisfactory 
terms  can  be  arranged  with  us  for  time  payments  on  balance  of  purchase 
price.  The  following  rules  will  govern  the  contest:  The  sole  conditions 
are  that  the  words  must  be  confined  to  the  letters  in  our  name,  "  Columbine 
Music  Co."  Do  not  use  the  full  word  "Company',"  only  its  abbreviation, 
"Co."  The  name  "Columbine  Music  Co."  counts  for  three  words.  No 
foreign  words  or  proper  names  will  be  allowed.  Use  only  such  English 
words  as  are  found  in  any  standard  American  dictionary.  No  word  shall 
be  used  twice.  No  letters  shall  be  used  twice  in  the  same  word  unless  they 


154  HOW  TO  ADVERTISE  A  RETAIL  STORE 

appear  more  than  once  in  "Columbine  Music  Co.,"  but  not  oftener. 
Arrange  all  answers  in  alphabetical  order,  beginning  with  the  letter  "A." 
State  whether  or  not  you  have  a  piano  or  organ.  This  is  for  the  purpose 
of  enabling  us  to  know  how  many  homes  there  are  in  this  part  of  the  country 
without  instruments.  Sign  full  name  and  address.  The  contest  is  open 
to  all  excepting  those  who  live  along  the  line  of  railroads  north  of  Colorado 
Springs.  In  case  two  or  more  contestants  tie  for  first  prize — a  $500  piano — 
then  each  shall  receive  a  pro  rata  certificate  good  for  his  or  her  portion  of  the 
$500  certificate  and  which  will  be  accepted  by  us  as  part  payment  on  a  simi- 
lar piano — or  any  Other  new  piano  in  our  store.  In  this  offer,  which  means 
the  giving  away  of  $.'J,500,we  wish  it  distinctly  understood  that  the  successful 
contestants  shall  have  the  opportunity  of  selecting  from  our  regular  line 
of  instruments— which  comprises  the  very  best  makes  of  pianos  in  the  world 
— any  desired  piano  in  our  wareroom. 

For  children,  a  "drawing"  or  "writing"  contest  is  likely  to  produce  as  much  interest 
as  anything.  The  number  of  prizes  should  be  as  great  as  possible,  even  if  they  have  to 
be  made  of  but  little  value.  The  more  children  who  receive  prizes  the  better  the  store 
will  be  advertised  in  the  home. 

It  is  always  advisable  to  have  the  best  exhibits  shown  in  the  window.  Proud  fathers 
and  mothers  will  then  talk  about  the  store,  too,  and  as  that  is  practically  all  such  a  scheme 
is  likely  to  produce  it  is  well  to  secure  all  of  it  one  can. 

A  Western  advertising  man  hit  upon  a  good  plan  to  have  his  advertisements  read. 
He  offered  prizes  for  the  largest  number  of  his  advertisements  in  which  a  certain  phrase 
would  occur.  He  also  announced  that  in  each  advertisement  it  would  occur  at  least 
twice.  It  was  thus  necessary  to  read  the  advertisement  through  to  see  how  many  times 
the  phrase  appeared. 

The  contest  ran  for  three  weeks.  Every  subscriber  of  the  several  papers  used  by  the 
merchant  would  read  and  clip  each  advertisement  as  it  appeared  for  someone  who  was 
collecting  them.  During  this  six  weeks*  contest  the  advertising  man  made  special  offer- 
ings, that  being  read  as  they  were  by  all  readers  of  the  papers,  produced  the  biggest 
business  the  firm  had  ever  known. 

WARNING 

(;M:SSI\<;  CONTKSTS  in  I.KD  orr 

By  a  recent  ruling  of  the  Post  Office  department,  guessing  contests  of  a  certain  class 
have  been  barred  from  the  mails.  This  rule  embraces  all  contests  that  are  dependent 
upon  chance  rather  than  skill.  For  instance,  under  this  head  would  come  contests  for 
guessing  the  number  of  beans  in  a  glass  jar;  guessing  the  majority  of  a  candidate  in  an 
election,  or  the  attendance  at  the  World's  Fair.  While  there  is  some  judgment  necessary 
in  contests  of  this  kind,  they  depend  for  the  most  part  upon  chance  in  hitting  upon  the 
exact  number.  In  the  future  all  matter  pertaining  to  them  will  be  precluded  from  the 
mails. 

This  does  not  mean  by  any  means  that  the  merchant  may  not  conduct  guessing  con- 
tests— it  only  prohibits  him  from  advertising  them  in  newspapers  or  circulars  that  are 
to  be  sent  through  the  mails. 

The  number  of  schemes  that  would  not  come  under  this  ruling  are  legion,  and  any 
merchant  can  find  many  to  fit  his  business  that  can  be  properly  advertised  in  the  papers. 
If,  however,  he  has  any  doubt  about  the  scheme  violating  this  ruling,  he  should  submit 
it  to  the  Post  Office  department  and  get  a  special  ruling  upon  it  before  deciding  to  use  it. 


DRAWING  CONTESTS  155 


CHAPTER  XXX 


A  PERIODICAL  drawing  contest  will  liven  up  the  deadest  business.  If  it  is  con- 
ducted squarely  and  openly  there  can  be  no  fault  found  with  it.  If  the  prizes 
off e ret  1  arc  generous  and  liberal  the  winners  will  be  satisfied. 

The  advertising  value  of  ft  periodical  drawing  is  good.  Each  participant  in  the  draw- 
ing becomes  an  advertiser  for  it.  And  as  the  public  must  purchase  goods  to  enter  the 
drawing,  the  gcxxls  themselves  are  advertised. 

The  periodical  drawing  is  something  like  an  endless  chain  affair.  The  holders  of 
winning  tickets  may  be  depended  upon  to  talk  incessantly  about  it.  The  holders  of 
losing  tickets,  seeing  the  successful  ones  satisfied,  are  anxious  to  secure  numbers  for  the 
next  drawing.  To  obtain  these  numbers  or  tickets  they  must  make  further  purchases. 
So  it  goes  on. 

A  Providence  (R.  I.)  shoe  house  holds  weekly  drawings  in  which  four  pairs  of  shoes 
are  given  as  pri/es  each  week.  When  a  sale  is  made  the  salesman  asks  the  name  and 
address  of  the  purchaser,  at  the  same  time  telling  him — or  her — to  retain  the  sales  slip, 
which  contains  a  number.  Numbers  corresponding  to  these  are  made  out  and  divided 
into  four  lots,  vix.,  those  for  purchasers  of  men's,  women's,  boys'  and  girls'  shoes  respec- 
tively. Each  of  these  lots  is  publicly  placed  in  a  box,  well  shaken,  and  a  number  drawn. 
The  persons  holding  the  four  winning  numbers  are  entitled  to  a  prize  of  a  well-known 
brand  of  shoe.  I'iir<-ha>ers  of  men's  shoes  have  a  chance  to  win  a  pair  of  men's  shoes; 
purchasers  of  women's  shoes  have  a  chance  to  draw  a  pair  of  women's  shoes,  etc. 

This  is,  and  has  been  for  some  time,  a  regular  feature  of  this  store,  and  has  proven 
very  successful  in  making  the  name  of  the  particular  shoe  advertised  better  known  than 
any  other  plan  could  have  done. 

This  periodical  drawing  can  be  carried  out  in  a  little  different  way  in  a  small  town,  or 
even  in  a  large  city  if  the  store  is  a  large  one.  The  plan  used  above  is  carried  out  with 
the  exception  that  the  winner  of  the  prizes  must  be  present  at  the  drawing.  When  this 
plan  is  followed  it  creates  a  great  deal  of  excitement,  draws  crowds  to  the  store  operating 
the  scheme  and  clearly  shows  that  the  contest  is  open  and  above  board. 

When  this  latter  way  of  drawing  is  conducted  the  party  drawing  the  numbers  continues 
to  draw  until  numbers  are  drawn  that  some  one  present  holds. 

This  scheme  could  be  modified  so  as  to  have  a  drawing  but  once  a  month  and  the  num- 
ber of  prizes  increased.  The  drawing  could  then  take  place  in  some  public  hall.  A 
short  program  of  music  and  songs  might  be  added  to  further  attract  the  crowds,  not  only 
of  ticket  holders  but  of  those  who  do  not  hold  tickets. 

In  some  communities  a  drawing  contest  might  be  looked  upon  as  merely  a  species  of 
gambling.  When  this  is  the  case,  or  where  the  retailer  thinks  it  might  be  the  case,  he 
can  follow  a  plan  modeled  somewhat  on  the  following  scheme: 

Let  him  procure  a  glass  box  that  locks  with  a  key.  In  this  he  may  place  whatever 
sum  of  money  he  desires  to  give  away,  in  plain  sight  of  all.  He  can  then  procure  500  or 
1,000  keys  similar  to  the  one  that  locks  the  box,  but  that  will  not,  and  give  one  key  away 
with  each  purchase.  On  a  given  date  all  those  who  have  keys  may  try  to  unlock  the  box 
and  the  one  holding  the  key  that  does  takes  the  prize. 

This  scheme  may  be  carried  out  in  a  great  many  ways,  and  the  prizes  may  be  money, 
a  parlor  suite,  or  anything  else.  There  may  be  several  keys  that  fit  the  lock  and  there  may 
be  a  number  of  prizes  to  correspond  with  these  keys.  The  first  one  to  open  the  lock  takes 
the  first  prize,  the  second  one  who  is  able  to  open  the  box  takes  the  second  prize,  etc., 
until  the  prizes  are  all  awarded. 


156 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


The  key  scheme  was  worked  by  another  firm  in  this  way:  They  had  a  common  door 
fitted  over  their  safe  door,  and  sent  out  three  thousand  cards  with  keys  attached.  The 
tag  read :  " Five  dollars  in  gold  for  $1 .  Bring  this  key  to  Bien  Bros.'  store,  open  the  lock 
in  their  safe  and  you  will  be  entitled  to  $5  in  gold.  The  condition  is  that  you  must  make 
a  puchase  before  testing  your  key."  Some  of  these  were  distributed  in  the  homes  in 
the  city,  while  the  balance  were  mailed  to  farmers  in  the  .vicinity. 

There  were  ten  keys  in  the  lot  that  would  fit  the  lock,  and  as  each  key  was  tried  and 
found  to  open  the  lock  the  holder  was  given  five  dollars.  The  condition  that  a  purchase 
must  be  made,  amounting  to  at  least  one  dollar,  before  the  key  could  be  tried,  helped  the 
firm  to  make  the  scheme  self-sustaining  as  well  as  get  a  lot  of  good  advertising  out  of  it. 

Here  is  another  method  of  holding  a  drawing  contest  that  is  so  cleverly  disguised  that 
no  one  would  actually  call  it  a  lottery  scheme. 

The  plan  is  to  have  a  numbered  coupon,  similar  to  the  one  that  follows,  in  one  corner 
of  the  advertising  matter  sent  out.  It  is  used  usually  in  connection  with  a  special  sale  or 
store  opening. 


Coupon  No.  3463. 

This  coupon,  if  the  number  thereon  corresponds  with  the 
number  tagged  to  any  of  the  articles  to  be  seen  in  our  window 
during  the  week  of  March  12,  1906,  entitles  you  to  that  article 
Free  of  Charge;  only  one  coupon  received  from  any  one  person. 

(Name  of  firm  and  address) 

NOTICE: — Sign  your  name  and  address  on  the  lines  below  and 
bring  the  coupon  to  us  on  our 

SPRING  OPENING  DAY       . 
Thursday,  March  21.  11)07. 

On  that  day  the  numbers  selected  by  a  committee  will  be  placed 
on  the  articles,  and  if  your  coupon  bears  the  number  on  any  of 
them  that  article  is  yours,  free  of  any  cost. 

Name 

Street 

Town.. 


The  object  of  this  contest  is  to  draw  people  to  the  store,  and  is  usually  successful  in 
making  many  new  customers. 

A  great  many  schemes  have  been  tried  for  the  purpose  of  getting  the  customers  of 
the  store  working  among  their  friends  in  favor  of  the  store.  This  is  done,  of  course, 
by  the  offer  of  liberal  prizes.  One  of  the  best  of  these  was  conducted  by  a  Dayton  firm. 
The  Merchants'  Record  and  Show  Window  describes  this  scheme  in  detail  in  its  Novem- 
ber, 1905,  number,  as  follows: 

"Willner  Bros.  &  Co.,  Dayton,  Ohio,  have  just  concluded  an  auto  car  contest  for 
boys.  The  prize  was  a  'boy-power'  auto,  made  in  imitation  of  the  large  machines. 
It  was  quite  an  expensive  machine,  with  ball  bearings,  cushion  tires,  upholstered  seats, 
and  many  other  points,  making  it  very  desirable  from  a  boy's  point  of  view.  The  adver- 
tisement showed  a  cut  of  the  machine,  and  read  as  follows: 

"This  automobile  free  to  the  best  boy  hustler  in  the  city. 

"  We  want  every  boy  who  sees  this  advertisement—  no  matter  how  old 
or  how  young  he  may  be — to  come  to  Willner  Bros.'  store  and  see  this  little 
beauty  of  an  automobile. 


DRAWING   CONTESTS  157 

'"We  want  every  hoy  to  take  part  in  the  most  interesting  contest  ever 
conducted  in  this  city. 

"'It's  just  awfully  easy,  hoys,  ami  that's  all  there  is  to  it.  Come  down 
to  tin-  store.  Let  us  tell  you  all  ahout  it.  Then  you  can  start  to  work 
right  away  (it's  more  like  play  than  work)  and  maybe  you'll  show  everybody 
that  you're  the  best  hoy  hustler  here. 

"'Remember  that  every  hoy  who  takes  an  active  part  in  the  contest 
will  he  given  a  prixe.  even  if  he  doesn't  win  the  automobile.  You  have 
cveivlhing  to  gain  and  nothing  to  lose  so  come  on. 

"•WilliM-r 'Bros.    &  Co.,  1  Hi   118  Main  street.  Dayton,  Ohio. 

"'NoTK  TO  PAKKNTS—  If  you  have  the  slightest  hesitation  about  letting 
your  hoy  engage  in  this  contest,  kindly  call  on  us,  and  let  us  explain  it  to 
you  thoroughly.  Ww  will  consider  such  a  visit  a  favor.'" 

It  will  be  noted  that  the  boys  are  requested  to  call  at  the  store  for  further  particulars. 
At  the  store  they  were  given  punch  cards,  hearing  numbers  in  multiples  of  five  around  their 
edges.  These  eards  were  distributed  among  the  friends  of  the  boys,  and  whenever  a 
purchase  was  made  at  the  store  the  amount  was  punched  out  of  the  card  and  credited 
to  the  boy  to  whom  the  card  was  issued.  Serial  numbers  on  the  cards  served  as  a  check 
on  the  hoys  they  belonged  to.  %To  the  boy  whose  cards  were  credited  with  the  greatest 
amount  in  sales  the  auto  car  was  given.  The  other  contestants  were  each  given  a  small 
consolation  pri/e. 

This  scheme  could  he  carried  out  with  a  ponv  for  a  prize,  or  even  a  handsome  sleigh 
if  the  scheme  is  undertaken  in  winter.  A  huge  doll  would  serve  to  set  the  girls  working 
in  a  similar  manner. 

Sensational  .schemes,  as  a  rule,  are  not  successful,  and  are  better  left  alone  by  the 
retailer.  There  are  schemes,  however,  of  a  highly  sensational  nature  that  sometimes 
prove  winners.  These  are  usually  affairs  of  the  moment,  and  must  be  taken  advantage 
of  at  that  time  or  not  at  all.  If  there  is  time  enough  to  deliberate  over  and  plan  the  thing 
out,  from  beginning  to  ending,  there  is  time  enough  to  let  it  alone.  A  country  retailer 
hit  upon  an  ingenious  scheme  to  advertise  his  business.  A  circus  was  billed  to  appear 
in  his  town,  and  it  happened  that  after  the  performance  was  over  a  breakdown  on  the 
railroad  delayed  the  company  for  a  day.  In  front  of  the  merchant's  store  there  were  a 
couple  of  dead  trees  that  he  wished  removed.  He  saw  the  manager  of  the  circus,  hired 
two  elephants,  and  had  them  driven  to  the  store,  where  they  were  chained  to  the  trees, 
which  they  easily  uprooted — a  job  that  two  men  could  just  as  quickly  have  done.  Result — 
an  enormous  crowd ,  long  notices  in  the  news  columns  of  the  county  and  state  papers,  endless 
discussion  in  every  household,  crowds  floe-king  in  to  see  the  hole  made  by  the  beasts,  and 
an  event  added  to  the  town's  annals  that  linked  the  merchant's  name  indissolubly  with 
the  community. 

Compare  that  scheme  with  that  of  a  man  eating  soapsuds  in  a  druggist's  window. 
The  former  was  clean  and  legitimate,  but  the  latter  was  sensational  and  vulgar.  Both 
drew  crowds,  but  only  the  country  merchant  reaped  success  from  his  scheme. 

The  Chicago  Journal  gives  us  the  following  under  the  title,  "Chicago  Monstrosities:" 

"The  'sandwich  man'  is  being  gradually  crowded  out  of  Chicago.  He  is  too  tame. 
People  never  stop  nowadays  to  look  at  the  signs  he  carries,  and  his  place  has  been  largely 
taken  during  the  last  few  years  by  the  'character  artist.'  One  of  the  first  to  make  his 
appearance  was  a  man  on  six-foot  stilts,  who  stops,  blows  a  trumpet,  adjusts  a  tripod, 
and  pretends  to  take  a  picture  in  a  crowded  street.  As  the  crowd  reaches  a  satisfactory 
size  he  draws  from  the  camera  a  banner  advertising  a  cigar." 

The  article  goes  on  to  describe  the  "wild  Indian,"  the  "Rube,"  and  several  other 
"curiosities"  from  the  side  show. 

Perhaps  the  scheme  that  showed  the  worst  taste  was  the  one  in  which  "Uncle  Sam" 
in  typical  costume — high  hat,  dress  suit,  "high-water  trousers"  and  all,  in  red,  white  and 
blue — carried  about  a  dummy  Spaniard,  which  he  kicked  all  over  the  sidewalk  and  street. 


158  HOW  TO  ADVERTISE  A  RETAIL  STORE 

The  street  gamins  were  allowed  to  participate  in  the  "  licking"  and  right  heartily  did  they 
enter  into  the  sport.  When  a  crowd  had  been  attracted  an  advertising  banner  was  pro- 
duced. This  sensational  form  of  advertising  is  frowned  down  upon  by  all  sensible  per- 
sons, and  the  merchant  indulging  in  it  is  very  sure  to  lose  more  trade  than  he  can  gain. 


CHAPTER  XXXI 

SCHEMES  THAT  HAVE  BROUGHT  BUSINESS 

THE  schemes  given  in  this  chapter  have  been  clipped  from  various  sources.     Nearly 
every  one  of  them  can  be  adapted  to  any  particular  business.     Some  an-  such 
as  require  but  little  or  no  preparation,  while  others  require  much  consideration 
and  planning  to  inaugurate.     All  have  been  successfully  used  by  live  up-to-date  firms 
who  have  proved  their  usefulness  in  drawing  customers  to  their  stores.     None  are  copy- 
righted, so  that  any  merchant  may  use  any  or  all  of  them  freely  if  he  wishes. 

FRKE  INSURANCE  POLICIES 

Fortner,  Bunt  &  Co.,  tailors  and  men's  furnishers,  Yonge  street,  Toronto,  gave  an 
accident  insurance  policy  for  $."500  with  every  $10  purchase  in  their  tailoring  department. 
After  the  scheme  had  been  running  for  two  weeks  Mr.  Fortner  said  that  he  could  trace 
definite  results  to  it,  and  he  found  that  all  his  customers  were  interested  in  it,  and  asked  for 
it  with  their  purchases. 

These  accident  policies  can  be  procured  for  mere  nominal  figures  from  companies 
making  a  specialty  of  low  premium  accident  insurance. 

* 

WAGON  LOADS  OF  WOMEN 

Valleau  &  Co.,  Crawford,  Okla.,  offered  a  three-dollar  hat  to  the  farmer  bringing 
the  greatest  number  of  women  in  one  wagon  to  their  store  by  noon  on  one  of  the  days 
during  a  special  sale  which  they  conducted  recently. 

This  scheme  can  be  used  weekly  or  monthly,  the  object  being  to  bring  people  direct 
to  the  store  door  and  make  them  acquainted  with  its  locality. 

CAR  FARE  PAID 

Johns  Clothing  House,  Racine,  Wis.,  recently  closed  out  their  business  in  that  place 
and  moved  to  Kenosha,  Wis.  They  advertised  that  to  all  customers  living  in  Racine 
who  would  come  to  Kenosha  to  trade  they  would  pay  all  expenses  to  and  from  the  latter 
city. 

This  scheme  of  paying  railway  fares  to  customers  from  near-by  cities  and  towns  is  a 
good  one  and  should  be  a  feature  of  most  stores  all  the  time. 

i 
POSTAL  CARD  COMPETITION 

C.  R.  May,  Hedrick,  Iowa,  held  a  postal  card  competition,  offering  a  prize  to  the 
person  who  would  write  "May  sells  Walk-Over  shoes"  the  greatest  number  of  times  on 
a  common  postal  card.     The  winner  wrote  the  sentence  940  times.     He  reports  the  com-  \ 
petition  as  very  successful  as  a  mode  of  advertising  his  store  and  the  Walk-Over  shoes. 

This  scheme  is  an  old  one,  but  one  always  calculated  to  arouse  much  interest.  Direct 
sales  are  not  expected  from  it,  but  it  is  a  good  one  for  popularizing  a  store. 


SCHEMES  THAT  HAVE  BROUGHT  BUSINESS  159 

GIFTS  TO  CHURCH  SOCIETIES 

NYarrcn  M.  Crosley  &  Co.,  Topeka,  Kan.,  used  this  scheme  successfully: 
"This  store  will  give  one  hundred  dollars  as  a  Thanksgiving  offering  to  the  church 
societies  of  Topeka.  and  we  want  our  customers  to  vote  who  shall  have  it.  The  hundred 
dollars  to  he  divided  this  way:  $50.00  to  the  church  society  receiving  the  highest  number 
of  votes;  $25.00  to  the  church  society  receiving  the  next  highest  number  of  votes;  $15.00 
to  the  church  society  receiving  the  next  highest  number  of  votes;  $10.00  to  the  church 
society  receiving  the  next  highest  number  of  votes.  You  can  vote  once  for  every  half 
dollar  purchase  made  of  us  during  our  fourteenth  Thanksgiving  sale.  The  voting  merely 
decides  how  this  money  shall  be  distributed,  and  we  think  it  better  to  give  the  societies 
the  benefit  rather  than  spend  the  money  in  other  advertising  channels.  The  votes  will 
be  deposited  in  a  regular  ballot  box,  sealed  until  November  25th.  when  a  committee  from 
the  societies  will  open  it,  count  the  votes,  and  name  the  successful  societies.  It  has  been 
suggested  to  us  that  the  ladies  concentrate  their  efforts  on  one  society  in  each  church." 

WORD-BUILDING  CONTEST 

A  leading  wholesale  shoe  firm  of  this  country  is  making  use  of  a  guessing  contest  to 
advertise  il>  products.  It  advertises  that  a  pair  of  shot's  will  be  given  free  to  one  person 
out  of  every  one  hundred  who  sends  in  the  largest  list  of  words  that  can  be  made  from 
the  letters  contained  in  the  firm's  trademark.  No  letter  can  be  used  twice,  unless  it 
occurs  twice  in  the  trademark.  This  form  of  advertising  is  becoming  ancient,  but  that 
it  is  still  effective  is  demonstrated  by  the  hundreds  of  lists  of  names  submitted  daily  to 
the  shoe  firm.  Each  prize  winner  is  sent  a  coupon  which  entitles  him  to  a  pair  of  shoes 
at  any  one  of  the  stores  which  handle  the  output  of  this  firm.  Of  course,  the  manufac- 
turers reimburse  the  shoe  dealer  who  gives  a  pair  of  shoes  for  one  of  their  coupons.  The 
contest  is  well  advertised  in  the  newspapers,  and  it  creates  a  demand  for  that  make  of 
shoe,  thus  helping  the  dealer  as  well  as  the  manufacturer. 

A  TOPSY  CONTEST 

Scott  &  Company,  Carbondale,  Pa.,  had  a  contest  which  might  be  adopted  by  any 
merchant.  They  called  it  a  Topsy  contest,  and  with  every  purchase  of  50  cents  a  Topsy 
ticket  was  given,  which  was  to  be  filled  out  with  the  name  and  address  and  a  guess  at  the 
number  of  pairs  of  Topsy  hosiery  which  the  firm  would  sell  from  July  1st  to  December 
25th.  The  prize  was  a  horse,  rubber  tire  buggy  and  harness,  the  whole  valued  at  $200, 
and  a  picture  of  this  rig  was  printed  on  the  back  of  each  ticket.  Well-known  gentlemen 
were  selected  as  judges  of  the  contest,  and  it  was  decided  that  if  two  or  more  persons 
made  the  estimate  that  should  win  the  rig,  it  would  be  decided  between  them  by  mutual 
agreement.  In  order  to  give  the  guessers  something  to  base  their  estimates  upon,  the 
firm  added  that  during  the  corresponding  period  for  the  previous  year  they  had  sold  4254 
pairs  of  Topsy  hosiery. 

A  GUESSING  CONTEST 

De  Young  &  Co.,  King  street,  Toronto,  placed  a  gunpowder  keg  of  coppers  in  their 
window  with  the  announcement  that  every  man  who  entered  and  left  his  name  could 
guess  at  the  number  of  coins.  The  first  one  to  guess  the  correct  number  got  the  money. 
The  barrel  was  silvered  over,  and  a  couple  of  holes  in  the  side  near  the  bottom,  out  of 
which  the  coppers  flowed,  showed  that  the  barrel  was  an  ordinary  one  without  false  bot- 
tom or  other  fake.  The  barrel  remained  in  the  window  for  a  week,  and  the  firm  claim 
it  was  a  great  success. 

The  object  of  using  such  a  scheme  is  to  secure  a  good  mailing  list  that  can  be  used 
for  circularizing.  Schemes  of  this  nature  also  help  to  make  people  acquainted  with  the 
store  who  otherwise  would  pass  it  by  every  day  without  notice. 


160  HOW  TO  ADVERTISE  A  RETAIL  STORE 

PRIZES  TO  LUCKY  PURCHASERS 

Summerfield's,  Yazoo,  Miss.,  recently  gave  away  a  $65.00  sewing  machine,  a  $35.00 
rug  and  a  $65.00  steel  range.  With  every  dollar's  purchase  a  numbered  ticket  was  given 
which  entitled  the  holder  to  participate  in  the  drawing.  On  a  specified  day  duplicate 
numbers  were  shaken  up  in  a  box,  and  the  first  number  drew  the  sewing  machine,  me 
second  the  range  and  the  third  the  rug.  They  advertised  that  if  the  person  holding  the 
lucky  number  was  not  present  the  ticket  would  be  held  thirty  days,  after  which  time  a 
new  drawing  would  take  place. 

PUZZLE  ADVERTISEMENTS 

Stewart  Brothers,  Pittsburg,  Pa.,  publish  a  puzzle  in  connection  with  their  advertise- 
ment, and  the  first  [>erson  sending  a  correct  answer  is  given  a  useful  prize,  which  differs 
each  week. 

This  scheme  not  only  populari/es  the  firm  but  it  draws  attention  to  the  firm's  announce- 
ments. Advertisements  containing  puzzles  are  eagerly  looked  forward  to.  and  while  many 
look  for  the  advertisement  for  the  purpose  of  trying  to  solve  the  puzzle  the  larger  portion 
of  them  will  read  the  advertisements  also  and  talk  about  them,  too. 

DOLLS'  SHIRTS  FREE 

There  may  be  a  hint  in  this.  The  'A.  M.  C.  I.,  Ogden,  Utah,  on  a  certain  day  an- 
nounced that  they  would  give  away  .'300  dolls'  shirts,  made  by  the  manufacturers  of  a 
certain  brand  of  underwear.  Every  little  girl  in  Ogden  was  asked  to  come  with  her 
mother,  or  some  other  grown-up  person,  bring  her  doll  and  get  a  shirt.  The  shoe  dealer 
might  distribute  dolls'  shoes  in  the  same  way. 

A  SHETLAND  PONY  FOR  BOYS  AND  GIRLS 

W.  E.  Pavis  &  Company,  Alliance,  Ohio,  offered  a  Shetland  pony  as  a  prize.  A 
ticket  was  given  with  every  sale,  and  holders  of  tickets  were  allowed  to  guess  at  the  weight 
of  the  pony,  which  was  weighed  on  a  certain  day;  and  the  nearest  guesser  of  the  weight 
on  that  day  took  the  pony,  which,  however,  was  to  be  given  only  to  a  boy  or  girl  less  than 
18  years  of  age.  All  guessers  over  that  age  had  to  make  their  guesses  in  favor  of  some 
one  within  the  age  limit. 

To  SECURE  TESTIMONIALS 

Edward  Fennell,  Havelock,  Ontario,  offered  as  a  prize  for  the  pair  of  shoes  which 
had  given  the  best  and  longest  service  a  pair  of  $5  shoes.  It  enabled  him  to  get  some 
good  stories  of  the  shoes  which  he  sold,  and  these  specimens,  left  in  the  window  with  a 
full  account  of  the  good  service  they  had  given,  made  a  most  excellent  advertisement  for 
the  store,  and  was  well  worth  the  cost  of  the  prize  paid. 

This  little  scheme  brought  forth  many  testimonials  as  to  the  wearing  qualities  of  the 
shoes  sold  by  this  firm.  Clothiers,  hatters  and  others  could  use  this  idea  as  well  as  the 
shoeman. 

A  PIANO  DEALER'S  SCHEME 

Here  is  a  good  scheme  of  a  piano  dealer.  He  advertises  that  he  wants  everybody  in 
the  city  or  country  to  find  the  number  on  their  old  piano  or  organ,  and  send  it  in  with 
name  and  address.  On  a  certain  date  the  number  of  a  new  piano  will  be  uncovered,  and 
the  person  holding  the  old  instrument  whose  number  comes  nearest  to  the  number  of 
this  new  piano  takes  the  new  one  in  exchange  for  the  old  one.  There  is  no  money  pay- 
ment required.  The  idea  is  to  advertise  the  new  make  of  piano,  and  at  the  same  time  to 
get  the  name  and  address  of  possessors  of  undesirable  instruments,  with  a  view  to  making 
a  trade  with  them  later. 


SCHEMES  THAI    HAVE  BROUGHT  BUSINESS  161 

PUMPKINS  AND  PUMPKIN  PIES 

A.  Appel    &   Company,  Rockford,  111.,  held  a  pumpkin  seed  contest.     They  offered 

cash  pri/es  for  tin-  six  largest  pumpkins,  and  one  pri/.c  for  the  ugliest  pumpkin.  A  very 
large  number  of  pumpkins  \vere  sent  in,  weighing  from  50  to  110  pounds  each.  Every 
e\l.  liitor  \\as  given  free  a  ticket  entitling  him  to  a  dinner.  After  the  pumpkins  had  been 
weighed  ;iinl  pri/e>  awarded,  a  guessing  contest  was  started,  the  prizes  being  shoes  at 
$.'{.50.  £-,'.. "id  an<l  *-,'  a  pair,  to  the  ones  who  guessed  the  nearest  to  the  correct  number  of 
seeds  in  the  biggest  pumpkin.  Two  weeks  later  a  pumpkin  pie  contest  was  held,  offering 
pri/.es  to  servants  or  cook  maids  of  the  city,  pri/es  being  given  for  the  best  pies.  Each 
pie  received  at  the  store  was  purchased  b\  the  concern  at  10  cents.  There  were  thirteen 
cash  pri/es  awarded  in  this  contest,  and  the  next  day  there  was  a  free  distribution  of 
pies  to  the  ne\\ -boys  of  the  city.  The  scheme  was  a  most  successful  one,  and  resulted 
in  a  large  amount  of  good  advertising  for  the  firm. 

FKI.I:   I'noTocKAi'iis 

Here  is  another  good  idea:  The  Brooks  Clothing  Company,  Simcoe,  Ont.,  announce 
that  they  will  give  a  cabinet  photo  of  himself  to  every  boy  who  buys  a  suit  of  clothes  from 
them,  the  photo  to  be  taken  showing  the  boy  with  his  new  clothes  on. 

Arrangements  were  made  with  a  photographer  who  agreed  to  take  these  photos  at  a 
merely  nominal  figure.  The  scheme  advertised  the  photographer's  studio  as  well  as  the 
clothier  and  at  the  same  time  brought  him  in  handsome  returns,  for  nearly  every  one 
wanted  more  than  the  one  photograph  and  usually  ordered  a  dozen  at  the  regular  rates. 

MUTILATED  COINS 

A  Missouri  grocer  took  three  new  silver  coins — a  dime,  a  quarter  and  a  half-dollar — 
and  stamped  his  initials  on  each  one.  He  then  put  these  in  circulation  through  separate 
channels.  After  a  week  he  took  liberal  space  in  the  daily  papers  and  advertised  to  give 
ten  dollars  in  gold  for  the  return  of  each  one  of  the  coins.  The  consequence  was  that  he 
hail  everybody  for  miles  around  examining  their  money.  He  claimed  that  every  time  a 
man,  woman  or  child  in  his  territory  came  into  possession  of  coins  of  this  denomination 
they  at  once  looked  for  the  initials,  and  while  doing  so  unconsciously  thought  of  his  store. 
The  rather  strange  part  of  it  is  that,  although  this -offer  has  been  made  for  nearly  a  year, 
not  one  of  the  coins  has  been  returned. 

ENCOURAGING  SPORTS 

A.  L.  Johnson  &  Co.,  Leeds,  N.  D.,  during  the  fair  recently  held  at  that  place,  offered 
a  pair  of  $5.00  shoes  to  the  baseball  player  making  the  first  score  in  a  game  played  on  the 
local  grounds. 

A  GOOD  SCHEME 

A  firm  recently  celebrated  their  thirtieth  anniversary  in  a  royal  manner.  In  their 
newspaper  advertisements  they  announced  that  they  would  give  away  in  presents  to 
their  patrons  during  the  next  thirty  days,  "a  safe  full  of  money,"  in  sums  ranging  from 
$1  to  $50.  Money  galore — crisp  new  bills  fresh  from  the  treasury — was  alluringly  dis- 
played on  small  stands  in  their  windows,  together  with  long  envelopes  printed  as  follows: 

"OUR  BIRTHDAY  GIFT 

"This  envelope  contains  money.  We  tender  you  this  gift  cheerfully,  to  show  our 
appreciation  of  your  patronage  and  support  in  helping  us  to  grow  from  a  small  store  to 
the  largest  exclusive  clothing  establishment  in  the  State." 

Every  purchaser  of  a  suit  or  an  overcoat  at  this_  store  during  the  time  specified  was 
given  one  of  these  envelopes,  sealed  and  picked  at  random  from  the  heap.  He  expe- 


162 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


rienced  the  thrill  of  the  gamester  as  to  whether  the  prize  he  drew  would  prove  to  be  an  I 
or  an  L,  as  the  size  of  the  prize  was  in  no  way  dependent  on  the  price  of  the  garment. 
Each  $500  given  away  was  divided  as  follows:  One  $50  bill,  three  $20  bills,  four  $10  bills, 
ten  $5  bills,  fifty  $2  bills,  two  hundred  $1  bills.  It  was  announced  that  $15,000  in  all 
would  be  distributed  in  this  manner.  Talk  as  you  like,  there  is  nothing  that  has  the 
pulling  power  of  money.  It  transcends  everything  else  as  a  window  attraction,  and  there 
is  small  doubt  but  what  this  scheme  brought  grist  to  the  mill. 

PACKAGE  SLIPS 

Nebe  Brothers,  Atlantic,  Iowa,  place  in  every  package  which  leaves  their  store  a  slip 
about  3  by  7  inches,  which  gives  the  customers  an  exact  idea  of  what  they  will  and  what 
they  will  not  do,  and  which  they  find  of  material  benefit  to  them.  One  side  of  the 
card  reads: 


THANK  YOU 

We  take  great  pleasure  in  thanking  you  for  'your  patronage. 
We  believe  the  goods  which  you  have  bought  of  us  will  give  entire 
satisfaction,  and  that  you  will  come  again  when  in  need  of  anything 
in  our  line.  However,  if  for  any  reason  you  are  not  perfectly  satis- 
fied with  your  purchase,  we  ask,  as  a  favor,  that  you  report  to  us  at 
once,  so  that  we  may  adjust  the  matter  to  your  entire  satisfaction. 
We  want  you  to  make  this  store  your  store.  We  want  you  to  feel 
that  when  we  show  you  a  shoe  or  recommend  an  article  you  can 
rely  upon  it.  That  makes  customers  that  bring  other  customers. 
Again  we  thank  you  for  your  trade. 

Yours  very  sincerely, 

NEBE  BROS. 


The  other  side  of  the  card  has  upon  it  the  following  "by-laws,"  which  will  be  read 
with  interest: 


1.  Our  time,  labor  and  experience,  will  be  devoted  to  catering  to 
your  requirements. 

2.  No  effort  will  be  made  to  force  a  sale.     See  that  you  are  per- 
fectly suited. 

3.  Complaints   will   be   heard   with   patience.     Our  best  judg- 
ment will  prevail  towards  rectifying  errors. 

4.  Our  advice  will  be  given  with  no  selfish  interest.     To  enlarge 
our  business,  sincerity  will  not  be  spared. 

5.  Our  warrant  will  be  given  as  a  sacred  obligation. 


A  PAIR  OF  SHOES  GIVEN  AWAY  EVERY  MONDAY 

E.  Kepler,  Peoria,  111.,  gives  away  a  pair  of  shoes  every  Monday  morning.     Eve 
body,  whether  a  customer  or  not,  is  invited  to  call  at  the  store  and  receive  a  number 
and  the  holder  of  the  right  number  gets  the  shoes  when  the  drawing  is  made. 


SCHEMES  THAT  HAVE  BROUGHT  BUSINESS  163 

A  VOTING  CONTEST 

W.  B.  McClellan,  Holliston,  Mass.,  is  running  a  bicycle  voting  contest.  Every 
ten-cent  cash  purchase  entitles  the  customer  to  one  vote  as  to  what  girl  over  twelve 
years  old  shall  receive  this  $40  bicycle.  He  publishes  every  week  a  list  showing  the 
number  of  votes  standing  to  the  credit  of  each  contestant,  and  he  finds  it  a  good  adver- 
tisement. 

A  DISPOSSESS  SALE 

Stout's  Factory  Shoe  Store,  Indianapolis,  is  running  a  "dispossess  sale"  which 
they  advertise  by  a  formidable  looking  fac-simile  of  a  legal  document,  a  writ  of  dispos- 
sess against  .lane  Oxford,  George  Oxford,  Sam  Lace  and  Mary  Lace  to  vacate  premises 
forthwith  for  non-payment  of  rent.  The  scheme  is  ingenious  and  original,  and  is 
working  well. 

CRISP  ONE  DOLLAR  BILLS  TO  CUSTOMERS 

The  Davis-Alderson  Company,  Bristol,  Tenn.,  give  to  each  customer  for  each 
fifty  cents  paid  on  account,  or  for  a  cash  purchase,  one  numbered  ticket,  keeping  the 
coupon,  which  bears  the  same  number  in  duplicate.  On  a  certain  day,  a  disinterested 
party  will  draw  out  one  of  the  retained  coupons,  and  the  holder  of  the  ticket  having 
the  corresponding  number  will  get  ten  crisp  one  dollar  bills. 

SOUVENIRS  AT  SPECIAL  HOURS 

A  department  store  in  Los  Angeles  gave  away  souvenirs  between  eight  and  nine- 
thirty  each  day  in  the  last  week  of  February.  The  souvenirs  were  given  each  day, 
and  special  sales  were  held  at  the  same  hour. 

This  is  a  good  idea  for  drawing  crowds  in  the  morning,  thus  relieving  the  congestion 
of  customers  in  the  afternoon. 

,  How  TO  WASH  A  SHIRT 

Attached  to  every  shirt  sold  by  one  firm  are  instructions  for  washing  the  garment. 
The  instructions  run  as  follows:  "To  prevent  this  shirt  from  shrinking  and  to  keep  the 
colors  bright,  wash  in  warm  water,  don't  boil,  hang  from  shoulders  and  dry  rapidly. 
Hinse  the  soap  out  thoroughly."  Information  of  so  useful  a  nature  ought  to  be  appre- 
ciated by  buyers,  and  we  trust  is  duly  respected  by  the  washerwoman. 

The  dry  goods  merchants  could  easily  use  a  little  booklet  telling  how  each  class  of 
goods  should  be  washed.  Such  information  would  be  treasured  and  the  advertisement 
lasting. 

EVERY  TWENTIETH  PURCHASE  FREE 

Eben  S.  Baird  &  Company,  Columbus,  Ohio,  advertised  to  give  away  every  twen- 
tieth purchase.  This  looks  more  than  it  really  is.  Take  your  day's  sales  and  figure 
out  just  what  it  would  have  been.  The  twentieth  sale  might  have  been  five  cents  or 
it  might  have  been  $50.  But  more  likely  it  would  have  been  an  amount  that  would 
about  equal  that  of  the  average  sale  you  made. 

TEN   DOLLARS  FOR  A  NAME 

Gabell  &  Company,  Altoona,  Pa.,  offer  a  $10  prize  for  the  best  name  for  their 
special  $3.50  shoes  for  men.  The  contest  is  open  to  all,  whether  patrons  of  the  store 
or  not. 

This  is  an  old  but  ever  interesting  scheme  that  usually  brings  forth  many  responses. 


164  HOW  TO  ADVERTISE  A  RETAIL  STORE 

GUESSING  POSTAL  RECEIPTS  • 

The  Miami  Shoe  Company,  Hamilton,  Ohio,  sent  out  in  an  envelope  a  circular 
and  estimate  blank.  This  estimate  blank  was  good  for  one  estimate  of  the  total  postal 
receipts  at  the  Hamilton  post  office1  for  the  month  of  June,  the  contest  to  close 
May  31st:  and  to  the  person  making  the  nearest  correct  estimate  the  shoe  companv 
gave  a  high-grade,  upright,  mahogany  finished  piano.  One  of  these  estimate  blanks 
was  given  with  every  fifteen-cent  purchase  at  their  store,  and  two  blanks  were  given  when 
the  purchase  was  of  Uncle  Sam  shoes.  Extra  estimate  blanks  were  sold  at  the  store 
at  the  rate  of  five  for  twenty-five  cents.  The  company  advertised:  "You  can  buy  as 
many  of  these  certificates  as  you  like,  and  anybody  can  use  them;  but  only  our 
customers  get  them  free." 

This  is  one  way  of  getting  back  some  of  the  cost  of  the  prize.  This  scheme  savors 
more  of  a  lottery  than  most  of  them  do. 

FEEDS  His  CLERKS 

The  value  of  good  salesmen  in  contributing  to  the  success  of  any  business  cannot 
be  overestimated,  and  the  plan  adopted  by  one  firm  to  increase  the  efficiency  of  their 
clerks  is  intended  to  strike  right  at  the  root  of  the  matter.  Once  every  year  a  supper 
is  provided  by  the  firm  at  one  of  the  leading  hotels,  to  which  all  their  salesmen  are 
invited.  After  dinner,  speeches  and  toasts  are  in  order,  and  then  the  balance  of  the 
evening  is  devoted  to  a  talk  by  some  business  building  expert  on  the  principles  and  art 
of  salesmanship.  At  its  close,  the  clerks  are  invited  to  freely  ask  questions,  and  oll'er 
suggestions  or  criticisms.  (iood  salesmen,  doubtless,  like  poets,  to  a  certain  extent 
are  born,  not  made;  yet  the  best  as  well  as  the  poorest  cannot  fail  to  profit  bv  the  sug- 
gestions offered.  The  management  of  the  company  is  so  impressed  with  the  import- 
ance of  training  its  clerks  along  the  lines  suggested  by  one  business  expert  that  they 
have  arranged  for  fifty  of  their  employees  to  make  a  special  study  of  the  principles  of 
scientific  salesmanship  under  his  guidance. 

CIGAR  POCKETS  AS  PREMIUMS 

A  Boston  druggist  is  giving  away  cigar  pockets  on  the  coupon  p*lan.  These  pockets 
are  made  of  genuine  seal  leather,  calf  lined.  Coupons  are  given  with  every  twenty- 
five  cent  purchase,  and  twenty-five  coupons,  if  presented  before  a  certain  date,  entitle 
the  holder  to  one  of  these  pockets. 

AN  AUCTION  SALE  IDEA 

This  novel  idea  was  made  use  of  by  a  firm  to  get  customers  interested  in  their 
custom  department.  They  displayed  in  one  window  a  line  of  fall  suitings,  about  half- 
a-dozen  desirable  patterns  being  shown,  with  the  price  per  suit,  the  patterns  being 
marked  "Style  A,"  "Style  B,"  etc.  They  then  announced  an  auction  sale  on  these 
goods  in  this  fashion.  Any  one  who  wished  might  put  in  a  bid.  for  any  amount  he  de- 
sired, for  a  suit  from  any  one  of  the  patterns  shown.  These  bids  were  to  be  deposited 
in  a  box  in  the  store,  which  was  to  be  opened  on  a  certain  date,  when  the  highest  bidder 
on  each  pattern  shown  would  be  given  a  suit,  made  to  his  measure  from  the  pattti 
designated,  for  the  price  stated  in  his  bid.  But  one  bid  was  allowed  to  one  person, 
but  a  cordial  invitation  was  extended  to  all  to  step  inside  and  examine  the  different 
goods  before  putting  in  a  bid,  and  to  find  out  the  full  particulars  of  the  scheme.  The 
thing  was  well  advertised,  and  one  of  the  best  clerks  in  the  establishment  was  detail* 
to  explain  matters  and  show  the  goods.  The  full  pulling  power  of  the  scheme  as 
advertisement  lay  in  this.  It  drew  new  people  into  the  store  to  look  at  the  goods,  wher 
the  clerk  in  attendance  always  adroitly  managed,  before  the  caller  departed,  to  so 
erly  demonstrate  the  superior  fit,  workmanship  and  quality  of  his  firm's  clothing  the 
the  casual  visitor,  in  many  cases,  became  a  customer. 


SCHEMES  THAT  HAVE  BROUGHT  BUSINESS  165 

AN  ANIMATED  WINDOW 

"Uncle  Sain"  and  a  blackboard  were  tin-  renter  of  attraction  in  a  clothing  store 
window  some  time  ago.  "1'ncle  Sam"  was  a  clever  chap  made  up  to  resemble  the 
cartoons  familiar  to  all:  red  and  while  striped  trousers,  vest  adorned  with  stars,  blue 
swallow-tail  coat  and  plug  hat  of  grotesque  pattern.  The  crowd  attracted  was  much 
interested  in  what  he  wrote  on  the  blackboard,  which  consisted  of  pointers  about  the 
firm's  goods,  interspersed  with  amusing  personalities  and  skits  on  local  events  or  hap- 
penings of  general  interest.  He  was  a  clever  crayon  artist,  too,  and  occasionally  varied 
the  performance  by  lightning  sketches  of  well-known  characters.  In  all  he  managed 
to  hold  a  good-sized  crowd,  for  an  hour  or  two,  and  as  fast  as  one  lot  moved  on  another 
took  its  place. 

A  DOLL  Snow 

A  Joilet  dealer  has  been  holding  a  doll  show.  A  watch  was  given  for  the  most 
popular  handsome  doll,  and  a  pair  of  fine  shoes  for  the  most  popular  comic  doll.  The 
pri/.es  were  voted  for  on  ballots  published  in  the  dealer's  advertisement.  Another 
prize  was  for  the  neatest  and  most  completely  dressed  doll.  A  pretty  souvenir  was 
given  to  every  girl  who  had  a  doll  in  the  show. 

PUZZLE  AD\  i  i;i  I>IMKNTS  AGAIN 

Stuart  Brothers,  furniture  dealers,  Columbus,  Ohio,'  printed  an  advertisement  in 
which  the  name  of  the  firm  appeared  in  a  very  large  number  of  styles  of  type,  and  in 
a  mixed-up  condition  which  closely  resembled  what  printers  call  "pi."  They  offered 
a  prize  to  the  person  who  should  first  present  at  the  store  this  advertisement,  cut  from 
the  paper,  with  the  correct  number  of  times  in  which  the  name  was  printed  in  the  adver- 
tisement. More  than  1 ,.'}()()  contestants  took  part.  Another  pu//le  for  which  they 
offered  a  prize  received  a  total  of  nearly  1  ,.»00  answers,  each  brought  to  the  store  per- 
sonally by  a  contestant.  This  is  certainly  an  effective  way  of  bringing  people  to  the 
store,  and  the  firm  found  that  it  stimulated  buying. 

ONE  PURCHASE  IN  EVERY  HUNDRED  FKI:K 

A  Newark  clothing  dealer  numbers  all  his  cash  sale  receipts,  and,  as  fast  as  he  gets 
one  hundred  of  them,  he  draws  a  number  and  refunds  the  amount  of  that  cash  sale.  For 
instance,  as  soon  as  sale  No.  600  is  recorded,  a  number  is  drawn.  Suppose  it  to  be 
No.  .VJ7:  he  will  then  refund  to  the  holder  of  cash  receipt  No.  527  the  total  amount  of 
that  receipt,  taking  his  name  and  address,  which  is  printed,  with  full  particulars,  in  his 
advertisement  in  the  daily  newspaper,  and  is  afterward  added  to  the  list  which  appears 
in  a  prominent  place — somewhere  in  his  store  and  at  other  times  in  his  store  window — 
explaining  the  system.  He  claims  that  it  has  more  than  paid  for  itself,  for  the  adver- 
tisement seldom  costs  one  and  one-half  per  cent.,  and  frequently  only  one-half  of  one 
per  cent.,  and  he  considers  it  an  excellent  advertisement  for  the  cost. 

GUESS  AT  WHAT  TIME  THE  WATCH  WILL  STOP 

The  following  plan  was  adopted  by  a  newspaper  to  make  people  talk  about  the 
publication.  Two  watches  for  boys  and  girls  were  put  in  the  window,  and  by  means 
of  attractively  worded  window  cards  and  newspaper  space  it  was  announced  that  the 
watches  would  be  presented  to  the  boy  and  the  girl  registering  the  best  guess  as  to  the 
time  the  watches  would  stop  running.  It  was  announced  the  day  the  watch  would  be 
wound,  but  no  hour  was  mentioned.  The  contest  was  purely  a  guess,  and  no  condition 
of  any  kind  was  attached  to  the  offer.  Great  interest  was  aroused  by  the  scheme,  and 
the  boys  and  girls  in  the  entire  town  were  full  of  enthusiasm,  and  their  parents  worked 
up  to  almost  the  same  pitch  of  excitement  until  the  contest  was  finally  closed  and  the 
watches  handed  to  the  best  guessers. 


166  HOW  TO  ADVERTISE  A  RETAIL  STORE 

AN  AUTUMN  DISPLAY 

A  very  striking  autumn  window  was  arranged  as  follows:  All  the  price  tickets  were 
exact  imitation,  in  shape  and  color,  of  autumn  leaves,  and  were  stuck  in  the  buttonhole 
of  the  coat.  A  huge  autumn  leaf  was  suspended  in  the  middle  of  the  window,  lettered 
in  gold,  "Autumn  Styles."  A  border  of  autumn  leaves  was  pasted  just  inside  the  glass, 
and  in  the  background  a  great  number  were  suspended  from  boughs  by  fine  threads, 
and  kept  in  motion  by  concealed  electric  fans,  so  that  they  resembled  a  shower  of  falling 
leaves,  the  floor  being  strewn  thickly  with  leaves  to  heighten  the  illusion.  The  reflec- 
tion in  the  big  mirrors  in  the  back  gave  a  fine  effect  after  night. 

To  SELL  SCHOOL  SUITS 

Just  about  the  time  of  the  fall  opening  of  the  schools  one  firm  had  a  large  window 
showing  of  boys'  school  suits.  Suspended  high  above  were  two  lines  of  wooden  blocks, 
forming  letters  each  about  a  foot  square,  arranged  to  spell  "Blank's  School  Suits." 
Down  each  side  and  across  the  bottom  of  the  window  pictures  from  familiar  nursery 
tales  were  pasted  just  inside  the  glass — "Jack  the  Giant  Killer,"  "Mother  Goose," 
etc.  A  pile  of  ancient  school-books,  evidently  the  property  of  the  "oldest  inhabitant," 
occupied  the  center,  bearing  a  placard  "  Knowledge  Is  Power."  Some  quill  pens,  an 
ancient  ink-horn,  and  a  couple  of  formidable-looking  birch  rods,  gentle  reminders  of 
the  discipline  considered  wholesome  for  our  forefathers,  rested  in  front  of  the  pile. 

AMATEUR  CARTOONS 

Mr.  McKee,  who  runs  a  cash  store  at  Phoenix.  Ariz.,  is  giving  prizes  for  the  best 
cartoons  illustrating  the  advantages  of  trading  at  his  store.  These  cartoons  are  being 
published  in  the  local  newspapers. 

A  credit  store  could  also  use  this  idea  to  advantage,  the  cartoons  to  be  in  favor  of 
the  credit  plan. 

A  SNOW  MAN 

In  a  Canadian  town,  a  live  merchant  took  advantage  of  a  heavy  fall  of  snow  to 
advertise  his  winter  overcoats.  He  hired  a  number  of  small  boys  to  construct  a  main- 
moth  snow  man  in  front  of  his  establishment.  A  careful  sponging  over  with  water 
glazed  the  surface  and  the  image  soon  became  hardened  and  lasted  for  a  long  time.  A 
fur  cap  was  perched  on  the  head,  while  the  outstretched  hand  held  a  big  placard,  read- 
ing, "If  you  want  to  keep  from  freezing  better  invest  in  one  of  Blank  &  Co's  splendid 
winter  ulsters  or  overcoats."  The  image  was  eloquent  with  the  awful  meaning  of  the 
fate  likely  to  befall  those  who  failed  to  safeguard  themselves  as  suggested. 

AN  APPROPRIATE  SIGN 

One  large  store  has  added  a  unique  sign  this  fall.  Big  wooden  letters,  formed 
apparently  of  scantling  and  stained  a  dark  color  to  give  them  a  rustic  appearance, 
extend  clear  across  the  front  of  the  store,  just  above  the  first  story,  forming  the  word 
"Overcoats."  Each  letter  is  about  three  feet  in  length.  Dashes  of  white  cement  on 
the  tops  and  angles  of  the  letters  give  the  illusion  of  a  recent  snowstorm,  and  the  whole 
thing  is  striking  and  appropriate. 

FOR  A  THANKSGIVING  WINDOW 

Any  merchant  could  utilize  a  large  wish-bone  in  his  window  at  Thanksgiving  time. 
It  could  be  made  of  wood  and  covered  with  a  buff-colored  mercerized  material,  puffed. 
A  card  might  be  used  bearing  the  following: 

"What  do  you  wish? 
We  wish  you  would  come  in  and  see  our  lines  of ." 


SCHEMES  THAT  HAVE  BROUGHT  BUSINESS  167 

A  MEASURING  BEE 

This  novel  offer  was  made  by  a  firm  during  the  dull  season,  in  an  effort  to  enliven 
their  trade.  They  advertised  to  hold  a  "  Measuring  Bee"  on  a  certain  date.  Men  of 
eighteen  years  of  age  and  over  were  invited  to  eall  at  their  store  at  any  hour  of  the  day 
or  r\  cuing  and  be  measured  for  height  and  girth.  The  tallest  man  and  the  shortest 
man.  the  stoutest  and  the  slimmest,  would  each  be  given  a  pair  of  $5  trousers  free, 
while  all  who  struck  the  happy  medium  in  height  and  girth  between  these  extremes 
would  be  given  a  discount  card,  good  for  thirty  days  from  date,  entitling  them  to  a 
reduction  of  ^.~>  per  cent,  on  any  purchase  of  clothing  at  their  store.  For  instance,  if 
the  shortest  man  measured  4  feet  10  inches,  and  the  tallest  (i  feet  2,  the  slimmest  24  inches 
and  the  stoutest  H  inches,  the  medium  si/.c  would  be  .">  feet  (>  inches  in  height  and  .34  inches 
girth.  Two  clerks  were  detailed  to  do  the  measuring,  and  the  name,  address  and  size  of 
each  contestant  were  recorded  on  a  card  and  dropped  in  a  box.  The  cards  were  carefully 
gone  over,  and  the  results  announced  the  following  Monday.  The  date  selected  fell  on 
a  Saturday,  as  such  a  proposition  is  more  likely  to  interest  the  average  man  on  pay  day. 
A  special  effort  was  made  to  interest  those  who  touched  neither  extreme  in  size,  and  a 
big  placard  in  the  window  announced:  "Step  in  and  let  us  take  your  measure.  If  you 
are  of  the  average  si/.e  it  may  mean  $5  or  $10  in  your  pocket.  If  you  reach  either  extreme 
in  height  or  girth,  you  may  become  the  possessor  of  a  pair  of  our  $5  trousers  free,  of  which 
we  are  showing  such  splendid  values.  Not  necessary  to  purchase  anything,  just  come 
in  and  let  us  si/e  you  up."  A  great  number  of  circulars  fully  explaining  the  scheme,  and 
incidentally  containing  good  advertisements  of  their  clothing,  were  widely  distributed, 
and  the  novelty  of  the  idea  seemed  to  strike  the  fancy  of  the  usual  big  Saturday  night 
crowd,  for  numl>ers  stepped  in  to  watch  the  fun,  and,  as  a  matter  of  course,  looked  over 
the  goods  displayed  before  leaving,  and  usually  found  something  in  the  way  of  shirts, 
collars,  ties,  etc.,  that  they  needed. 

A  NOVEL  IDEA 

It  should  not  be  forgotten  that  the  women  of  the  family  have  oftentimes  a  word  to 
say  in  regard  to  the  purchase  of  their  male  relatives'  wearing  apparel,  and  sometimes 
>ome  scheme  that  includes  or  appeals  especially  to  them  is  likely  to  prove  a  shrewd  move. 
The  following  has  features  that  will  appeal  to  the  feminine  contingent,  while  its  novelty 
gives  it  value.  Advertise  that  every  woman  who  makes  a  purchase  at  your  store  during  a 
certain  month  will  be  given  a  card  on  which  to  record  the  date,  the  hour  and  the  minute 
when  the  sale  was  made,  also  her  name  and  address.  Every  woman  who  accompanies  a 
male  friend  when  the  latter  makes  a  purchase  will  receive  a  ticket  to  be  filled  out  in  the 
same  way.  These  tickets,  as  soon  as  filled  out,  are  dropped  in  a  box  in  the  store.  At  the 
end  of  the  month  a  responsible  party  is  named  to  draw  one  number  from  each  of  three 
different  sets  of  numbers,  the  first  representing  the  day  of  the  montn,  the  second  the  hour 
and  the  third  the  minute.  For  instance,  if  the  month  selected  were  October,  the  first 
set  would  include  the  numbers  from  1  to  31,  with  Sundays  omitted;  the  second  set,  from 
1  to  12,  neither  A.  M.  nor  p.  M.  being  designated;  the  third  set — the  minutes — would  run 
from  1  to  60.  If  the  numbers  drawn  in  their  order  were  15,  9,  27,  the  winning  time 
would  be  announced  as  27  minutes  past  9  o'clock,  October  15th.  The  three  persons  the 
time  on  whose  cards  is  found  to  approximate  nearest  to  this  time  should  be  announced  as 
winners  of  the  prizes  offered.  Monthly  drawings  could  be  conducted  in  this  way  as  long 
as  the  scheme  is  found  to  pay.  This  scheme  is  also  likely  to  prove  equally  attractive  for 
male  customers. 

GUESS  FOR  A  HOUSE  AND  LOT 

A  Pittsburg  dealer  advertised  that  he  would  give  away  a  house  and  lot  valued  at 
$1,450  to  the  best  guesser  of  the  total  vote  in  the  last  Presidential  election.  Every  pur- 
chaser of  merchandise  at  his  store  had  the  privilege  of  guessing.  The  prize  was  of  con- 
siderable value  and  could  only  be  used  by  a  large  dealer  in  a  large  city. 


168  HOW  TO  ADVERTISE  A  RETAIL  STORE 

A  CLEVER  GIFT  SCHEME 

The  Baltimore  Shoe  Store,  Limited,  New  Orleans,  La.,  used  a  scheme  which  is 
explained  fully  in  the  following  circular  which  they  sent  out  in  large  numbers : 

To  Our  Friends  and  Patrons: — 

As  an  advertisement  and  as  an  effort  to  bring  the  Baltimore  Shoe 
Store  again  before  your  notice,  we  are  going  to  offer  our  friends  and  patrons 
a  chance  to  start  the  New  Year  "Decked  Out  and  Out"  absolutely  free  of 
any  cost. 

Here  is  our  proposition  in  a  nutshell. 

Every  person  making  a  purchase  in  our  store  of  $1.50  or  over,  between 
this  date  and  Dec.  .30th,  I  !)<)(»,  will  be  given  a  sales  slip  of  which  we  will  keep 
a  copy.  On  this  slip  and  copy  your  name  and  address  will  be  written. 

Monday,  Jan.  1st,  1997,  at  10.30  A.  M.  Sharp,  the  copies  will  be 
placed  in  a  box,  shaken  up  and  one  taken  out  by  chance.  The  person 
whose  name  and  address  is  on  it  will  be  given  an  order  for  a  Twenty  Dollar 
Suit,  a  $3.50  Stetson  Hat,  and  the  money  paid  for  the  shoes  will  be  refunded. 
The  order  will  be  given  on  any  clothier  in  the  city.  It  will  be  mailed. 

The  only  condition  attached  is:  The  lucky  person  will  be  required 
to  give  us  a  receipt  before  our  notarv,  attesting  receipt  of  the  order,  Suit, 
Hat  and  refunded  money.  Also  attesting  to  the  "Squareness  of  the  trans- 
action." This  is  in  protection  to  ourselves. 

You  are  also  invited  to  witness  everything  yourself  Jan.  1st,  1907. 

Thanking  you  for  the  year's  past  favors,  wishing  you  a  Merry  Christ- 
mas, and  wishing  that  you  will  be  the  lucky  perxm. 
\Ye  beg  to  remain. 

Respectfully  Yours. 

BALTIMOKK  SHOE  STORE,  Limited. 
P.  S.     We  keep  o|>en  evenings  8  p.  m.;   Saturdays  11  p.  m. 

THEATER  TICKETS  FREE 

"Our  tenth  birthday.  Two  theater  tickets  to  every  tenth  customer  at  our  store  to- 
day. No  matter  whether  your  purchase  is  large  or  small,  if  you  happen  to  be  tenth  pur- 
chaser you  will  be  given  two  tickets  free  for  the  Saturday  evening  performance  at  the 
Empire  Theater.  If  you  happen  to  be  the  hundredth  customer,  you  will  be  given  one  of 
our  splendid  $20  suits  free.  Come  in  and  try  your  luck."  This  was  the  way  in  which 
one  merchant  celebrated  his  tenth  anniversary. 

FOR  A  HATTER'S  WINDOW 

A  Hallowe'en  hat  window  showed  a  skull,  a  big,  fresh-looking  cabbage,  and  a  pump- 
kin hollowed  out  and  cut  in  the  regulation  manner,  with  a  light  inside.  These  were 
placarded  respectively,  in  the  order  mentioned:  "This  head  once  wore  a  hat;"  "This 
head  never  wore  a  hat;"  "This  head  does  not  look  well  in  a  hat.  Yrou  wear  a  hat  and 
want  one  that  you  will  look  well  in.  You  will  find  just  what  you  want  in  the  splendid 
line  of  hats  we  carry." 

A  CURE  FOR  COLDS 

In  one  city  a  man  was  posted  on  each  of  several  busy  thoroughfares  one  cold  Satur- 
day evening  late  last  autumn,  with  a  satchel  filled  with  little  wooden  boxes,  like  those 
used  as  receptacles  for  pills,  labeled,  "The  greatest  thing  on  earth  for  the  prevention 
of  coughs  and  colds."  These  boxes  were  distributed  gratuitously  to  every  male  passer-by. 
On  opening,  instead  of  the  tablets  the  recipient  naturally  expected  to  find,  a  small  cir- 
cular was  disclosed,  extolling  the  merits  of  the  winter  ulsters  and  overcoats  sold  by  a  local 
clothing  firm. 


S(  IIKMKS   THAT    HANK    BROUGHT  BUSINESS  169 

A  (ii  mi    MAP 

On  tin-  hack  of  their  stationery,  and  in  tlieir  fall  announcements,  one  firm  has  printed 
a  map  of  that  section  of  the  city  in  which  their  store  is  located,  showing  the  streets  and 
location  of  neighboring  hotels,  hanks,  churches  and  other  large  business  houses.  An 
illustration  of  their  own  store  marks  its  >ite.  and  underneath  is  printed,  "Here  we  are, 
rcadv  for  business."  Around  the  border  in  red  ink  are  such  phrases  as  the  follow- 
ing: "Service  Prompt,"  "  Prico  l,o\\."  "Pleased  Customers,"  "Distinctive  Styles," 
I-  Not  This  Worth  Looking  Into!-"  "Note  Our  Location  and  Join  the  Procession." 

This  is  an  excellent  idea  and  should  be  valuable  advertising.  It  is  not  everyone  who 
is  bold  enough  to  stop  a  "copper"  and  ask  him  the  directions  to  some  store. 

A  WINDOW  CARD 

A  scroll-shaped  sign  in  a  hat  window  read: 

"To  whom  it  may  concern: 

This  is  to  certify  that  I  have 

Found   Blank's  s-j   Derby   Hats 

The  best  value  in  Host  on. 

.It  ix;i:  WISH." 
A  large  red  seal  in  the  left -hand  corner  gave  the  whole  an  air  official. 

A  FOOTBALL  FOLDER 
• 

In  a  locality  where  enthusiasm  over  football  runs  high,  a  firm  of  clothiers  made  very 
effective  list1  of  this  fact  in  their  advertising.  They  issued  a  folder,  the  outside  pages  of 
which  contained  their  advertisements,  while  the  inside  was  devoted  to  a  burlesque  ac- 
count of  a  foot-ball  match  between  Blank  Brothers — their  own  firm— and  the  "Way- 
backs."  The  players  on  Blank  Brothers'  team  were  given  as  "Wearwell,"  "Fitwell," 
"Quality"  "Up-to-date,"  "Style,"  etc.;  those  of  the  "Waybacks"  as  "Shoddy,"  "Mis- 
tit,"  "Half-cotton."  etc.  The  report  of  the  game  showed  that  the  "Waybacks"  were 
badly  beaten,  while  the  success  of  the  Blank  Brothers  was  mainly  due  to  "Fitwell,"  right 
tackle:  "Style,"  left  tackle:  and  "Quality,"  center. 

This  scheme  will  add  customers  to  a  store's  list  in  a  village  community,  but  is  not 
calculated  to  appeal  to  a  cultured  audience. 

BACHELORS'  COMFORT  BAGS 

At  the  beginning  of  the  vacation  season  a  clothing  firm  got  out  for  distribution  what 
they  called  "Bachelors'  Comfort  Bags."  The  bags  were  tough  manila  envelopes  bearing 
their'name,  and  containing  a  few  needles,  a  small  packet  of  thread  and  some  shirt,  collar 
and  trousers'  buttons.  A  slip  was  also  enclosed  in  each,  descriptive  of  their  specialties 
in  summer  clothing. 

WILL  YOUR  NAME  FIT? 

Frequently  the  name  of  a  firm  is  such  as  to  lend  itself  happily  to  "catchy"  advertising. 
Thus  a  merchant  named  Bell  has  all  his  window  placards  in  the  shape  of  bells,  artistic 
in  color  and  design.  At  Christmas  and  Easter  timely  windows  were  shown  with  a  number 
of  violet  and  white  tissue  paper  bells  suspended  overhead,  and  a  group  of  children,  gowned 
as  choir  boys,  ringing  these  with  violet  and  white  silken  cords.  Buck  Bros,  issue  a  store 
paper  which  they  have  wittily  named  Buck's  Shot.  A  Mr.  Hart  uses  heart-shaped  placards 
headed  "Hart  to  heart  talks,"  and  has  for  free  distribution  a  number  of  little  heart-shaped 
cards  of  red  celluloid,  with  a  pocket  inside  containing  court  plaster,  and  the  inscription, 
"I  heal  all  wounds  save  those  of  love."  These  little  souvenirs  are  much  sought  after  by 
young  men  patrons.  As  a  rather  remarkable  instance  of  tffis  kind,  a  merchant  whose 
Christian  name  is  Otto  C.  makes  use  of  it  as  a  sort  of  catch  phrase,  thus:  "You  Otto  C. 
Blank's  new  line  of  spring  suits  before  buying  elsewhere." 


170  HOW  TO  ADVERTISE  A  RETAIL  STORE 

CLIPPED  ADVERTISEMENTS 

A.  C.  Smith,  Thamesville,  Ont.,  tried  the  following  scheme  with  success.  He  says: 
"For  a  couple  of  months  previous  to  a  fair,  which  was  held  here  a  short  time  since,  we 
advertised  extensively  that  for  the  largest  and  neatest  collection  of  our  'ads,'  no  two  alike, 
clipped  from  local  papers  and  neatly  pasted  on  ordinary  manila  paper,  either  in  sheet  or 
book  form,  we  would  offer  a  certain  prize.  In  all  we  gave  three  prizes,  each  one  being 
well  worth  striving  for.  The  effect  was  most  gratifying.  By  the  way,  each  collection 
was  to  be  prominently  displayed  at  the  fair.  Many  who  were  regular  customers  and  many 
who  were  not  customers  entered  the  contest.  At  the  hall,  the  display  of  our  'ads'  cov- 
ered one  side  of  the  building,  and  gave  the  name  Great  Publicity,  and  we  found  that 
those  who  under  ordinary  conditions  would  not  bother  reading  an  'ad'  had  their  curi- 
osity aroused  and  read  several  advertisements,  just  to  'apparently'  compare  them. 

"But  this  was  not  the  only  benefit  derived.  Those  who  saved  the  'ads,'  of  course, 
read  them.  The  first  thing  they  would  look  for  after  receiving  the  paper  would  be  our 
advertisement.  We  gained  a  number  of  new  customers  through  this  scheme." 

A  FIVE  PER  CENT.  DISCOUNT  SCHEME 

Another  firm  had  manila  envelopes  printed  with  a  small  space  on  one  side  for  the 
name  of  purchaser,  date  and  amount  of  purchase,  and  a  cut  of  one  of  their  most  popular 
suits.  On  the  other  side  was  printed:  "This  envelope  will  entitle  you  to  a  discount  of 
five  cents  on  every  dollar  purchase  if  presented  at  our  store  within  the  next  thirty  days." 
These  envelopes  were  filled  with  advertising  matter  and  distributed  in  business  offices 
and  workshops  throughout  the  city. 

How  MANY  SEEDS  IN  THE  PUMPKIN? 

George  A.  Wilson,  "The  Live  Shoeman,"  La  Salle,  111.,  held  a  guessing  contest.  A 
pumpkin  was  displayed  in  the  window,  and  the  contest  opened  September  26th,  and  closed 
October  7th— the  day  of  the  agricultural  fair.  Every  one  was  invited  to  register  a  free 
guess  as  to  the  number  of  seeds  in  the  pumpkin.  The  three  nearest  correct  guesses  won 
prizes.  The  seeds  were  counted  in  public  on  the  last  day  of  the  contest.  The  first  prize 
was  a  handsome  drop-head  sewing  machine,  the  second  a  pair  of  Queen  Quality  shoes, 
and  the  third  a  pair  of  Wilson  Special  shoes. 

A  GOOD  WINDOW  DISPLAY 

A  curtained  recess  in  a  big  window,  somewhat  resembling  the  mysterious  cabinet  at 
a  spiritualistic  seance,  and  a  sign  in  front  reading,  "The  Seven  Ages,  with  Apologies  to 
Billie  Shakespeare,"  drew  a  crowd  of  those  returning  from  work  about  six  o'clock  the 
other  evening,  with  the  expectation  of  seeing  "something  doing."  Presently  the  show 
began,  and  the  spectators  were  treated  to  the  following  scenes,  one  after  another: 
(1)  The  College  Man,  (2)  The  Business  Man,  (3)  The  Stock  Broker,  (4)  The  Millionaire, 
(5)  The  Society  Man,  (6)  The  Lover,  (7)  The  Groom.  There  was  a  wait  of  but  twenty 
seconds  between  each  act,  and  as  the  curtains  parted  each  time  an  appropriately  dressed 
model  was  shown — thus  the  business  man  held  a  telephone  in  his  hand,  the  stock  broker 
the  tape  from  the  ticker,  the  millionaire  a  huge  bag  labeled  "$,  Frenzied  Finance,"  the 
lover  held  a  bunch  of  violets,  while  the  groom  gazed  rapturously  at  a  wedding  ring.  The 
originator  of  this  project  made  the  most  of  all  its  advertising  possibilities,  and  the  placards 
shown  with  each  scene  also  contained  an  announcement  of  some  line  of  their  goods  with 
price,  such  as  young  men's  suits,  business  suits,  etc.  Straw  hats  were  displayed  in  an 
attractive  manner  by  meaijs  of  a  lattice  work  of  violet  and  white  ribbons  interlaced,  in 
the  back  and  sides  of  one  window,  the  hats  being  stuck  in  the  meshes  of  the  ribbons. 
Another  straw  hat  window  had  a  live  owl  enclosed  in  a  little  straw-thatched  house  in  the 
center  of  the  window,  bearing  a  sign,  "Wise  heads  wear  our  hats." 


SCHEMES  THAT  HAVE  BROUGHT  BUSINESS  171 

PRIZE  PACKAGES 

II.  L.  Bendcl,  the  loading  clothier  of  Huntington,  Ind.,  gave  a  unique  sale  a  few  years 
ago.  that  for  genuine  e  row  d-d  rawing  eclipsed  all  previous  efforts  of  this  kind  ever  at- 
tempted by  him.  As  a  rule  the  month  of  July  in  the  clothing  business  is  the  dullest 
month  of  (lie  whole  year,  and  to  enliven  business  for  a  couple  of  days  Mr.  Bendel  conceived 
the  idea  of  giving  to  each  person  who  would  purchase  goods  to  the  amount  of  25c  or  more 
on  either  of  these  two  special  sales  days  a  sealed  box  containing  a  prize.  He  had  1,000 
|H>\C>  made,  and  put  a  pri/.e  in  each  box.  guaranteeing  that  each  prize  would  be  worth 
not  less  than  -J.u-  and  from  that  to  50c,  $1,  $2,  and  as  high  as  $5  in  merchandise  useful 
for  men's  and  boys'  wear. 

Kaeh  box  had  a  label  or  wrapper  pasted  over  the  same,  upon  which  was  printed 
'"Phis  prize  will  not  be  exchanged."  'The  prizes  consisted  of  articles  that  were  sold  in 
the  store,  such  as  neckties,  suspenders,  hosiery,  hose  supporters,  handkerchiefs,  cuff  but- 
tons, etc.,  and  for  the  larger  articles  a  ticket  was  placed  in  the  box,  calling  for  a  hat 
worth  $1,  a  suit  of  underwear  worth  $2,  boys'  suit  worth  $3,  pair  of  pants  worth  $5,  etc. 

To  say  that  the  experiment  was  a  success  was  putting  it  mildly,  as  Mr.  Bendel  showed 
the  writer  the  HO  boxes  remaining  after  the  sale,  and  to  have  920  customers  come  in  one's 
store  inside  of  two  days,  during  the  dullest  month  of  the  year,  and  make  the  sales  on  those 
two  days  amount  to  as  large  or  larger  than  any  two  days  in  the  busiest  month  of  the  year 
is  enough  to  make  any  merchant  feel  that  it  is  worth  the  effort  when  such  results  can  be 
obtained.  The  scheme  was  advertised  by  means  of  small  hand  bills,  as  such  printed 
matter  is  not  allowed  to  pass  through  the  mails.  Also  two  large  muslin  signs  were  painte3 
and  put  across  both  show  windows  for  a  couple  of  days  before  the  sale.  The  muslin 
signs  contained  the  following  information: 

"Prize  Packages  Given  Away  Free,  July  14th  and  July  15th. 
"We  have  placed  a  prize  in  each  one  of  one  thousand  boxes  and  will 
give  one  to  each  customer  who  spends  25c  or  more  at  our  store  during 
these  two  days.  We  guarantee  that  no  prize  given  out  is  worth  less  than 
25c,  and  from  that  to  50c,  $1,  $2,  $3,  $4  and  $5  in  merchandise  useful  for 
men's  and  boys'  wear." 

ADVERTISING  A  BOOK 

Herbert  S.  Stone  &  Company,  publishers,  of  Chicago,  use  a  very  original  method  of 
advertising  a  book  named  "Brewster's  Millions."  Recently,  for  several  days,  an  adver- 
tisement appeared  in  a  Los  Angeles,  Cal.,  paper,  reading:  "Watch  for  the  man  with  the 
hundred  dollar  bill."  This  was  finally  supplemented  by  an  announcement  that  on  a 
certain  day,  between  10  and  12  o'clock,  a  representative  of  the  Hamburger  Department 
Store  in  that  city  would  be  on  a  certain  street,  and  would  give  a  genuine  one  hundred 
dollar  bill  to  the  first  man,  woman,  or  child  who  asked  him  the  question:  "Are  you  the 
man  with  the  hundred  dollar  bill?"  The  only  condition  was  that  the  person  who  asked 
the  question  must  have  in  plain  sight  at  the  time  a  copy  of  the  book,  "Brewster's  Millions." 

A  LIVING  PICTURE  WINDOW 

A  "living  picture"  window  is  one  of  the  latest  schemes  adopted  by  a  big  firm  famed 
as  original  advertisers.  A  corner  window  of  their  establishment  is  fitted  up  as  a  college 
students'  room,  with  the  customary  trophies  and  pictures  on  the  walls.  One  student 
reclines  in  an  easy  chair  reading  a  newspaper,  while  two  others  sit  at  a  breakfast  table 
daintily  set  with  china  and  tempting  viands.  The  "living"  part  of  the  scene  appears 
only  in  the  evenings.  Dressed  in  the  latest  style  he  takes  his  place  opposite  the  figure 
at  the  breakfast  table  and  carries  on  an  animated  conversation  with  his  "Dummy" 
vis-a-vis,  while  a  boy  in  white  livery  stands  behind  him  and  at  intervals  holds  up  different 
placards  which  give  the  salient  points  of  the  conversation,  the  main  topic,  of  course, 
being  the  firm's  suits  for  students  and  young  men  in  general. 


172  HOW  TO  ADVERTISE  A  RETAIL  STORK 

DODGE'S  LATEST  DODGE 

N.  D.  Dodge's  latest  dodge  in  booming  the  business  of  the  Oklahoma  Shoe  Co.,  of 
Oklahoma  City,  of  which  he  is  manager  and  proprietor,  is  worthy  of  a  full  description 
here,  that  wide-awake  merchants  elsewhere  may  adopt  it  to  their  advantage.  Mr. 
Dodge  has  had  printed  a  very  large  number  of  cards,  consecutively  numbered,  which 
read  like  this: 


No.  ORIGINAL 

10  of  these   cards,  constituting  a  set,   have    been   issued   in  the    name   of 


If  every  one  of  the  ten  cards  are  returned  to  us  by  other  purchasers  of 
shoes  from  our  store,  the  above  subscriber  will  be  entitled,  as  a  premium, 
to  any  pair  of  shoes  he  or  she  may  select  from  our  stock  FREE  OF 
CHARGE  when  set  has  been  completely  returned. 

OKLAHOMA  SHOE  CO. 

202  W.  Main  St.  N.  D.  DODGE,  Jr.  Phone  2535 


As  is  stated  upon  them,  ten  such  cards,  numbered  in  rotation  are  issued  to  any  cus- 
tomer who  may  desire  them  such  customers  who  appear  pleased  and  would  like  to  try 
to  get  another  pair  of  shoes  as  a  premium  for  the  sale  of  at  least  ten  pairs  through  tin  ir 
introduction  to  us  of  ten  other  customers,  each  of  whom  presents  a  card  at  the  time  of 
purchase  which  in  turn,  has  been  handed  to  them  by  the  original  purchaser  in  whose 
name  cards  were  issued.  Mr.  Dodge  claims  for  this  scheme  the  following  advantages: 

First — The  securing  of  an  accurate  and  valuable  mailing  list. 

Second — The  free  distribution  of  advertising  matter. 

Third — The  sure  acknowledgment  of  value  received  in  shoe  leather  by  the  person 
giving  out  the  cards;  his  or  her  recommendation  being  the  best  possible  form  of  adver- 
tising. 

Fourth — The  demand  resulting  from  reason  No.  3,  for  "a  pair  the  same  as  my  friend 
got." 

Fifth — A  corps  of  talking  adherents  and  friends  who  must  deliver  the  cards  in  order 
to  win. 

Sixth — The  cards  must  all  be  on  file  with  us  showing  that  purchases  have  been  made 
on  their  delivery  or  premium  cannot  be  obtained. 

Seventh — An  endless  chain  feature.  When  Mrs.  Smith  returns  the  card  given  her  by 
Mrs.  Jones,  we  cite  the  conditions  and  Mrs.  Smith  is  only  too  glad  to  try  as  Mrs.  Jones, 
her  friend,  is  doing. 

Eighth — The  criticism  that  we  cannot  afford  to  give  a  pair  free  for  every  ten  sold 
not  worthy  of  consideration  simply  because  it   doesn't  happen.      We  believe  that  n< 
more  than  one  in  three  can  possibly  win,  but  that  every  one  who  will  take  a  series 
cards  will  get  some  success  (for  us)  and  will  deliver  all  the  cards,  and  from  these  we  wil 
receive  at  least  one  return  and  all  the  way  up  to  nine  returns.    Therefore  we  can  affor 
to  give  a  pair  free  to  those  who  are  successful. 

Ninth — Increased  business  through  the  efforts  of  those  handing  out  the  cards.  Our 
experience  tas  been,  so  far,  that  many  are  induced  to  buy  ahead  of  necessity  or  intentions 
by  the  influence. 

Tenth — We  expect  to  have  the  Oklahoma  Shoe  Co.  breathed  into  the  ear  of  every 
local  inhabitant  within  eight  months. 


SCHEMES  THAT  IIAYK    IWorGHT  BUSINESS  173 

Mr.  Hodge's  arguments  arc  certainly  \cry  reasonable,  and  are  based  on  actual  expe- 
•  rirnee.  It  would  seem  that  such  a  scheme  would  work  out  well  in  advertising  the  store 
Laud  the  goods  at  a  very  moderate  expense,  which  would  IK'  fully  justified  by  results. 

Dou  -    FI;I  i 

\V.  F.  Miller,  Fort  \  alley.  Ga.,  gives  the  following  account  of  a  scheme  he  used  to 

boom  his  business: 

"First.   I   bought   a  gross  of  large  dolls,  the  very  best    I   could  buy  at  ten  cents  each; 

|J  they  were  good,  sightly  dolls,  and  measured   about  eighteen  inches  in  height.     Then  we 

I  had  a  half  gross  of  ;i  good,  two-blade  pocket  knife,  with  a  chain  to  it.  that  cost  us  eighty 

cents  a  do/en.     Then  we  jjot  our  shoe  department  in  order  to  do  business.     We  advertised 

I  that  we  would  give  with  each  cash  shoe  purchase  that  amounted  to  $1.50  or  over  one  of  the 

.  dolls  or  knives.      We  had  it  advertised  well  and  started  the  sale  on  Saturday,  the  21st  of 

October,  and  held  it  until  Monday  night.  October  .'50th.      1  had  a  very  attractive  window 

displav  of  the  dolls,  knives  and  shoes,  which  interested    the  children  greatly.     Then  to 

add  interest  to  the  sale  we  got  a  large  bisijue  doll,  which  cost  us  about  $4.50,  dressed  it 

up  in  silk  dress,  shoes,  hat,  etc..  and  put  it  in  the  window  to  lx»  given  to  the  customer  who 

I  bought  the  most  pairs  of  sh(x>s  during  the  sale.     We  had  all  the  business  we  could  attend 

to  with  shoes. 

"Never  before  had  we  done  as  much  shoe  business  in  that  length  of  time.  We  gave 
away  all  the  knives  and  dolls.  The  man  who  got  the  large  doll  bought  thirty  pairs  of 
slux's.  There  were  several  that  bought  as  many  as  ten  pairs,  and  lots  of  them  that  bought 
from  seven  pairs  down.  There  was  another  customer,  who  was  a  good  one  of  ours, 
who  bought  twenty  pairs  of  shoes,  and  we  thought  so  much  of  his  business  and  the  interest 
he  took  in  the  sale  that  we  bought  another  doll  after  the  sale  and  gave  it  to  him. 

"I  think  the  idea  a  good  one,  and  I  know  it  certainly  paid  us.  We  hat!  competition, 
of  course.  One  of  our  competitors  put  on  a  sale  of  shoes  with  a  reduction  of  ten  per  cent, 
on  everything  in  the  house  during  our  sale,  but  it  did  not  seem  to  hurt  us  any,  for  as  we 
said  before,  we  had  all  we  could  do." 

Testimony  like  this  as  to  the  value  of  a  scheme  is  worth  considering.  In  this  case 
the  simple  premiums  offered  proved  more  beneficial  than  a  ten  per  cent,  reduction  on  all 
goods  sold. 

A  MAGAZINE  FREE  FOR  ONE  YEAR 

C.  P.  Radford,  Boonville,  Ark.,  advertised  that  to  every  person  purchasing  $5.00 
worth  of  goods  during  a  special  sale  which  he  conducted  recently,  he  would  give  one 
year's  subscription  free  to  a  well-known  fashion  magazine.  In  addition  to  this,  one  pat- 
tern would  also  be  given  free. 

THE  MOST  POPULAR  GIRL 

Alexander  Fraser,  Oldtown,  Me.,  recently  gave  away  three  life-sized  imported  dolls 
to  three  little  girls  who  had  received  the  highest  number  of  votes  from  his  customers. 
A  vote  was  allowed  with  each  ten-cent  purchase  made  in  his  store  within  a  period  of 
two  months.  The  number  of  contestants  was  something  over  fifty,  and  during  the  time 
the  contest  ran  there  was  considerable  interest  displayed  throughout  thp  community  in 
which  he  does  business.  He  found  the  plan  increased  his  sales,  and  brought  many  new 
customers.  He  also  gave  away  for  a  period  of  six  months  a  gold  ring  free  to  every  baby 
under  one  year  old  which  was  brought  into  his  store. 

TESTING  PULLING  POWERS  OF  NEWSPAPERS 

With  a  view  to  testing  the  powers  of  a  Toronto  evening  paper  as  an  advertising  me- 
dium, D.  C.  Lochead,  a  Yonge  Street  tailor,  recently  adopted  the  plan  of  inserting  at  the 
bottom  of  his  advertisement  the  words,  "Cut  this  out  and  bring  it  with  you  and  save 
5  per  cent." 


174 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


MIND  READING 


Pinto  Bros.,  men's  furnishers,  Broadway,  New  York,  recently  originated  a  little 
scheme  that  has  given  them  a  great  deal  of  good  advertising.  It  is  said  that  the  scheme 
comes  from  the  fertile  brain  of  Mr.  Joseph  Pinto,  one  of  the  members  of  the  firm. 

Mr.  Pinto  is  supposed  to  have  an  expert  mind-reader  in  his  employ,  a  young  woman, 
by  the  way,  to  whom  the  will  power,  or  mental  capacity  of  the  inquirer  is  of  no  conse- 
quence. Even  distance  imposes  no  handicap.  He  who  holds  the  clue  to  the  enigma 
may  wager  with  absolute  confidence  that  the  seemingly  impossible  may  be  accomplished 
almost  immediately  by  the  Miss  at  the  other  end  of  the  wire.  Any  one  with  a  drop  of 
sporting  blood  in  his  veins  will  show  a  willingness,  if  not  an  eagerness,  to  test  her  ability. 

The  man  who  is  prepared  to  subject  his  mental  power  to  the  strain  is  requested  to 
choose  a  playing  card.  We  will  assume  that  he  selected  the  ace  of  hearts.  He  is  informed 
that  he  must  not  reveal  his  identity,  but  call  Pinto  Brothers  on  the  phone.  When  he  has 
the  connection  he  is  told  to  ask  for  Miss  Brown,  and  inform  her  that  he  is  thinking  of  a 
card.  A  feminine  voice  is  heard  shortly,  and  Miss  Brown  is  prompt  with  the  reply : 

"You  are  thinking  of  the  ace  of  hearts,  are  you  not?1" 

The  inquirer  will  hang  up  the  receiver  with  an  expression  of  mingled  delight  and 
bewilderment  on  his  countenance. 

The  person  who  proposes  the  test  is  actually  an  accomplice  of  the  young  woman  at 
Pinto's.  While  his  friend  is  calling  central  and  awaiting  the  connection,  lie  casts  a  hur- 
ried glance  at  a  card  which  contains  the  table  here  presented.  Not  having  divulged  the 
name  of  the  young  woman,  he  at  once  gives  the  one  corresponding  with  the  card  chosen — • 
Brown  for  the  ace  of  hearts,  and  so  on. 


Hearts 

Diamonds 

Spades 

Clubs 

1 

Brown 

Collins 

Adams 

Keenan 

2 

Burns 

Cummings 

Anderson 

Kellar 

3 

Baker 

Clark 

Alcott 

King 

4 

Bates 

Cleary 

Alexander 

Kennedy 

5 

Browning 

Clayton 

Allen 

Kerr 

6 

Bright 

Clements 

Allison 

Kessler 

7 

Briggs 

Clifford 

Andrews 

Keyser 

8 

Brooks 

Crocker 

Armstrong 

Kingman 

9 

Bock 

Coleman 

Arnold 

Kilpatriek 

10 

Becker 

Carrigan 

Armond 

Kirkman 

Jack 

Bennett 

Cook 

Ayers 

Knox 

Queen 

Bender 

Connor 

Atkinson 

Knight 

King 

Bell 

Connelly 

Ashton 

Hine 

Joker 

Smith 

SCIIKMKS  THAT  HAVE  BROUGHT  BUSINESS  175 

From  the  day  of  its  introduction  the  device  has  brought  a  constantly  increasing  num- 
ber of  inquiries,  until  the  'phone  bell  is  working  the  day  long.  As  most  calls  mean  another 
inan  learning  of  the  shop,  the  value  of  the  trick  from  an  advertising  standpoint  is  apparent. 
Tin-  idea  has  been  snapped  up  by  haberdashers  in  other  boroughs  of  the  metropolis  and 
in  other  cities,  with  equally  good  results. 

Naturally  most  people  have  no  suspicions.  The  few  who  do  and  require  a  second 
trial  may  be  further  perplexed  by  the  news  that  another  young  woman  in  the  place  is 
endowed  with  the  same  strange  gift,  and  when  another  card  is  selected  the  proper  name 
is  given. 

AN  OLD  TABLE 

Allen,  Stephenson  &  Co.,  Knoxville,  Tenn.,  had  a  good  deal  of  fun  and  got  some 
advertising  out  of  a  little  hoax  they  used  recently.  On  the  back  of  an  ordinary  business 
card  was  printed  the  following: 

"All  residents  of  the  city,  as  well  as  visitors,  will  doubtless  be  much  interested  in  the 
old  tttble  which  we  have  on  exhibition  at  our  furniture  store,  322  and  324  Gay  street. 
We  have  had  the  table  on  exhibition  for  the  past  twelve  months,  and  it  has  been  examined 
by  thousands  of  visitors,  as  well  as  residents  of  the  city  during  that  time.  There  is  no 
doubt  of  its  rare  antiquity,  which  is  admitted  by  all  scientists  who  have  examined  it, 
although,  naturally,  there  is  considerable  doubt  as  to  its  origin,  and  the  maker's  name 
will  probably  never  be  known.  The  researches  of  several  scientists  have  shown  that 
such  tables  were  manufactured  as  early  as  100  A.D.  It  is  known,  for  example,  that  one 
Nichomachus,  a  Greek,  constructed  some  such  a  table  in  the  year  mentioned.  This  was 
said  to  have  been  made  of  rare  woods,  dovetailed  together  in  a  way  that  gave  it  something 
the  ap|>earance  of  a  modern  checker-board.  Another  table  of  which  historians  have 
taken  note  was  either  made  or  owned  by  Victorias,  in  the  year  456  A.D.  This  particular 
table  is  believed  to  ante-date  either  of  these,  and  has  proved  one  of  the  greatest  curiosities 
that  has  ever  been  viewed  in  this  city.  It  is  considered  too  valuable  to  keep  in  the  main 
salesrooms,  and  is  placed  in  one  of  the  rooms  on  an  upper  floor,  and  is  always  shown 
visitors  by  a  memlxr  of  the  firm  in  person.  The  table  is  not  for  sale,  but  we  have  arranged 
to  give  or  send  to  all  inquirers  an  engraving  or  reprint  showing  the  table  just  as  it  appears 
to-day." 

When  any  one  called  at  the  store  to  inspect  this  great  curiosity  (and  many  people 
called  daily)  they  were  escorted  to  an  upper  room  by  a  member  of  the  firm.  With  a 
good  deal  of  ceremony,  a  cloth  was  removed  and  the  visitors  were  permitted  to  behold 
the  wonder.  It  proved  to  be  a  copy  of  the  Multiplication  Table. 

SMALL  DOSES 

A  Boston  druggist  announces  that  he  will  open  bottles  and  sell  any  amount  of  a  patent 
medicine,  from  two  ounces  up.  He  is  a  cutter  from  Cuttersville,  as  this  latest  move 
shows.  Not  content  with  cutting  prices,  he  now  offers  to  cut  the  bottle  in  two. 

Such  a  scheme  is  bad.  To  cut  the  prices  on  standard  remedies  is  bad  enough,  but  to 
open  the  bottle  and  sell  a  portion  of  it  is  worse.  The  idea  is  too  mean  and  small  for 
any  self-respecting  druggist  to  use  and  is  offered  here  as  an  object  lesson,  showing  what 
not  to  do.  It  has  no  merit  whatever. 

DOLLARS  WORTH  $1.05 

An  enterprising  merchant  is  distributing  broadcast  small  round  labels,  the  exact  size 
of  a  silver  dollar,  and,  besides  their  advertisement,  printed  on  it  is  this  novel  and  some- 
times interesting  information:  "Paste  this  sticker  on  one  side  of  a  dollar,  and  it  will  be 
received  at  our  store  for  $1.05  in  goods." 

This  is  not  a  bad  way  to  offer  a  five  per  cent,  discount  and  should  result  in  bringing 
new  customers  to  the  store  making  the  offer. 


176  HOW  TO  ADVERTISE  A  RETAIL  STORE 

A  SCRAMBLE  FOR  LIVE  PIGEONS 

A  sensational  scheme  sometimes  adds  business  and  often  brings  much  notoriety  if 
not  real  advertising  to  a  store.  The  Davis  £  Waters  Company.  Waterloo,  Iowa,  made 
use  of  a  novel  scheme  which  is  explained  in  the  following  newspaper  item: 

This  progressive  firm  is  not  content  to  do  as  others  do,  but  continually  "do  things 
different."     In  talking  to  a  representative  of  the  AY/KV/rv  this  morning,  they  gave  it  out 
that  at  4:00  o'clock  Thursday,  February  18th,  they  will  let  go  from  the  second  story  of; 
their  big  store  on  Commercial  Street,  twelve  live  pigeons.     Each  bird  will  carry  a  card 
securely  tied  to  it,  on  which  will  be  written  the  name  of  some  article  of  merchandise. 

The  card  will  be  large  enough  to  impede  the  speed  of  the  bird  and  it  will  come  to 
the  street  below,  and  the  person  securing  the  bird  and  card  will  be  given  absolutely  free 
the  article  marked  thereon.  There's  no  other  condition,  so  we  take  it  for  granted  that 
all  are  invited  to  be  on  Commercial  Street  Thursday  afternoon  at  4:00  o'clock  to  see 
and  participate  in  catching  these  live  pigeons. 


arc  tin-  Article*   irliidi    trill  lie  Given  A  trail 

7  yards  of  dress  goods,  regular  $1.00  quality,  $7.00. 

1  Smyrna  rug,  $£..>0. 

2£  yards  fine  table  damask,  $1.00  quality,  $2.50. 

1~W.  B.  Corset,  any  size,  $1.00  quality.  $1.00. 

1   suit  men's  best   Balbriggan   underwear,  $1.00. 

1  lady's  2(i-inch  umbrella.  $.">/>.->. 

2  fringed  bleached  linen  towels.  ."><)e  each,  $1.00. 
1  pair  lady's  kid  gloves,  any  si/e,  $1.50. 

1  pair  hose  supporters,  50c. 

1  heavy  Marseilles  lx>d  spread,  $1.50. 

10  yards  novelty  wash  goods,  at  19c  yd.,  $1.90. 

1  pair  Brussels  net  lace  curtains,  $5.00. 

A  SENSATIONAL  ADVERTISING  SDIEME 

• 

During  the  progress  of  the  twenty-mile  Marathon  run,  which  started  at  Kvanston, 
111.,  and  ended  at  the  Washington  Park  race  track.  Chicago,  the  Imperial  Shirt  &  Hat 
Company,  proprietors  of  six  Chicago  stores,  perpetrated  one  of  the  cleverest  advertising 
schemes  of  the  season.  During  the  latter  part  of  Saturday  aftenuxm  expectant  crowds 
lined  the  Chicago  streets  over  which  the  Marathon  runners  were  to  go.  At  Washington 
Park  twenty  thousand  people  had  assembled  to  witness  the  finish  of  the  race.  About 
ten  minutes  before  the  first  runner  in  the  road  race  made  his  appearance  at  the  north  end 
of  the  city,  a  man  clad  in  the  regulation  running  costume  started  at  the  north  end  of 
Lincoln  Park.  On  the  front  of  his  athletic  shirt  was  a  large  letter  "I"  and  on  his  back 
was  pinned  a  banner,  reading:  "Ahead  of  Them  All.  Imperial  Shirt  &  Hat  Company." 
He  raced  down  through  the  cheering  crowds  in  Lincoln  Park,  across  the  river  and  down 
Michigan  Avenue.  Out  at  Twelfth  street  two  of  the  officials  of  the  Imperial  Shirt  & 
Hat  Company,  who  had  followed  the  runner  in  a  carriage,  picked  him  up  and  drove  with 
him  almost  to  the  entrance  of  Washington  Park,  where  he  got  out  of  the  rig  and,  running, 
followed  the  course  of  the  race  into  the  grounds.  The  crowds  in  the  grand  stand  burst 
into  cheers  as  they  saw  what  they  supposed  was  the  winner  of  the  long  run.  As  he  ap- 
proached down  the  track  they  could  not  see  the  banner  pinned  to  his  back.  The  leader 
of  the  band,  noticing  the  "I"  on  the  runner's  breast,  took  him  to  be  the  representative  of 
the  Illinois  Athletic  Club  and  the  band  struck  up  "My  Illinois,"  while  the  20,000  people 
cheered.  After  the  runner  passed  the  grand  stand,  and  the  officials  of  the  race  were 
able  to  see  the  sign  pinned  to  his  back,  he  was  chased  from  the  track,  but  he  had  accom-\ 
plished  his  purpose.  For  the  rest  of  the  afternoon  and  until  the  last  tired  runner  was  in, 
the  Imperial  Shirt  &  Hat  Company  and  their  clever  hoax  were  the  main  subjects  of 
conversation  in  Washington  Park. 


SCHEMES  THAI    HAYK   BROUGHT  BUSINESS  177 

AN  OLD  S<  IIKMI:  REVISED 

The  accompanying  advertisement   explains   itself.     It  is  a  new  variation  of  an  old 

elieme  that  lia^  been  used  a  good  deal  but  still  seems  popular.     The  usual  way  of  deter- 

ining the  free  day  in  sales  of  this  kind  has  been  to  write  numbers  from  one  to  thirty 


s*:tt»*:K^^^^ 

ONE    FREE     DAY 

p->     In  The  Great  43  Days'  Sale. 

One  day's  sales  to  our  customers. 
The  treat  43  days'  sale  began  Saturday.  August  20  and  will  end  October  8. 

Trade  with  us.      You  may  net  a  bill  of  ^oo.!s  free  if  your  purchase    was   made   on   the   free   day, 

which  will  hi-  named  at  tin-  end  of  the  43  days.     You  will  then   be  entitled  to  that  amount  of  goods 

•r  a^ain.  of  anything  in  the  store. 

The  fre^ay  will  be  arrived  at  by  taking  the  total  sales  of  the  43  days  and  dividing  that  amount  by  the  number    X 

of  days,  43.  and  (he  day's  sales  nearest  to  this  amount  will  be  given  free  to  our  customers  who  have  purchased  goods     *,* 

to  the  amount  of  $2  or  more.     Be  sure  to  keep  your  sale  ticket.     We  give  you  the  duplicate  sale  ticket,  the  original     ,'» 

is  kept  on  file  at  the  store.     The  43  days'  sale  ends  October  8.     Remember  you  have  one  chance  In  43  of  getting  a     ** 

bill  of  Goods  free. 

Remember  we  Make  Closing  Out  Prices  on   Everything.  &. 

-  :  -  :  -  4 
L  L.  LOSTUTTER  iroquots,  south  Dakota.  Hugo  L.  Schultz,  Manager.  ^ 

Qn9m*a*&i8n6aa^^ 


upon  cards  and  seal  them  uj)  in  envelopes.  Then  one  of  the  thirty  envelopes  is  selected 
and  locked  up  in  a  safe.  The  remaining  ones  are  burned,  so  of  course  no  one  knows 
what  the  number  is  that  has  been  chosen.  I'nder  that  system  the  free  day  might  fall 
upon  Saturday  or  some  other  day  when  the  ^ale-  \\onld  be  unusually  large.  By  using 
the  plaji  explained  in  this  advertisement,  the  free  day  must  be  one  on  which  the  sales 
were  about  normal. 

The  idea  of  restricting  the  purchase  price  to  be  refunded  to  sales  amounting  to  $2  or 
more  is  good  because  it  is  an  incentive  to  larger  purchases.  It  also  reduces  the  amount 
to  be  refunded  materially  and  at  the  same  time  does  not  detract  from  the  idea  one  iota. 

FREE  STREET  CARS 

Blass'  Department  Store  in  Little  Rock,  Ark.,  conducted  a  big  sale  during  which  it 
chartered  a  number  of  street  cars  and  put  big  banners  on  them  announcing  free  trans- 
portation to  and  from  the  sale.  The  cars  ran  over  their  regular  routes  in  the  same  man- 
ner as  usual  except  that  no  fares  were  collected. 

A  GOOD  IDEA 

Chicago  retail  merchants  adopt  very  novel  schemes  at  times  to  attract  trade.  The 
latest  is  in  the  shape  of  a  circular  letter.  It  was  written  on  The  Monticello  Hotel  sta- 
tionery, Norfolk,  Va.,  and  explains  itself: 

DEAR  SIR:  —  I  am  down  here  with  Mr.  —  —  attending  the  Garment 
Exhibit  of  the  National  Tailors'  Exchange  and  have  seen  some  very  "toppy  " 
garments. 

We  leave  to-morrow  for  New  York  where  I  expect  to  spend  a  week  or 
more  visiting  the  best  tailors  and  getting  new  ideas  for  the  benefit  of  my 
customers. 

I  will  be  home  by  the  20th,  and  would  like  to  have  you  come  in  and  see 
what  an  immense  variety  of  goods  Mr.  —  —  has  bought  for  Spring. 

Yours  truly, 

(with  --  ) 


178  HOW  TO  ADVERTISE  A  RETAIL  STORE 

DOCTORED  WALNUTS 

Here  is  the  method  used  by  a  merchant  in  advertising  his  store.  He  had  just  opened 
up  and  was  entirely  unknown.  He  says: 

"I  hired  two  girls  for  three  days  at  $1  a  day.  I  bought  six  bushels  of  large  English 
walnuts  at  a  cheap  price.  The  girls  halved  the  nuts,  cleaned  out  the  meat,  ate  it,  and 
then,  after  inserting  a  little  circular,  they  pasted  the  shell  together  again.  I  got  next  to 
the  girls  in  the  candy  stores,  where  nuts  were  sold,  and  had  them  add  one  of  mine  to  every 
drder  they  filled.  When  the  people  about  town  cracked  their  nuts,  they  read  something 
like  this:  'Hard  luck  to  say  anything  about  my  business  now,  but  this  is  the  only  way 
I  can  afford  to  advertise  when  I  am  selling  shoes  so  cheap.  This  circular  is  good  for 
25  cents  if  you  bring  it  to  our  store,  and  purchase  something  to  the  amount  of  one  dollar 
or  more.'  I  did  not  distribute  these  to  my  trade.  I  made  people  come  to  the  nuts  grad- 
ually. I  got  these  circulars  for  a  period  of  three  years.  That's  how  I  got  my  start.  I 
never  said  a  word.  Before  long  the  whole  town  was  talking  about  my  store.  Then  I 
did  «  little  business.  Now  I  am  the  largest  fellow  in  the  town."  ^ 

Schemes  like  this  one  sometimes  bring  about  surprising  results,  but  it  would  be  folly 
for  any  merchant  to  depend  upon  them  entirely  for  advertising  his  business.  They 
should  be  used  more  for  the  purpose  of  enlivening  a  dull  season  or  for  attracting  attention 
to  the  store.  Newspaper  advertising  should  then  be  stronger  than  ever  so  that  the  atten- 
tion given  the  store  through  the  scheme  can  be  turned  into  sales — the  ultimate  result  of 
good  advertising. 

EMBROIDERY  LESSONS  FREE 

William  Oswald  &  Co.,  who  conduct  the  Boston  Store  at  Lawrence,  Mass.,  recenth 
conducted  a  series  of  free  embroidery  lessons  in  their  store,  which  were  well  patronized 
by  their  women  customers.  The  plan,  besides  drawing  attention  to  the  store  in  a  general 
manner  during  the  entire  time,  gave  the  firm  an  opportunity  to  make  a  special  sale  of 
embroidery  goods,  which  was  very  successful.  Such  a  plan  is  not  very  difficult  to  put 
into  operation  in  any  store.  There  is  hardly  a  town  which  does  not  boast  of  some  good 
local  talent  in  the  art  of  embroidering,  and  a  competent  person  can  easily  be  engaged  to 
give  instruction  for  a  few  weeks.  An  art  embroidery  department  is  a  needful  branch  of 
the  business  for  any  department  store,  and  can  easily  be  the  means  of  attracting  womer 
who  will  patronize  other  counters. 

AN  OLD  SCHEME  IN  A  NEW  DRESS 

A  new  variation  of  the  old  bean-guessing  contest  is  reported  from  New  York  State. 
A  merchant  there,  who  is  in  the  habit  of  giving  away  each  year  some  substantial  prize, 
recently  introduced  it. 

He  took  an  ordinary  boy's  display  form  about  three  feet  high  and  had  it  filled  with 
pins.  All  over  the  body  from  neck  to  feet  at  every  conceivable  angle  the  pins  were  in- 
serted until  the  form  wore  a  veritable  coat  of  armor.  The  whole  was  surmounted  with  a 
cap,  also  thickly  studded.  The  form  was  then  placed  on  a  revolving  platform  in  the 
window,  which  was  kept  turning  very  slowly  so  that  a  view  could  be  had  of  every  part, 
showing  exactly  how  the  pins  were  placed.  The  form  remained  in  the  window  for  three 
months,  at  the  end  of  which  time  the  pins  were  counted.  During  the  allotted  time,  each 
customer  who  made  a  twenty-five  cent  purchase  was  allowed  one  guess,  and  to  the  one 
who  came  nearest  to  the  exact  number  the  prize  was  awarded. 

The  storekeeper  in  question  gave  an  automobile.  He  is  a  firm  believer,  so  he  an- 
nounces, in  giving  away  objects  of  good  value.  On  one  occasion  he  presented  a  pony 
and  cart,  again  a  piano,  and  on  a  third  occasion  a  cottage  organ.  He  found  that  the 
automobile  contest  created  a  great  deal  of  attention  and  materially  increased  his  sales. 
For  the  average  dealer  such  a  prize  might  prove  entirely  too  expensive,  and  if  he  fancied 
the  contest,  something  more  in  keeping  with  the  business  that  he  did  each  year  and  the 
class  of  trade  that  he  handled  might  be  selected. 


SCHEMES  THAT  HAVE  BROUGHT  BUSINESS  179 

FOR  THE  WINDOW  DISPLAY 

A  clothing  merchant  hit  on  a  good  plan  to  insure  his  show  windows  receiving  more 
than  a  passing  glance.  He  instituted  what  he  was  pleased  to  call  a  "Grand  Guessing 
(ianic,"  and  makes  an  exhibit  with  some  hidden  meaning  and  invites  all  to  guess  and  guess 
a^ain.  Last  week  he  had  a  bandit  dressed  up  in  fiendish  attire,  flourishing  a  broad 
>word  and  close  by  was  a  big  piece  of  sidewalk  flagging,  with  the  word  "Miss"  marked  on 
it,  and  the  merchant's  placard  asked.  "What  incident  of  national  importance  does  this 
represent  r"  and  a  reader  of  the  news  of  the  day  would  quickly  say,  "Miss  Stone's  cap- 
tivity." This  week  the  show  is  more  simple.  A  pretty  plump  doll  is  dressed  in  the  color 
of  the  confederacy,  and  the  sign  says,  "What  popular  song  does  this  illustrate,"  and  every 
one  hums  "Dolly  Gray." 

This  idea  was  developed  some  years  ago,  but  it  can  be  made  new  by  using  up-to-date 
subjects  in  the  exhibits.  Kveryone  likes  a  puzzle  and  many  will  take  infinite  pains  in  trying 
to  solve  one.  This  idea  is  worth  trying. 

AN  OPTICAL.  ILLUSION 

An  enterprising  merchant  used  a  clever  optical  illusion  to  attract  attention  to  his 
store  during  the  opening  days.  A  large  iron  safe  was  shown  in  the  window,  the  door  of 
which  was  opened  at  stated  intervals  disclosing  the  head  of  a  pretty  girl,  who  smiled  and 
winked  at  the  wondering  glances  of  the  spectators  that  crowded  around  the  window  to 
witness  this  remarkable  illusion. 

Other  illusions  of  a  similar  nature  can  easily  be  constructed  and  will  always  draw 
immense  crowds  around  the  store  presenting  them. 

INSURANCE  AS  ADVERTISING 

An  English  publication  tells  about  a  novel  plan  of  advertising  which  is  proving  a  great 
success  for  a  firm  of  tea  merchants.  To  every  married  woman  who  sends  to  them  a  sat- 
isfactory certificate  of  her  husband's  health  and  buys  a  half  pound  of  their  Pension  tea 
weekly,  to  the  time  of  her  husband's  death,  should  it  occur  after  five  weeks  from  the  time 
of  her  filing  the  certificate,  they  will  pay  a  pension  of  ten  shillings  ($2.50)  weekly  as  long 
as  she  lives  or  until  she  marries  again.  The  weekly  purchase  of  a  quarter  pound  of  tea 
insures  a  pension  of  five  shillings  a  week.  The  firm  is  said  to  be  doing  a  large  business 
through  over  .'5000  agencies  in  Great  Britain  and  Ireland  with  2000  widows  in  regular 
weekly  receipt  of  this  tea  pension,  which  amounts  to  nearly  £40,000  a  year.  That  the 
widows  should  continue  to  purchase  tea  of  the  firm  while  receiving  their  pension  does  not 
appear  to  be  made  a  condition. 

With  a  large  and  increasing  business,  there  is  no  doubt  of  the  present  ability  of  these 
dealers  to  fulfill  their  contracts  with  their  customers.  How  long  they  can  continue  to  do 
so  as  the  husbands  grow  older  and  the  death  rate  increases  is  a  matter  which  depends  upon 
the  accuracy  of  their  actuarial  calculations  and  their  profit  on  tea.  But  as  the  women 
presumably  get  the  worth  of  their  money  in  the  tea,  their  loss  in  the  event  of  the  failure 
of  the  firm  would  not  be  one  of  money  paid  solely  as  a  premium. 

This  matter  of  furnishing  insurance  as  a  premium  in  business  is  not  given  the  attention 
it  might  in  this  country.  It  has  frequently  been  tried  by  magazines  and  newspapers, 
but  has  been  used  but  little  by  men  of  business.  There  is  a  company  which  furnishes  an 
accident  policy  for  $1000  and  it  only  costs  $1  a  year.  Of  this  the  agent  gets  probably  40 
per  cent.  Possibly  he  gets  half.  A  business  man  could  use  this  policy  as  a  premium 
with  a  purchase  of  $5  or  over.  A  bicycle  dealer,  a  seller  of  buggies,  or  of  farm  machinery, 
clothing,  tailoring,  in  fact  almost  any  business  man  could  use  this  accident  insurance  to 
advantage.  This  is  only  accident  insurance,  but  the  giving  of  it  would  prove  a  good  ad- 
vertisement, and  if  any  of  the  holders  of  the  policies  were  injured  it  would  be  a  great  thing 
for  the  merchant. 


180  HOW  TO  ADVERTISE  A  RETAIL  STORE 

A  SENSATIONAL  SCHEME 

The  following  sensational  scheme  was  employed  by  a  Western  firm,  who  announced  a 
great  sale  of  clothing: 

One  of  the  members  of  the  firm  appealed  to  the  courts  for  an  injunction  restraining 
his  partner  from  making  such  ruinous  prices.  When  enough  free  advertising  had  been 
obtained,  the  suit  was  withdrawn  and  the  "ruinous  price"  sale  continued.  It  was  a  good 
thing  for  that  sale,  but  it  is  doubtful  whether  such  schemes  are  advisable  if  a  permanent 
benefit  is  desired. 

A  HOLIDAY  SUGGESTION 

Small  sprigs  of  holly,  with  a  few  bright  berries  are  not  expensive  and  it  would  seem 
that  some  stores  of  certain  kinds — candy  stores,  book  stores,  fancy  goods  stores,  etc. — 
might  profitably  adopt  the  idea  of  tucking  such  a  sprig  under  the  wrapping-cord  of  each 
package  during  holiday  week. 

A  GOOD  VOTING  SCHEME 

A  country  dealer  in  a  little  town,  held  membership  in  the  Odd  Fellows,  and  managed 
to  get  around  to  the  meetings  every  week.  There  was  only  one  lodge  hall  in  town,  and 
it  was  occupied  by  the  Odd  Fellows  on  Tuesdays,  the  Good  Templars  on  Wednesdays, 
and  the  A.  O.  U.  W.  on  Fridays.  The  ballot  box  and  gavels  which  did  duty  for  one 
organization  performed  a  similar  service  for  the  other  two,  and  continuous  use  hadn't  im- 
proved their  appearance. 

The  dealer,  who  had  commenced  to  wake  up  things,  hit  upon  this  scheme.  He  would 
buy  about  the  handsomest  ballot  box  and  set  of  gavels  to  be  found,  and  he  would  let  his 
customers  decide  by  vote  to  which  organization  (for  their  exclusive  use)  they  would  go. 
He  sent  to  a  regalia  company  making  a  specialty  of  paraphernalia  of  this  sort,  and  ordered 
two  silver  mounted  gavels,  with  a  suitable  plate  on  which  to  inscribe  the  name  of  the  best 
vote  getter.  Then  he  secured  a  list  of  members  of  each  lodge  from  the  secretary,  and  a 
mailing  card  similar  to  the  following  was  sent  to  each : 

VOTE    EARLY.     VOTE   OFTEN 

At  considerable  expense  I  have  secured  a  beautiful  set  of  silver  mounted 
gavels,  and  a  ballot  box.     On  —   —  190      these  will  become  the  property  of 

Lodge I.   O.   O.   F. 

or Lodge A.  O.  U.  W. 

or Lodge I.  O.   G.  T. 

which  one  depends  upon  the  voters.     One  vote  goes  with  every  25c.  purchase 
at  our  shoe  store. 

The  day  these  cards  were  sent  out  the  gavels  and  ballot  box  went  into  the  display 
window,  together  with  a  large  show  card  reading  similar  to  the  mailing  card.  At  the 
same  time  a  "specimen  ballot"  was  shown  in  the  window.  The  ballots  were  like  this: 

(FIRM  NAME.) 

Please  credit  —  votes  in  Ballot  Box  and  General  Contest 
to Lodge     


Name. 
Address 
Date 


Near  the  door  was  a  padlocked  box  with  a  slit  cut  in  the  top  for  placing  the  votes. 
There  was  a  large  sign  on  this  reading  "POLLS  OPEN,"  WILL  CLOSE 190-, 


SCHEMES  THAT  HAVE  BROUGHT  BUSINESS  181 

A  NOVEL  CONTEST 

This  idea  could  be  used  by  a  business  man  as  well  as  it  is  being  used  by  the  originator. 
An  ( )hio  land  company  devised  a  new  scheme  for  selling  town  lots.  Each  purchaser  was 
given  a  carrier  pigeon  with  registered  number.  The  buyer  got  a  coupon  which  corres- 
ponded with  the  number  on  the  pigeou/s  neck.  The  birds  were  all  taken  care  of  by  the 
land  company  in  a  big  pigeon  house.  When  one  hundred  lots  were  disposed  of,  the  one 
hundred  birds  were  taken  to  a  neighboring  town  and  all  liberated  at  once.  The  first 
one  to  arrive  at  the  home  cote  won  for  its  owner  a  free  house  and  lot  valued  at  $,'$,000. 
The  company  expects  to  have  ten  Mights  of  birds,  each  flight  to  take  place  as  soon  as  the 
one  hundred  lots  are  sold.  A  committee  of  lot  holders  sees  that  the  contest  is  fair  in  every 
way. 

A  BUSINESS  STORY 

A  young  busincs>  man  recently  married  received  what  seemed  to  be  a  returned  manu- 
script of  a  story.  It  was  a  well  told  tale,  entitled  "The  Story  of  a  Young  Housekeeper." 
The  neat  type-written  pages  were  easily  read  and  the  young  man's  wife  was  much  inter- 
ested in  reading  it.  Toward  the  end  it  told  about  the  advantage  of  buying  household 
goods  from  the  firm  that  sent  it  out. 

PLANK  WALK  ADVERTISING 

If  the  sidewalks  in  your  town  are  built  of  boards  or  planks  this  plan  can  be  used  to 
good  advantage: 

Secure  permission  from  the  town  authorities  to  put  down  new  sidewalk  planks  in  the 
place  of  worn  out  ones  wherever  you  see  fit.  This  permission  will  be  freely  granted. 
Find  out  the  number  of  planks  you  wish  to  use,  cut  them  the  right  length  and  paint  them 
a  bright  red,  after  which  they  may  be  lettered  in  black  with  the  advertisement  for  your 
special  sale.  When  everything  is  prepared  let  your  men  put  the  planks  in  place  some 
evening  after  the  streets  are  deserted.  When  the  townspeople  wake  up  in  the  morning 
they  will  find  all  the  sidewalks  in  town  telling  of  your  great  bargain  sale. 

This  plan  is  sure  to  give  your  store  publicity.  In  addition  to  this  a  prize  can  be  offered 
to  the  first  customer  bringing  in  the  correct  total  of  the  new  boards  put  down. 

This  scheme  is  given  for  what  it  is  worth.  There  are  a  great  many  objections  that 
might  be  scored  against  it.  The  expense  would  altogether  likely  be  considerably  out 
of  proportion  to  its  benefits. 

The  idea  of  advertising  on  the  sidewalks  is  not  a  new  one,  for  there  have  been  many 
merchants  who  have  utilized  this  means  of  publicity  in  one  way  or  another. 

BARGAIN  POSTAL  CARDS 

Jos.  Higgins,  Lerado,  Ohio,  is  sending  out  a  postal  card  on  which  he  prints  a  number 
of  bargains  and  which  he  mails  to  a  list  of  names  each  month.  The  first  of  this  series  is 
dated  July  1st,  and  contains  a  lot  of  special  summer  values.  It  is  an  excellent  idea,  and 
though  the  ordinary  government  postal  card  rather  limits  the  possibility,  Mr.  Higgins 
certainly  has  a  chance  to  grow  in  his  advertising  and  no  doubt  will  soon  be  using  larger 
mailing  cards. 

ANOTHER  GUESSING  CONTEST 

A.  E.  Pitts  Shoe  Co.,  Columbus,  Ohio,  held  a  most  successful  guessing  contest  last 
Christmas  season.  A  side  of  sole  leather  was  purchased,  and  from  it  was  cut  an  immense 
sole,  as  large  as  the  leather  would  allow.  Into  this  was  hammered  brass-headed  tacks 
so  arranged  as  to  show  the  name  of  the  concern.  Then  the  remainder  of  the  sole  was 
liberally  spattered  over  with  lasting  tacks,  driven  haphazard.  This  sole  was  displayed 
in  the  show  window  with  a  card  announcing  that  prizes  of  $25,  $15  and  $10  would  be 
awarded  to  the  three  persons  who  made  the  nearest  correct  guesses  to  the  exact  number 
of  tacks  in  the  sole. 


182 


HOW  TO  ADVERTISE  A  RETAIL  STORE 

COUPONS  EXCHANGED  FOR  CAR  FARE 


Baker  Bros.,  of  Brockton,  have  an  inexpensive  method  of  reaching  the  near-by  out- 
of-town  trade.  They  work  one  town  at  a  time,  and  the  four-page  circulars,  12  x  8i, 
which  they  use  are  thoroughly  distributed  by  carriers.  These  circulars  contain  illus- 
trations of  leading  and  attractive  summer  styles  iu  men's,  women's  a/id  children's  shoes, 
together  with  well-worded  descriptions.  On  the  fourth,  or  last,  page  of  the  circular  is 
printed  a  coupon  similar  to  the  following: 


PRESENT  THIS  COUPON 

When  making  payment  for  any  pur- 
chase amounting  to  50  cents  or  over, 
and  receive  5  cents  toward  your  car  fare. 

GOOD  UNTIL  JULY  15, 1903. 

BAKER  BROS.,  99  MAIN  ST.,  BROCKTON. 


Lee  Baker,  of  this  firm,  says:  "We  usually  commence  to  cash  these  coupons  just 
about  as  soon  as  we  put  out  the  circulars,  which  is  the  most  substantial  evidence  that  the 
scheme  is  a  winner." 

ATTRACT  THE  DANCERS 

A  shoe  dealer  presented  the  dancing  master  of  his  town  with  a  handsome  pair  of  dancing 
pumps  for  the  privilege  of  placing  in  the  Academy  a  small  show  case  containing  speci- 
mens of  footwear  suitable  for  such  pastime.  The  styles  were  changed  frequently  and 
the  case  paid  expenses  many  times  over. 

A  GOOD  CIRCULAR 

AUBURN,  IND.,  Aug.   17,  1903. 

DEAR  SIR: — While  you  are  in  attendance  at  the  Teachers'  Institute  in  this  city,  August 
24  to  28,  we  want  you  to  call  at  our  store  and  let  us  show  you  the  new  fall  styles  in  foot- 
wear. 

This  store  has  a  reputation  for  style  and  quality  second  to  none  in  northern  Indiana, 
and  our  fall  styles  now  arriving  are  the  prettiest  ever  shown. 

You  need  not  feel  under  obligation  to  purchase,  but  we  think  that  you  should  see 
what  is  newest  and  best  in  footwear  and  we  should  be  more  than  pleased  to  show  you. 

Should  you  desire  to  purchase,  bring  this  letter  and  hand  it  to  the  salesman  who  waits 
on  you,  and  we  will,  as  a  special  inducement,  allow  you  a  discount  of  ten  per  cent,  on 
your  purchase. 

Trusting  you  will  avail  yourselves  of  this  offer  and  our  special  invitation,  we  beg 
to  be,  Your  shoemen, 

BISHOP  &  BEIDLER. 
A  MISSING  LETTER  CONTEST 

The  following  advertisement,  or  one  similar  to  it  appearing  in  the  newspapers  would     \ 
attract  considerable  attention  from  the  mystery  that  would  surround  it.     Most  every  one 
would  try  to  solve  it,  and  as  it  should  be  made  easily  solvable,  would  usually  be  able 
to  do  so. 


SCHEMES  THAT  HAVE  BROUGHT  BUSINESS 


183 


O      N    S- -I-    H    S-          -S    T 
P      R      S        G-C--I-          O 

-  A  H 

A 


A  Hue  present  to  tin-  first   |.<-r-,,ii  \\lio  fills  out  these  spaces. 

A  New   York  Merchant. 


When  the  advertisement  is  fillet!  out  properly  it  will  read,  "John  Smith  sells  the  purest 
groceries  on  <  arth." 

In  case  the  advertisement  proves  too  hard  to  solve  more  letters  can  be  added  until 
it  is  made  easier.  The  proof  of  th«-  difficulty  in  solving  it  will  be  proved  easily  by  the 
number  of  the  coupons  presented  for  redemption  at  the  store. 

TESTING  NEWSPAPER  ADVERTISING 

This  is  "  Brother  Hasan's"  idea  of  testing  the  "pulling  qualities"  of  the  Boston  papers 
in  which  he  advertises: 


A  TEST  CASE 

I  want  to  know  which  of  the  Bos- 
ton papers  show  the  best  results  as 
advertising  mediums. 

I  :ilso  want  to  close  out  every  pair 
of  "Oblast"  Oxfords  I  have  on  hand. 

To  accomplish  both  purposes  I.make 
you  this  offer. 

Present  this  "ad."  at  time  of  pur- 
chase. 

IT  IS  WORTH  $2.00  ON  EVERY 
SALE  OF  OUR  $5.00  GRADE 
"OBLAST"  OXFORDS,  AND  $1.00 
ON  EVERY  SALE  OF  OUR  $3.50 
GRADE  "OBLAST"  OXFORDS. 

This  makes  the  $5.00  grade  cost  you 
$3.00  and  the  $3.50  grade  cost  you 
$2.50. 

GOOD  ONLY  FOR  FOUR  DAYS, 
AUG.  19  to  AUG.  23. 


Brother  Hagan 

The  "Oblast"  Shoeman 

Hagan's  Corner— Wash,  &  Boylston  Sts, 

BOSTON 


SOUVENIR  POSTAL  CARDS 

Brill  Bros.,  New  York  City,  sent  to  each  name  on  their  mailing  list,  a  pictorial  postal 
card,  dated  at  Paris,  containing  the  following  statement:  "Greetings  from  a  member  of 
Brill  Brothers,  who  is  now  abroad  in  search  of  new  styles  and  ideas  for  men's  wear." 


184  HOW  TO  ADVERTISE  A  RETAIL  STORE 

CHRISTMAS  PRIZE  CONTEST 

If  you  are  a  "gent's  furnisher"  or  clothier,  offer  a  nice  prize,  either  cash  or  merchan- 
dise, to  the  man  who  sends  you  the  most  complete,  most  sensible,  and  most  tasteful  list 
of  presents  suitable  for  men.  Then  publish  the  winning  list  and  perhaps  the  next  best 
in  your  advertisements.  Stores  handling  feminine  finery  could  also  make  good  use  of 
this  plan,  giving  the  prize  for  the  best  list  of  presents  for  women.  Toy  stores,  too,  can 
arouse  interest  among  the  young  folks  by  a  similar  contest. 

AN  EASY  SCHEME  TO  WORK 

First  procure  photographs  of  ten  of  the  most  prominent  men  in  the  place.  Have 
these  grouped  together  and  reproduced  with  masks  hiding  the  greater  part  of  the  faces. 

Offer  prizes  for  correct  lists  containing  the  names  of  the  men. 

If  this  proves  at  all  difficult  the  scheme  can  be  carried  further  by  giving  slight  bio- 
graphical sketches,  one  at  a  time,  of  the  men  in  the  group.  Care  should  be  taken  how- 
ever in  doing  this  that  enough  is  left  unsaid  to  still  keep  the  public  guessing. 

A  PHONOGRAPH  IDEA 

A  cigar  dealer  had  a  phonograph  so  attached  to  his  cigar  cutter  that  whenever  it  was 
used  it  would  be  set  going.  The  first  intimation  of  its  connection  with  the  cutter  was 
made  known  by  a  bugle  call  which  was  followed  by  the  words,  "My  friend,  smoke  the 
Owl  cigar,  only  five  cents."  This  attracted  considerable  attention  and  sold  many  Owl 
cigars. 

THE  LEFT  GLOVE 

S.  B.  Stern,  of  Shanfield  &  Stern,  Kokomo,  Ind.,  sent  out  a  number  of  gloves  to 
customers  during  a  glove  sale.  The  right  glove  only  was  sent  and  a  message  with  it 
explained  that  the  left  one  could  be  obtained  by  calling  at  the  store.  It  was  also  explained 
that  if  the  glove  did  not  happen  to  fit  it  could  be  exchanged  for  one  that  did. 

Such  an  idea  could  be  adapted  to  many  articles.  Hosiery,  for  one  thing  would  stand 
advertising  in  that  manner. 

Purchase  a  good-sized  job  lot  of  fancy  hose,  say  something  that  would  sell  in  the  regu- 
lar order  of  events  for  about  twenty  cents  the  pair.  Mail  one  of  these  hose  to  a  selected 
list  of  men  and  women — preferably  people  of  families — in  your  town. 

With  this  odd  hose  mail  also  a  card  printed  with  a  legend  something  after  this  fashion : 

"This  is  the  left  hose;  the  right  one  can  be  procured  free  at  the  right 
store  by  presenting  this  card  filled  out  with  your  name  and  address,  to 
gether  with  checks  showing  that  you  have  purchased  —  —  worth  of  hosiery 
at  the  right  hosiery  department. 

"If  this  hose  is  not  just  your  size,  you  can  obtain,  free,  one  that  is,  by 
calling  at  the  hosiery  department  of  Push,  Hustle  &  Co." 

Besides  drawing  a  crowd  to  a  store  this  scheme  could  be  made  the  means  of  securing  an 
excellent  mailing  list  of  customers  who  are  susceptible  to  that  kind  of  advertising. 

A  NEWSPAPER  CONTEST 

Very  often  newspapers  would  assist  the  local  merchants  in  making  their  advertise- 
ments more  resultful  if  they  knew  how.  The  Boston  Post  hit  upon  the  following  unique 
and  novel  prize  contest  which  shows  how  the  one  can  help  the  other: 

The  paper  offers  prizes'  aggregating  $50  each  week  for  the  biggest  bargains  found  in 
the  Sunday  Post  advertisements.  Only  women  may  compete  and  purchases  must  be 
made  and  then  a  letter  written  to  the  editor,  stating  why  the  reader  thinks  they  have  secured 
a  "good  thing."  This  scheme  should  prove  profitable  to  the  merchants,  the  paper  and 
its  subscribers. 


SCHEMES  THAT  HAVE  BROUGHT  BUSINESS  185 

A  CO-OPERATIVE  SCHEME 

The  business  men  of  a  \Ye>tern  town  of  (MM)  inhabitants  have  developed  a  novelty  in 
advertising  that  has  been  productive  of  much  benefit.  They  get  together  one  day  in 
each  week  and  offer  a  prize  of  $5  to  the  farmer  who  drives  the  greatest  distance  to  the 
town,  on  business.  He  must  be  a  farmer,  and  he  must  come  on  business;  no  tramps 
will  be  considered.  Hf  must  market  a  few  hogs,  or  kine,  or  some  products  of  the  farm, 
or  he  must  come  and  do  some  trading — either  buy  some  hardware  or  general  merchandise, 
get  a  shave,  or  patronize  the  dentist  or  the  doctor.  He  must  prove  conclusively  the  dis- 
tance he  came,  ami  the  farmer  who  has  made  the  longest  trip  gets  the  purse.  It  has 
proven  a  great  drawing  card  for  the  town,  and  men  come  with  their  families  from  as  far 
as  forty-five  miles  distant,  over  nice,  level  country.  The  matter  is  thoroughly  advertised 
in  the  newspaj>ers,  anil  farmers  subscribe  to  keep  posted. 

A  HIDDEN  WORD  CONTEST 

A  hidden  word  contest  was  carried  on  by  a  merchant,  who  offered  twelve  prizes  amount- 
ing to  $.'50  in  cash  to  the  persons  bringing  in  the  greatest  number  of  advertisements  with 
the  phrase  correctly  marked.  This  is  the  first  advertisement  of  the  contest,  and  will 
explain  the  scheme: 

Save  this  advertisement — save  every  advertisement  from  this  store.  $30 
in  prizes  to  those  bringing  in  the  greatest  number  of  our  advertisements  from 
now  to  June  1st.  In  two  places  in  this  advertisement,  and  in  every  adver- 
tisement of  this  store  from  now  until  June  1st,  the  expression,  "Your  Store" 
will  be  used.  Find  the  two  places  in  every  advertisement  and  mark  them 
with  a  pencil.  Sometimes  they  will  be  hard  to  find,  and  other  times  it  will  be 
easy.  Now,  collect  all  our  advertisements  you  can  find  every  week.  It 
may  be  you  will  be  the  only  one  in  your  neighborhood  who  will  be  saving 
the  "ads."  In  this  case  you  can  get  your  neighbors  to  save  their  papers 
with  our  advertisements  in  for  you.  Mark  the  places  where  you  find  the 
expression  "Your  Store,"  and  bring  them  here  every  week  at  least,  where 
an  accurate  record  will  be  kept  of  the  number  you  bring  in.  Our  advertise- 
ments appear  in  —  —  and ,  etc.,  so  you  have  a  great  many  chances 

to  collect  all  of  these  papers  around  your  neighborhood.  On  Saturday, 
June  2nd,  we  will  give  a  cash  prize  of  $10.00  to  the  person  bringing  or  send- 
ing in  the  greatest  number  of  our  advertisements  correctly  marked.  To 
the  one  getting  the  second  largest  number,  $5.00  in  cash;  to  the  next  five 
in  order  $2.00  each,  and  to  the  next  five  in  order  $1 .00  each.  12  cash  prizes 
in  all.  Your  chance  is  good  to  get  one  of  them,  and  it  doesn't  cost  you  a 
cent  to  try.  If  you  live  at  a  distance  send  your  advertisements  by  mail  every 
week,  with  your  name  and  address.  Your  chance  is  just  as  good  as  if  you 
lived  here.  Get  the  habit  of  looking  for  and  reading  our  advertisements. 
The  bargains  advertised  each  week  are  real  and  money  savers  to  you. 

The  contest  lasted  six  weeks.  The  names  of  twelve  leaders  were  published  every 
week,  and  a  bulletin  of  the  leaders  was  kept  in  the  show  window.  During  the  last  week 
the  window  was  piled  up  with  the  advertisements  sent  in. 

LITERARY  CONTEST 

Howell  Bros.,  Jewelers,  Windsor,  Ont.,  used  a  scheme  that  brought  a  good  deal 
of  attention  to  their  store.  The  scheme  might  be  called  a  "Literary  contest."  Prizes 
were  offered  for  the  three  best  essays  on,  "  Why  you  should  buy  your  jewelry  at  Howell 
Bros."  In  the  advertisements  announcing  the  contest,  a  number  of  reasons  were  given 
why  people  should  trade  with  Howell  Bros.,  as  a  guide  for  those  writing  the  essays. 


186 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


A  SUMMER  SCHEME 

Hood's  clothing  store  in  Sparta,  111.,  attracted  a  good  deal  of  public  notice  recently 
at  a  small  cost.  A  large  picnic  was  held  that  was  attended  by  the  whole  town  and  Hood's 
got  into  the  limelight  by  distributing  a  lot  of  cards  which  contained  the  following: 

WHO  Is  THE  MAN? 

A  genuine  South  American  Panama  hat  free  to  the  first  person  to 
guess  who  is  the  man. 

There  is  a  man  on  the  picnic  grounds  (from  1  to  5  P.M.)  representing 
THE  YELLOW  FRONT,  Sparta's  Good  Clothes  Store— he  is  wearing 
a  "HOOD"  outfit  from  head  to  foot.  To  the  first  person — -man,  woman 
or  child — who  hands  him  one  of  these  cards  and  asks  him  in  these  exact 
words,  "Do  you  buy  your  clothes  at  Hood's  Yellow  Front?"  he  will  pres- 
ent an  order  for  a  $0  Panama  hat.  Should  a  lady  be  the  first,  she  will 
also  receive  an  order  for  a  two  pound  box  of  candy  in  addition  to  the  hat. 

Get  busy;  spot  the  Hood  suits  on  the  grounds,  ask  the  man,  and  it's 
your  Panama.  Positively  no  one  knows  his  identity,  except  the  members 
of  our  firm — you  have  an  even  chance.  Hood's  clothes  are  different;  you 
can  easily  tell  them  by  the  distinguished  fit  and  hang  as  well  as  by  the 
smart  and  exclusive  patterns. 

W.  J.  Mitchell,  of  Waco,  Tex.,  gave  $100  in  cash  free  to  customers  who  were  able  to 
count  all  the  Texas  hats  in  his  window.  Herewith  we  reproduce  the  ad  announcing  this 
offer. 

J.  S.  Ivins'  Son,  Philadelphia,  Pa.,  struck  a  lucky  idea  to  increase  the  sale  of  his 
cakes.  These  cakes  are  sold  to  grocers  throughout  the  city  and  are  cleverly  advertised 
through  the  newspapers  to  the  customers  of  these  stores. 

$100  IN  CASH  GIVEN  AWAY! 

Dae.  31, 1 0  a.  m. ,  To  the  Customers  of  the  Mitchell  Ston 


finding  of  the  iS-karM  gold  rin*. 

i^T"  "TJ**  *"•• "» •""•"  •" "» <*•*•«  "*  *•""- 

''n*°*  " ' 


***'  ^»''-<*"t»T  f»p»U6o«  i«  4  ruartfli**  t)i*t  Bndi  nag  <;«k«    ^fT 
j'l^t?*0*'*  '•  pouo4-c«l(«  fMkiikf.  *• 

«HI  *•*»•_  iMti  <rf  tk«  *i         A^tf?*^  l-Ti_'yjtr .  "E**"" '«-  -  •  — — 


Bride-ring  Cake 


Count  the  Tc 


Write  or  o»Jl  for  "Mitchell1*  T»!k,"  it*  fr*e  »nd  it  ^t»»»  fall  par- 
ticular, of  tbii  GRAND  FREE  DISTRIBUTION  OP  CASH.  tf. 
you  Iiv«  in  »ny  town  wntre  T«T»«  H»t»  »re  »old  you  »i»  »nUtl»d  to. 
compete  wh»n  you  buy  a  Te»a»  H»t.  Art  your  deattr  to  write  for 
Information 

W.  J.  MITCHELL 

THE  CLOTHIER'  UNO- SHIRT  MAN 
.  TEXAS 


20c  Ib. 

The  most  extraordinarily  successful  cake  that . 
has  ever  come  out  of  any  bakery. 

gtutnj  I  &i«tv.  Btnk*  ft  ftkMI. 

Solid    I8k :  Gold  Ring.  Free 


rb«»cr*.h(jrd-V  prtc 


SCHEMES  TO  ATTRACT  BOYS  AND  GIRLS  187 

Very  often  it  is  neces>ury  for  a  selling  scheme  of  some  kind  to  start  the  ball  rolling 
and  place  a  business  upon  a  paying  basis.  A  careful  reading  of  the  two  advertisements 
of  I\iu's  Bride-ring  Cake  will  give  the  reader  a  general  idea  of  the  whole  scheme  and  of 
how  it  is  worked  and  advertised. 


CHAPTER  XXXII 

SCHEMES  TO  ATTRACT  BOYS  AND  GIRLS 

A  NUMBER  of  merchants  throughout  the  country  to-day  are  making  a  strong  bid 
for  the  juvenile  trade  of  their  towns.  Boys  are  a  hopeful  class  to  work  among, 
and  will  work  like  Trojans  in  the  hope  of  a  small  reward.  There  are  avenues 
without  number  through  which  their  trade  may  be  attracted  to  the  store  of  the  dealer 
who  gets  up  and  hustles  after  it  in  dead  earnest.  If  the  goods  are  what  they  ought  to 
be  a  boy  can  usually  wheedle  his  parents  into  buying  his  clothes  at  the  store  that  offers 
him  some  personal  inducement  for  his  trade.  A  strong  characteristic  of  every  boy,  yes 
and  of  "children  of  a  larger  growth,"  is  a  love  of  the  element  of  mystery  and  chance; 
therefore,  an  otfer  of  a  "mysterious  package"  with  every  purchase  of  boys'  clothing  will 
be  apt  to  greatly  stimulate  trade  in  this  line.  These  packages  should  contain  articles 
dear  to  every  boyish  heart  jack-knives,  balls,  fishing  outfits,  etc.,  and  the  contents 
should  vary  in  value  according  to  the  amount  of  the  purchase.  A  variation  of  this  same 
idea  would  be  to  have  sewn  up  securely  in  one  pocket  of  every  boy's  suit  or  overcoat  an 
order  for  some  one  of  such  articles  on  some  store  making  a  specialty  of  such  goods.  Many 
stores  now  give  baseball  outfits  with  boys'  suits,  but  the  uncertainty  is  what  lends  charm 
to  the  above  schemes. 

A  firm  down  in  Maine  recently  stirred  up  their  trade  in  this  line  by  instituting  an 
advertisement-writing  contest  for  the  high  school  pupils,  offering  two  weekly  cash  prizes 
to  the  pupils  who  compose  the  most  catchy,  pointed,  telling  advertisements  that  will 
leave  no  possible  doubt  in  the  mind  of  the  reader  as  to  the  preeminence  of  this  firm's  line 
of  men's  and  boys'  clothing,  with  reference  to  economy,  style,  durability,  etc.  This 
double-barreled  advertisement  has  struck  right  at  the  root  of  their  patronage  by  exciting 
the  interest  of  parents,  besides  drawing  some  really  creditable  advertisements  from  the 
brightest  of  the  youngsters.  At  the  end  of  several  months  the  prize-winning  advertise- 
ments are  to  be  collected  and  published  in  booklet  form,  and  it  is  pretty  safe  to  say  they 
will  be  more  widely  read  and  give  this  firm  more  desirable  publicity  than  if  prepared  by 
some  high-priced  expert. 

The  following  scheme,  which  originated  in  the  fertile  brain  of  a  resourceful  manager, 
was  unique  and  of  a  character  to  commend  it  especially  to  boys.  He  organized  a  baseball 
team  from  among  the  boys  of  a  neighboring  school,  whose  ages  ranged  from  eleven  to 
fourteen,  named  them  "Blank's  World  Beaters,"  and  equipped  them  with  blouses  and 
caps  bearing  this  name.  The  team  challenged  everything  of  its  size  in  its  own  and 
neighboring  towns,  and  whenever  it  won  it  was  given  some  small  prize  by  the  firm  which 
it  so  ably  helped  to  advertise  in  this  manner.  A  vacant  field  at  no  great  distance  from 
the  store  was  leased  and  put  in  proper  shape,  and  here  the  team  practiced  regularly 
several  times  a  week,  always  surrounded  by  a  good-sized  audience.  Bats,  balls,  mitts 
and  all  necessary  equipments  were  furnished  by  the  firm,  and  expenses  to  and  fro  when 
matches  called  the  team  out  of  town. 

A  very  spirited  voting  contest,  in  which  the  prizes  were  two  scholarships  in  a  local 
business  college,  one  to  go  to  the  young  lady  and  the  other  to  the  young  man  getting  the 
highest  number  of  votes,  was  instituted  last  year  by  a  firm  carrying  both  ladies'  and  gen- 
tlemen's clothing  in  a  hustling  little  town.  The  contest  opened  April  1st  and  ran  until 
graduation  day  in  the  neighboring  high  school.  One  provision  of  the  contest  was  that 


188 

all  votes  cast  must  be  confined  to  members  of  the  graduating  class  of  this  particular  school. 
This  served  to  concentrate  the  interest,  and  set  the  numerous  friends  and  relatives  of  the 
class  to  work  in  their  cause  with  a  will.  Every  twenty-five-cent  purchase  at  the  store 
carried  with  it  one  vote;  thus  a  suit  costing  $20  entitled  the  purchaser  to  eighty  votes. 
The  prizes  were  worth  striving  for,  and  of  such  a  character  as  to  commend  them  espec- 
ially to  the  parents  of  ambitious  young  people,  and  the  scheme  gave  the  firm  a  well- 
deserved  publicity. 

Training  in  the  art  of  self-defense  has  a  strong  fascination  for  boys,  and  one  store 
scored  a  "bit  hit"  by  offering  to  give  free  boxing  lessons  to  all  youths  between  the  ages 
of  ten  and  eighteen  who  patronized  their  store.  Arrangements  were  made  by  the  firm 
with  an  instructor  of  the  manly  art  for  a  certain  number  of  lessons  for  their  youthful 
patrons,  one  lesson  for  every  $5  worth  of  goods  purchased.  They  further  supplemented 
the  advertising  value  of  this  scheme  by  issuing  an  illustrated  booklet  on  the  art  of  boxing, 
which  also,  of  course,  contained  much  good  advertising  of  their  goods. 

"Mocking  Bird  Day"  was  the  heading  recently  seen  over  the  newspaper  advertise- 
ment of  a  clothing  firm.  The  advertisement,  stated  that  every  boy  who  visited  their 
boys'  clothing  department  on  the  following  day  in  company  with  either  of  his  parents 
would  be  presented  with  a  wonderful  mocking  bird  whistle,  whether  any  purchase  was 
made  or  not.  Attention  was  called  to  a  special  line  of  boys'  summer  blouses  at  very  low 
prices. 

To  celebrate  the  re-opening  of  their  enlarged  and  improved  department  of  boys'  and 
youths  clothing,  one  firm  instituted  a  painting  competition  for  boys  by  issuing  a  book 
containing  six  copies  in  colors,  having  the  outline  of  each  copy  on  the  opposite  page  ready 
for  coloring.  Ten  prizes  were  offered,  and  the  competition  was  open  to  all  boys  under  lin- 
age of  sixteen.  The  books,  of  course,  were  likewise  valuable  advertising  mediums,  being 
filled  with  illustrated  advertisements  of  their  offerings  in  boys'  wear. 

A  store  on  a  busy  corner  recently  had,  in  the  midst  of  a  big  window  showing  of  boys' 
clothing,  a  hanging  glass  shelf  piled  with  wooden  rattles,  with  a  placard  reading:  "  Hoys 
make  a  noise  and  let  people  know  you  are  on  earth.  One  of  these  watchman's  rattles 
given  with  every  purchase  of  a  boy's  suit." 

A  scheme  which,  so  far  as  known,  has  not  yet  been  tried  by  any  house,  but  which  at 
least  contains  food  for  thought,  would  be  to  start  a  boys'  camp  in  some  favorable  locality. 
Then  advertise  that  all  boys  or  young  men  between  certain  specified  ages,  whose  pur- 
chases at  the  store  during  the  year  aggregated  a  certain  sum — say  $50 — might  spend  a 
week  at  the  camp,  enjoying  its  fishing,  boating  and  other  privileges,  all  free  of  charge. 
This  would  be  a  treat  greatly  appreciated  by  numbers  of  city  boys,  and  the  scheme  ought 
to  prove  a  winner  if  worked  out  in  the  right  way. 

Some  of  the  large  department  stores  are  spending  many  hundreds  of  dollars  every 
year  in  interesting  the  juveniles  of  the  family.  One  of  these  stores  had  a  miniature  Coney 
Island  on  the  roof  in  full  swing.  A  real  Italian  organ-grinder  was  provided,  also  a 
menagerie  of  monkeys,  pigeons,  rabbits,  dogs,  fish,  alligators,  etc.  A  live  donkey  was 
also  kept  busy  giving  the  children  rides.  The  roof  was  sodded,  and  plants  and  flowers 
were  arranged  in  such  a  way  as  to  make  a  most  delightful  scene.  Another  great  depart- 
mental store  is  making  plans  to  entertain  the  children  on  a  larger  scale  than  ever,  with  the 
addition  of  popular  musical  entertainments.  Another  proposes  to  give  a  vaudeville 
entertainment  twice  daily  during  the  season,  while  another  has  secured  the  services  of  a 
clever  magician.  These  facts  show  how  the  services  of  the  children  in  drawing  trade  is 
esteemed  by  these  great  mercantile  concerns.  Every  dealer,  if  lie  be  so  disposed,  can  do 
something  to  attract  the  little  folks. 

A  good  scheme  to  attract  the  attention  of  boys  and  girls  can  be  used  for  any  Fourth 
of  July.     Boys,  and  girls,  too,  always  take  a  lot  of  pleasure  in  the  noise  made  by  fire-\> 
crackers.     A  plan  similar  to  the  following  could  be  worked  by  any  merchant. 

About  the  20th  or  2oth  of  June  advertise  the  fact  that  ten  packages  of  fire-crackers 
will  be  given  for  the  best  picture  of  "Washington  Crossing  the  Delaware"  drawn  by  a  ; 
boy  or  girl  under  twelve  years  of  age.     If  a  good  copy  of  this  picture  is  obtainable  it  might 


STARTS  TO-DAY 


\ 


— ahother 

FREE        r^r 

distribution  of 

Dominoes 

—one  set»  full  size,  good  quality,  presented  to  every 
collector  of  i  o  tin  tags  from 


JERSEY 
CREAM 


BREAD 


— to  provide  for  those  who  were 
unable  to  finish  their  collection  of 
JERSEY  CREAM  tin  tags 
before  the  initial  supply  was  ex- 
]!//  hausted  we  have  secured  another 
supply  which  we  trust  will  be  ample 
for  all.  Start  your  collection  at 
once  if  you  have  not  already  done 
so — only  takes  10 — complete  it  as 
soon  as  possible  and  exchange 
them  for  the  dominoes  at  your 
grocers,  or, 


NOTICE! 

The  only  JERSEY 
CREAM  bread 
bearing  a  tin  tag-  is 

Matthaei's 

—the  original  and 
only  genuine 

JERSEY 
CREAM 

So-called  Jersey 
Cream  bread  with- 
out the  tin  tag  is, 
therefore,  an  imita- 
tion. 


Matthaei's  BaKery 


The  above  advertisement  explains  itself.     Many  merchants  and  manufacturers  build  up 
an  excellent  trade  by  giving  premiums  that  appeal  more  to  children  than  to  grown  ups. 


190  HOW  TO  ADVERTISE  A  RETAIL  STORE 

be  displayed  in  the  window  together  with  the  fire-crackers.  Other  prizes  of  five,  two  and 
one  packages  should  also  be  offered.  Or  one  package  might  be  offered  for  every  entry 
that  received  honorable  mention.  There  could  be  three  first  prizes  and  twenty  honorable 
mention  prizes  given  at  a  very  small  cost. 

Such  a  contest  will  take  a  lot  of  interest  right  into  the  very  homes  of  the  contestants 
and  others.  It  ought  to  prove  good  in  any  town  or  city. 

Another  scheme  in  the  nature  of  a  souvenir  or  gift  plan  could  be  used.  Have  about 
500  little  flags  with  the  inscription  "Compliments  of  -  "  printed  on  them.  Hire 

some  one  to  walk  the  streets  and  give  one  to  every  child  he  meets.  This  distribution  might 
extend  to  three  or  four  days  before  the  fourth  according  to  the  number  of  flags  to  be  dis- 
tributed and  the  size  of  the  city. 

One  store,  some  time  ago,  advertised  to  give  away  four  $10  dolls  to  girls  between  the 
ages  of  three  and  ten.  With  every  purchase  made  at  the  store  was  given  a  regular  sales 
check.  The  name  and  address  of  the  purchaser  was  written  on  the  sale's  slip  and  depos- 
ited in  a  box.  From  this  box  were  selected,  on  a  day  set  for  the  drawing,  four  of  these 
slips.  The  names  and  addresses  upon  them  determined  who  were  to  receive  the  prizes. 
They  were  notified  to  bring  the  girls,  to  whom  they  wished  the  prizes  given,  with  them 
on  another  day  set  for  the  purpose,  when  they  were  presented  with  the  four  dolls. 

Various  articles  of  interest  to  children,  such  as  baseballs,  bats,  footballs,  dolls,  knives, 
fishing  rods,  etc.,  can  be  successfully  used  as  souvenirs  or  premiums  in  any  store  selling 
children's  wearing  apparel,  or  articles  used  by  children. 

Children  can  even  be  made  to  work  for  the  store  by  the  offer  of  prizes  or  commis- 
sions. A  Massachusetts  shoeman  originated  a  little  scheme  of  this  nature  and  had  nearly 
every  boy  and  girl  in  his  town  working  for  him.  The  scheme  was  in  reality  little  less 
than  a  discount  sale  put  forth  in  an  original  manner.  The  discount  was  not  made  to  the 
customer  but  was  given  to  the  hundreds  of  little  agents  that  worked  for  the  commissions. 
The  scheme  was  described  in  a  circular  as  follows: 

"EARN  SOME  MONEY  FOR  CHRISTMAS 

"Every  boy  and  every  girl  in  Stoneham  may  with  a  very  little  effort 
earn  some  extra  money  for  Christmas — and  none  of  these  boys  or  girls 
need  to  be  told  how  handy  extra  money  is  at  Christmas — or  for  that  matter 
at  most  any  time.  Xitren  the  Shoeman  is  going  to  be  the  Santa  Claus — only 
he  is  going  to  give  this  money  as  fast  as  the  boys  and  girls  earn  it — and 
let  them  have  it  to  spend  now  or  put  away  for  Christmas. 

"He  is  going  to  pay  a  commission  of  10  per  cent,  on  any  shoe  repairing 
work  brought  to  him  by  any  boy  or  girl — from  now  until  Christmas.  Ten 
per  cent,  means  5c.  on  a  50c.  repair  job — lOc.  on  a  $1  job,  etc.  It  will 
surprise  some  boys  and  girls  how  easy  it  is  to  earn  extra  money  by  this 
plan. 

"  Regular  repairing  prices  will  prevail,  and  these  prices  are  the  lowest 
that  can  possibly  be  made  for  the  finest  workmanship  and  honest,  high 
grade  leather.  Under  no  circumstances  will  we  reduce  the  superior  value 
of  our  repair  work,  which  cannot  be  equaled  in  Massachusetts. 

"  Boys  and  girls  should  keep  this  circular  and  remember  to  bring  all 
their  repairing  to 
"ZITREN  THE  SHOEMAN,  Main  and  Hersham  Streets,  Stoneham." 

This  kind  of  advertising  scheme  can  be  adapted  and  suited  to  a  great  many  different 
lines.  A  card  can  be  presented  to  children  of  certain  ages  with  amounts  of  various  sizes 
running  from  5  to  25  around  its  edges.  These  amounts  could  be  punched  out  when1 
purchases  are  made  and  the  card  presented.  The  boy  or  girl  holding  a  card  with  all  the 
amounts  punched  out  could  be  given  a  certain  premium.  This  will  help  to  interest  the 
boys  and  girls  to  advertise  the  store. 


SCIIKMKS  TO  ATTRACT  BOYS  AND   GIRLS  191 

Musical  entertainments  calculated  to  interest  the  children  could  be  given  at  times 
in  tin-  stun-  and  would  no  doubt  draw  forth  a  lot  of  youngsters.  Magic  lantern  shows 
and  moving  picture  exhibitions  make  another  excellent  attraction  for  children  and  would 
attract  the  grown  folks  as  well. 

The  dealer  who  goes  systematically  after  the  trade  of  the  children  by  the  use  of  little 
advertising  schemes  will  find  it  worth  a  great  deal  of  trouble  and  time  in  their  preparation. 
It  i>  said  that  "train  a  twig  in  the  way  it  should  grow"  and  it  will  ever  after  grow  in 
that  direction.  This  can  be  logically  applied  to  our  present  contention:  Train  the 
youngsters  to  come  to  your  store  and  they  will  ever  after  come  to  you  with  their  needs. 
If  they  don't  it  must  be  your  own  fault.  You  had  a  chance  at  any  rate  to  hold  them,  and 
you  should  have  done  so. 

A  Boston  merchant  offered  a  valuable  present  to  the  boy  or  girl  turning  in  the  five 
most  attractive  show  cards  for  window  use.  The  re>ulf  was  exceptionally  good  and  the 
dealer  secured  a  great  many  good  cards.  The  children  were  told  that  the  cards  were  to 
l>c  of  a  certain  size.  This  plan  would  work  well  with  any  merchant  using  window  or 
show  cards.  The  present  or  presents  can  IK-  one  or  more  useful  articles.  It  should  be 
advertised  by  circular,  by  a  notice  in  the  local  paj>er,  or  both.  In  some  places  instructors 
of  drawing  or  the  school  teachers  might  be  interested.  The  number  of  words  on  each 
card  should  be  limited. 

A  scheme  along  somewhat  similar  lines  was  used  by  the  London  Clothing  Co.,  Co- 
lumbus, Ohio.  They  describe  it  as  follows: 

"We  got  out,  and  distributed  at  the  schools,  a  circular  to  this  effect: 
"Boys  of  fifteen  or  under  were  to  make  a  drawing  of  a  subject  appropriate  to  the 
London  Clothing  house,  on  a  sheet  of  white  paper  (>  \  9  inches  and  in  black  ink.  These 
were  to  be  brought  into  the  store  before,  a  certain  date.  For  the  best  five  drawings  we 
aaid  $1.(M)  each,  and  these  we  had  engraved  and  printed  in  the  local  papers,  one  each  on 
successive  Saturday  nights.  The  boys  took  to  the  idea  and  we  had  no  end  of  drawings 
handed  in,  most  of  them  done  with  spirit  and  with  excellent  ideas,  so  that  it  was  really 
difficult  to  pick  out  the  prize  winners.  We  made  an  exhibition  of  all  the  drawings  received, 
in  our  show  window  and  it  was  a  big  attraction.  We  required  no  purchase  from  con- 
testants; that  might  be  a  better  plan.  A  circular  advertising  such  a  scheme  must  be 
carefully  written,  as  the  wording  must  be  clear  to  everyone.  The  whole  scheme  cost  but 
little,  and  paid  well  in  boys'  clothing  sales  and  the  advertising  gotten  out  of  it." 

A  photographic  contest,  between  boys  and  girls  from  ten  to  sixteen  years  of  age,  would 
prove  a  winner  in  some  of  our  larger  towns  and  smaller  cities.  Have  an  attractive  trim 
of  goods  suitable  for  their  use  or  wear  and  have  it  photographed  by  the  amateur.  Most 
boys  and  girls  own  cameras  to-day  and  the  amateur  photographer  is  usually  a  very  enthus- 
iastic person,  especially  when  it  comes  to  taking  pictures.  The  contest  should  be  adver- 
tised in  the  newspapers.  The  week  before  place  a  neatly  lettered  card  in  the  center  of 
your  window,  announcing  the  contest.  The  prizes  should  be  shown  in  the  window. 
The  prizes  might  consist  of  a  handful  of  silver.  Twenty  quarters  for  the  first  prize; 
twenty-five  dimes  for  the  second  and  twenty  nickels  for  the  third  prize  would  make  an 
elaborate  showing  in  the  window. 

The  center  of  the  window  should  be  given  to  the  display  of  the  prizes.  We  believe 
that  your  store  window  will  be  the  mecca  for  amateur  photographers  all  during  the  contest. 
If  there  are  any  mirrors  in  the  window  cover  them  with  cloth  or  crepe  paper  so  that  flash- 
lights may  be  taken  at  night,  as  it  is  difficult  to  take  a  window  with  strong  reflections  in 
the  daytime,  and  many  of  the  camera  fiends  will  want  to  avoid  the  crowds  by  trying 
their  skill  after  business  hours.  We.  would  suggest  that  the  contest  extend  not  over  three 
or  four  days,  as  it  is  difficult  to  keep  up  interest  longer  than  that  time.  This  will  also 
give  ample  time  for  several  trials,  if  the  photographers  at  first  do  not  have  good  luck. 
Have  the  rules  for  the  contest  so  simple  that  they  may  be  lettered  on  a  card  and  placed  in 
the  window.  Do  not  require  that  every  contestant  make  a  purchase  at  the  store.  Bar 


192 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


all  professional  photographers.  When  the  pictures  are  handed  in  and  the  prizes  awarded 
make  a  window  of  the  various  photographs,  giving  the  most  prominent  place  to  the  three 
prize  winning  pictures,  which  could  be  marked  with  the  names  of  the  successful  con- 
testants. 

To  prolong  the  interest  in  such  a  contest  the  public  could  be  asked  to  name  the  win- 
ners.    This  could  be  done  by  giving  every  customer  a  vote  as  to  the  best  photographed 
The  three  highest  could  then  be  awarded  the  three  prizes.     The  voting  should  be  all  I 
done  in  about  a  week's  time  so  as  not  to  keep  the  youthful  contestants  waiting  too  long. 

Jenkins  Bros.,  Chippewa  Falls,  Wis.,  were  fortunate  recently  in  planning  a  novc 
scheme  that  not  only  drew  trade  to  their  store,  but  enabled  them  to  make  several  improve 
ments  in  their  management  and  methods  which  were  extremely  beneficial  in  getting 
results. 

Their  plan  is  not  particularly  new  in  the  main,  it  has  been  worked  in  a  variety 
forms  before,  but  Jenkins  Brothers  application  of  it  is  original.     The  concern  annount 
that  they  would  give  a  beautiful  doll  to  the  little  girl  who  wrote  the  best  letter  giving  tl 
reasons  why  her  mother  liked  to  trade  with  Jenkins  Brothers.     Every  effort  was  m; 
to  bring  it  to  the  attention  of  all  the  school  children  in  Chippewa  and  the  surroundii 
towns.     Their  newspaper  displays  contained  several  clever  announcements  of  the  plar 
and  in  addition  an  attractive  circular  was  sent  to  nearly  all  the  householders.     The  doll, 
an  exceptionally  fine  one,  with  a  splendid  assortment  of  lingerie  and  dresses,  was  giver 
a  place  in  one  of  the  show  windows.     At  her  feet  was  the  following  placard : 


Do  you  know  why  your  mamma  trades  at  Jenkins  Bros.? 
Ask  her.    Then  write  and  tell  me.     The  best  letter  gets  me. 


Hundreds  of  letters  were  received,  a  large  percentage  of  them  commonplace  ai 
what  might  have  been  expected.     The  rest  were  bright  and  unusual  and  contained  soi 
good  ideas.     Some  mammas  had  evidently  given  any  reason  that  came  into  their  lies 
reasons  that  were  no   reasons  in  many  instances;    others  had   honestly  endeavored 
decide  why  a  preference  should  be  given,  and  in  some  letters  the  evident  sincerity 
the  expression  told  plainly  that  the  little  girl's  mother  was  a  customer  from  some  par- 
ticular preference  which  she  found  no  difficulty  in  expressing. 

The  store  was  liked  because  it  was  clean,  near  at  hand,  and  goods  cheap,  clerks  were 
polite  and  they  had  things  no  one  else  had,  gave  rebate  checks,  etc.  One  of  the  best  let- 
ters which  came  to  our  notice  was  the  following: 

DEAR  MR.  JENKINS: 

I  am  eight  year  old  and  would  like  to  get  that  nice  doll  you  have  in 
your  window. 

My  mamma  says  she  likes  to  do  her  trading  at  your  store  because  you 
always  have  the  best  goods,  and  mamma  says  all  the  clerks  are  so  polite, 
and  I  think  so  too,  because  they  always  wait  on  me  when  my  turn  comes, 
even  if  I  am  small.  And  besides  we  get  rebate  checks  and  we  can  get  so 
many  things  with  them.  I  have  told  you  all  I  can  think  of  on  why  it  pays 
mamma  to  trade  at  your  store,  and,  hoping  I  will  get  the  big  doll,  I  remain, 


It  gives  a  valuable  suggestion  to  the  clerk.  He  can  learn  that  it  evidently  pays  to  be 
polite  to  the  youngsters.  Occasionally  they  can  say  a  good  word,  and  almost  always 
they  grow  up.  At  any  rate  childhood  impressions  are  lasting. 

During  a  trip  to  Boston  recently  a  dealer  from  Connecticut  happened  to  be  passing^ 
an  auction  room,  and  out  of  curiosity  stepped  in  and  joined  the  crowd.  He  had  been 
there  but  a  few  minutes  when  a  large  oil  painting,  a  well-executed  copy  of  one  of  De- 


S(  IIKMKS  TO  ATTRACT  BOYS  AND  GIRLS 


193 


failles'  spirited  battle  scenes,  was  put  up  and  ho  bid  it  in  at  a  low  figure.  The  purchase 
of  tin-  picture  developed  into  a  splendid  voting  contest. 

I'pon  his  return  home  the  picture  was  displayed  prominently  in  one  of  his  windows, 
and  he  announced  that  it  would  be  given  to  the  schoolroom  of  his  city  which  turned  in  the 
greatest  number  of  votes.  A  vote  was  a  coupon  which  was  given  with  every  fifty-cent 
purchase  at  his  store.  There  were  no  restrictions  and  no  rules  in  the  contest.  It  was 
announced  to  last  for  eight  weeks,  and  the  ballots  might  be  deposited  at  any  time  or  in 
any  quantities,  the  only  regulation  imposed  being  that  the  votes  cast  for  one  class  could 
not  l>e  later  transferred  to  another. 

The  contest  literally  set  the  town  by  the  ears  and  created  more  excitement  and  inter- 
est than  anything  that  had  been  innovated  in  a  long  time.  From  the  very  beginning  the 
school  children  took  hold  with  a  vim,  and  in  every  seh<x>l  there  was  begun  a  systematic 
campaign  of  vote  getting.  In  a  short  time  every  child  in  town  was  working  with  might 
and  main  to  send  people  to  the  store,  and  was  following  them  right  up  to  see  that  they 
got  the  coupons  and  turned  them  over. 


(B) 


Snspen: e d 
Bubbles. 

Cut  *  di»k 
•bout  the  «i»e 
of  a  half  dol- 
lar ootof  writ- 
ing paper  and 
suspend  in  a 
horizontal  po- 
sition •  by  a 
thread  By 
keeping  the 

disk        moist 

bubbles  will  adhere  to  it  readily. 
With  practice,  several  maybe  attached 
to  first  bubble,  forming  a  chain 

You  can  take  the  labels  from  any  of 
Kolb'i  breads— Family  "Briad,  MolHtr's 
Bread.  "But  I  IT  Bread.  Catt  Bread, 
Vimna  Bread,  French  BnaJ.  "Bat  bt 
careful  to  set  that  each  label  ii  a  gen- 
*uw  Kolb'i  label. 


1 

2 

3 

/Co/6's  |ab*' 

/Co/6's  |ahe| 

Kolb's    'ab<i 

to  be  pasted  her* 

to  be  pasted  here 

to  be  pasted  here 

4 

.5 

6 

/CO/6'S    label 

t^Olb's    label 

/CO/6  5    label 

to  be  pasted  h<>r» 

to  be  pasted  hera 

to  be  pasted  here 

Bubbler  Free 

Makes     bubbles     without    soap-suds 

Given   away   for  six 
Kolb's  Bread  Labels 

pasted  on   one  of    Kolb's  ads. 

\1/"E  want  every  boy  and  girl  who  eats  Kolb's 
bread  to  have  a  Kolb's  Bubbler.  It's  great 
fun !  And  no  messing — no  soap  needed  ;  no 
soap-suds  !  With  each  Bubbler  we  are  going 
to  give  a  lot  of  new  bubble  games.  / 

The  first  thing,  cut  out  this  advertisement.  Then 
ask  mother  to  save  for  you  the  labels  from  Kolb's 
bread.  Paste  six  of  them  on  the  blank  spaces  below. 
A  week  from  next  Monday  (on  February  26),  take  the 
entire  advertisement,  with  the  six  labels  on  it,  to  your 
grocer.  The  grocer  will  tear  off  and  hand,  back,  as  a 
receipt  for  the  labels,  the  corner  coupon.  This  you 

will  keep  until  the  follow- 
ing Wednesday  (February 
2o),  when  you  will  go  back 
to  the  same  grocer  with 
your  coupon,  and'get 
free  a  Kolb's 
Bread  Bubbler. 


BAKERIES 

TENTH  and  REED 
BROAD  and  BUTLER 


gro- 
cer will    give 
back  this  coupon 
as    x    receipt  for  the 
i  Kolb's  bread  labels, 
then,    on       Wednesday, 
ebruary  28,  the  holder  of  this 
coupon  will   return  it  to-  llie-same 
grocfr  and    receive    fres   a-Kolb't 
3read  Bubbler 

Tell  all  year  friends  aioat  i:. 


The  above  advertisement  explains  itself.     There  is  just  a  little  too  much  red  tape  about 
its  provisions.     Two  trips  for  a  child  tc  make  to  a  store  is  one  too  many. 


194 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


In  some  instances  the  work  was  done  in  a  manner  that  was  remarkable  for  its  thor- 
oughness. The  boys  and  girls  had  regular  routes  among  their  friends  and  acquaintances, 
which  they  traversed  every  day  to  learn  if  any  member  of  the  household  was  intending  to 
make  a  purchase,  or  if  they  needed  anything  which  could  be  bought  at  the  store.  In 
many  cases  they  carried  around  with  them  copies  of  the  last  advertisement  that  the  firm 
had  issued  and  called  attention  to  the  different  bargains  that  were  being  offered,  and  tried 
in  this  way  to  work  up  a  sale. 

Clubs  and  societies  were  importuned  to  get  whatever  fittings  they  needed  from  the 
store  that  was  giving  the  picture,  and  in  a  very  short  time  there  was  scarcely  a  person  in 
the  place  who  had  not  been  affected  in  one  way  or  another  by  the  contest. 

The  merchant  on  his  part  took  every  advantage  that  the  contest  offered.  In  his  adver- 
tisements he  endeavored  to  present  bargains  that  the  boys  and  girls  might  talk  about  to 
their  friends  and  so  arranged  his  displays  that  they  appealed  directly  to  the  children. 
Each  week  the  result  of  the  contest  was  announced  in  the  paper  in  detail.  The  publishers 
soon  saw  its  value  as  a  news  item  and  devoted  considerable  space  to  it,  which  helped  it 
immensely  and  did  not  cost  the  merchant  anything. 

On  some  days  he  announced  that  two  and  even  three  coupons  would  be  allowed  with 
purchases  of  certain  lines  of  goods,  and  in  this  manner  not  only  was  enabled  to  move 
certain  slow  stocks  that  had  resisted  several  other  advertising  campaigns,  but  effectually 
livened  up  many  days  which  might  otherwise  have  been  dull  indeed. 

The  contest  continued  over  forty-eight  working  days,  and  something  like  25,000  cou- 
pons were  issued,  while  the  total  sales  for  the  period  were  much  increased  over  any  former 
year.  The  awarding  of  the  picture  and  the  installation  was  made  an  occasion  of  much 
ceremony.  It  was  held  in  the  evening  at  the  schoolhouse,  and  was  turned  over  formally, 
with  short  speeches  by  the  proprietor,  and  some  of  the  prominent  men  of  the  town,  who 
were  present  at  his  invitation.  Here  is  an  additional  opportunity  for  the  storekeeper  to 
get  more  newspaper  publicity.  He  should  work  up  this  presentation  in  a  way  to  attract 
a  great  deal  of  attention  and  thus  to  give  it  a  good  news  value.  Few  publishers  would  pass 
it  by,  and  the  great  majority  would  be  glad  to  give  it  a  very  satisfactory  notice. 

Summing  up  the  contest  the  merchant  found  that  including  the  cost  of  the  picture  and 
the  printing  of  the  coupons,  the  only  extra  expense  that  he  incurred,  the  results  obtained 
were  far  more  satisfactory  than  could  be  shown  in  any  other  advertising  that  he  had  ever 
done.  The  good  was  permanent,  for  he  made  many  new  customers  who  continued  to 
buy  in  his  store. 

We  reproduce  on  the  following  page  a  form  of  ballot  that  could  be  used  in  one  of 
these  boy  and  girl  contests.  The  blank  spaces  are  to  be  filled  in  with  name  of  store  and 
dates. 

This  clever  scheme  was  recently  employed  by  another  Boston  merchant  to  interest 
the  boys  and  girls  in  his  store. 

He  had  printed  on  4  x  7  cardboard,  in  a  plain,  neat  type  the  following: 

"Ask  the  questions  which  are  found  in  this  column  and  find  the  answer  on  the  penny 
which  is  fastened  to  the  lower  corner  of  the  card.  To  the  one  who  first  turns  in  a  correct 
set  of  answers,  or  nearest  correct  set,  we  will  present  a  handsome  and  useful  present. 


1 — A  messenger. 

2 — A  piece  of  armor. 

3 — A  devoted  young  man. 

4 — A  South  African  fruit. 

5 — Portion  of  a  hill. 

6 — A  place  of  worship. 

7 — Three  weapons. 

8 — Spring  flowers. 

9 — The  first  American  settler. 


10 — An  animal. 

11 — An  emblem  of  royalty. 

12 — Youth  and  old  age. 

13 — Part  of  a  river. 

14 — Implement  of  writing. 

15 — Two  sides  of  a  vote. 

16 — Plenty  of  assurance. 

17 — Part  of  a  stove. 

18 — Something  found  at  school. 


SCIIKMKS  TO  ATTRACT   BOYS  AND   GIRLS 


195 


"The  contest  will  last  two  weeks,  and  at  the  end  of  that  time  the  answers  will  be  ex- 
amined and  the  pri/e  winners  will  he  announced.  To  the  first  child  sending  in  a  correct 
an*\\er  we  will  present  a  handsome  lead  |>encil  case.  To  the  second  a  school  bag,  and 
to  the  third  a  luncheon  l>o\.  Hring  in  your  answers  as  soon  as  you  have  them  ready, 
for  the  first  correct  answer  will  get  the  |>ri/e." 

In  one  corner  of  this  card  a  new  American  one-cent  piece  was  fastened  with  mucilage, 
underneath  which  was  inscribed  the  following:  "You  will  find  your  answers  here.  Let 
your  nimble  wit  ferret  out  the  problem*." 

One  of  these  cards  was  given  away  \\ith  each  live-cent  purchase  at  the  store,  and  the 
plan  was  well  featured  in  the  ad\  ertisemcnts  of  the  house.  ( )n  the  whole  the  storekeeper 
found  the  plan  very  satisfactory.  He  distributed  >e\cral  hundreds  of  the  cards  to  the 


THE  most  popular  boy  and  girl,  as  decided  by  the  vote,  will  each  re- 
ceive a  nice,  bright  $2.50  gold  piece.  The  five  boys  and  five  girls 

receiving:  next  highest  numbers  of  votes  will  each  be  presented  with 
some  nice  little  prize. 

One  ballot  may  be  voted  with  every  50c  worth  purchased  at 

The  child  must  not  be  over  sixteen  years  of  age, 

and  must  write  his  or  her  own  name  on  the  ballot  or  have  it  written  and 
make  his  or  her  mark. 

The  leading  candidates  will  be  announced  in 

window  —WATCH  IT.  The  contest  closes 

The  announcement  of  the  winning  candidates  will  be  made  at 

store,  on  the  evening  of  Saturday, (Over) 


Ballot 


The  most 
popular 
Boy  and 
Qlrl  Contest 
at 


My  name  is. 


I   am   a and  am years  old 

(Boy  or  Girl) 
I  live  at 

I  would  be  glad  if  you  would  Vote  this 
Ballot  the  Next  time  You  Buy  50  Cents 
worth  at 


.  (Over) 


FORM  OF  BALLOT. 


children,  and  his  store  during  the  period  of  the  contest  was  kept  in  a  pretty  lively  state 
by  boys  and  girls  who  came  in  to  ask  questions,  or  turn  in  their  answers,  as  well  as  to 
buy  the  puzzles. 

The  answers  to  the  questions  were  the  following:  1 — One  sent  (cent);  2 — shield; 
3 — beau;  4— date;  5 — crest  or  brow;  6 — temple;  7 — arrows;  8 — tulips  (two  lips);  9 — 
Indian;  10— hare  (hair);  11— crown;  12— 1898  (the  date);  13— the  mouth;  14— quills; 
la — eyes  and  nose;  16 — cheek;  17^— lid  (eyelid);  18 — pupil.  Care  must  be  taken  to  have 
the  coins  bear  an  1898  or  similar  date.  1900  or  any  of  the  succeeding  dates  will  hardly 
answer  for  question  twelve. 

The  cards  can  be  used  to  stimulate  the  sale  of  some  special  article  or  articles  in  the 
children's  department,  and  they  are  particularly  good  just  before  schools  open.  To  any 
one  who  makes  a  specialty  of  children's  trade,  and  of  trying  to  get  the  attention  of  the 
little  ones  and  their  parents  this  might  be  well  used  as  a  step  to  a  series  of  schemes.  It 
will  pay  a  dealer  to  have  some  plan  or  other  going  all  the  time,  or  at  least  a  new  one  every 
month. 

The  idea  gives  a  chance  to  make  an  effective  window  display.  The  Boston  merchant 
filled  one  of  his  windows  with  the  cards.  He  got  several  large  packing  cases,  covered 


196  HOW  TO  ADVERTISE  A  RETAIL  STORE 

them  with  white  paper,  and  piled  them  in  pyramid  fashion  and  the  cards  were  fastened 
to  the  front  and  sides  of  them.  Throughout  the  store  placards  announced  the  conditions 
of  the  contest,  and  told  the  children  how  to  get  the  puzzles,  and  other  particulars. 

The  Christmas  season  offers  an  excellent  opportunity  for  the  merchant  to  cater  to 
the  children,  or  to  gain  their  influence.  Children  of  almost  any  age  will  take  a  lot  of  inter- 
est in  a  Santa  Glaus,  even  when  they  know  he  is  only  an  imitation  one. 

A  Philadelphia  store  recognizing  this  fact  opened  up  a  postoffice  at  which  Santa  Claus 
delivered  letters  addressed  to  the  children.  Parents  often  wrote  the  letters,  and  as  there 
were  a  great  many  big,  bright  red  letter  boxes  placed  in  different  parts  of  the  store,  it 
was  easy  to  have  it  so.  Every  two  hours  Santa  Claus  in  person  made  the  rounds  and 
collected  the  mail.  Many  of  these  were  addressed  to  him  and  were  of  course  burned. 
The  children  went  wild  over  the  whole  affair  and  it  is  likely  that  the  scheme  will  be  re- 
peated each  year. 

A.  E.  Dinet  &  Co.,  Joliet,  111.,  presented  their  young  friends  with  toys  and  gifts  of 
a  similar  nature.  The  following  circular  explains  the  scheme: 

DEAR  LITTLE  FRIEND: 

We  thought  maybe  you'd  like  to  know  about  the  arrangements  we  have  made  with 
Santa  Claus  about  Christmas  presents  this  year. 

Of  course,  every  boy  and  girl  in  Joliet  knows  that  about  this  time  every  year  the  Dinrt 
Store  gives  with  every  sale  of  a  dollar's  worth,  or  more,  of  Boys'  or  Girls'  goods  a  ticket 
entitling  the  holder  to  a  present. 

Last  year,  you  know,  we  didn't  wait  for  Christmas,  but  gave  the  presents  out  as  soon 
as  a  sale  was  made.  Well,  Santa  Claus  didn't  like  that  plan  a  bit,  and  he  told  us  so. 
So  after  we  told  him  he  could  have  his  way  he  sent  us  this  message: 

"I'll  be  at  Dinet's  Christmas  morning  at  8  o'clock.     Tell  the  Boys  and 
Girls  I'll  be  loaded  down  with  the  finest  lot  of  presents  I  ever  had. 

"SANTA  CLAUS." 

Every  time  you  buy  of  Dinet's  any  Boys'  Clothing  or  Girls'  or  Boys'  Shoes — costing 
a  dollar  or  more — you  get  a  ticket  with  a  number.  You  keep  all  your  tickets  'till  Christ- 
mas morning,  then  bring  them  down  to  Dinet's  and  Santa  Claus  will  hand  you  out  a 
present  for  every  one  of  them.  Maybe  you'll  get  a  $5  Kodak,  or  a  $3  Tool  Chest,  or  a 
$2  Chocolate  Set,  or  a  50c.  Toy,  or  a  beautifully  dressed  Doll — only  Santa  Claus  knows 
exactly  what  ycnill  get — but  every  ticket  draws  some  present,  and  Santa  Claus  says  they're 
the  best  that  he  ever  had. 

We  hope  you  will  tell  mama  all  about  it  and  have  her  come  to  Dinet's  for  everything 
you  need. 

We  begin  the  giving  of  tickets  Saturday  morning,  November  9th,  and  continue  up  to 
Christmas  Eve. 

Now  don't  disappoint  old  Kris  Kringle,  'cause  he  expects  you. 

Your  old  friends, 

A.  E.  DINET   &  Co. 


CHAPTER  XXXIII 

THE    GREATEST   SCHEME    OF   ALL— PREMIUMS 

THERE  can  be  but  little  doubt   that   among  the   hundreds,   yes,   thousands,  of 
schemes  devised  by  retail  merchants  to  draw  business  to  their  stores  that  the  \ 
premium  scheme  is  the  greatest  of  them  all.     It  is  of  the  most  lasting  value  as 
a  trade  bringer. 

In  the  last  few  chapters  the  majority  of  the  schemes  mentioned  are  of  the  premium 


II IK  (JKEATEST  SCHEME  OF  ALL— PREMIUMS  197 

c  la-~>  They  art'  successful  because  of  the  premiums  given  in  carrying  them  out.  But 
such  schemes  are  only  of  a  temporary  nature.  There  is  a  splurge  at  the  time.  They 
make  increased  business  for  a  week,  a  month,  or  a  season  at  most.  It  is  true  that  new 
customers  are  introduced  to  the  store  by  their  use,  but  unless  the  values  offered  and  the 
>erv  ice  given  b\  the  >t<>rc  are  of  an  extraordinarily  high  character  there  is  no  inducement 
for  a  continuance  of  their  custom.  The  premium  plan,  on  the  other  hand,  will  last  the 
lifetime  of  the  store,  and  continue  bringing  back  the  same  customers  for  years,  or  as  long 
as  they  can  secure  premiums. 

Some  merchants  now  argue  that  the  day  of  the  premium  is  gone,  but  it  is  not.  It  has 
only  just  arrived.  The  day  of  the  premium  is  at  its  height. 

Large  establishments,  whose  business  annually  amounts  to  millions  of  dollars,  are  now 
adopting  the  premium  plan,  in  one  way  or  another. 

Ixx)k  at  the  way  "trading  stamp-"  took  hold  of  the  buying  public  some  few  years 
ago.  when  the  scheme  was  newly  launched.  It  is  no  wonder  that  those  merchants  who 
did  not  give  them  fought  them— they  had  to.  But  the  day  of  the  trading  stamp  is  gone. 
It  i-  gradually  dying  a  slow  and  painful  death.  Why?  Not  because  the  customers  of 
the  stores  who  gave  them  were  dissatisfied  with  them:  not  because  the  retail  merchants 
who  gave  them  (as  a  whole)  were  unwilling  to  continue  them;  not  because  the  trading 
stamp  companies  were  dis-alM'.ed  with  the  profits  they  were  making.  No,  not  for  any 
of  these  reasons,  but  because  the  whole  scheme  was  so  gigantic  that  it  became  a  menace 
to  the  merchant  in  general;  because  the  trading  stamp  companies  discriminated  in  their 
charges  for  the  stamps  to  the  retailers;  because  in  all  eases  the  charges  were  altogether 
too  high  and  were  a  drain  on  its  best  friends,  the  retailers  who  used  them. 

Premiums  arc  an  ever-enduring  source  of  profit  to  the  merchant  who  gives  them 
judiciously.  They  are  a  cure  for  many  of  the  evils  to  be  met  in  retailing.  They  bind 
the  customer  closer  to  the  store  that  gives  them.  They  have  proven  in  many  places  a 
cure  for  the  senseless  price-cutting  habit,  which  is  always  sure  to  kill  any  legitimate  profits 
the  retailer  should  have. 

This  was  proven  a  few  years  ago  by  an  Ohio  firm.  The  city  in  which  they  do  busi- 
ne->  is  a  lively  and  prosperous  one.  There  are  many  factories  and  works  located  there, 
employing  many  men  at  steady  and  adequate  wages.  There  is  also  a  good  farming  com- 
munity surrounding  them.  They  have  practically  no  outside  competition.  Yet  in  spite 
of  these  facts,  all  the  merchants  of  the  city,  who  are  enterprising  and  energetic,  were 
making  but  ''living  wages."  Profits  were  being  sucked  up  by  the  demon  "Cut-Price." 

The  firm  mentioned,  after  debating  whether  to  leave  the  city  and  seek  a  new  field 
for  their  labors,  or  not, decided  to  continue  the  business  for  another  year,  and  try  the  effect 
of  premiums.  This  they  did  in  a  small  way,  but  the  idea  took  hold  of  the  people,  and 
to-day  that  firm  is  the  largest  and  most  influential  in  the  city.  Instead  of  giving  but  one 
premium,  as  they  did  the  first  season,  they  have  steadily  increased  the  number,  and  at 
the  present  time  issue  quite  a  large  catalogue  of  premiums,  and  have  a  regular  depart- 
ment devoted  to  that  part  of  their  business. 

Many  merchants  look  at  the  first  cost  of  any  premium  plan  and  think  it  is  a  very 
expensive  way  to  draw  trade.  It  usually  is,  unless  it  is  thoroughly  gone  into,  and  worked 
out  so  that  the  per  cent  of  cost,  is  low  enough  to  show  a  profit  on  the  merchandise  sold. 
In  a  very  short  time  what  at  first  sight  appears  to  be  a  five  per  cent,  cost  is  brought  down 
to  even  a  fraction  of  one  per  cent. 

Five  per  cent,  is  not  too  much  to  pay  for  a  steady  and  paying  class  of  customers,  pro- 
vided the  per  centage  of  profit  on  the  wares  sold  is  high  enough  to  show  a  profit  after  the 
deduction  of  that  five  per  cent.  This  amount  should  be  the  starting  point.  If  the  pre- 
mium article  costs  fifty  cents  it  might  profitably  be  given  with  a  ten  dollar  sale.  If  the 
premium  selected  is  some  article  that  usually  sells  for  a  dollar  or  more,  it  can  easily  be 
seen  that  the  premium  is  sufficiently  large  in  the  eyes  of  the  public  to  prove  worth  striving 
for. 

One  of  the  principles  of  premium  giving  is  to  make  it  necessary  for  customers  to  make 
continued  purchases  before  they  can  obtain  the  premium.  When  this  principle  is  ob- 


198 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


served,  it  becomes  a  source  of  ever  continuing  trade.  When  premiums  of  little  worth 
are  given,  so  that  the  customer  making  a  three  or  four  dollar  purchase  can  secure  it  it 
is  merely  a  cash  discount,  and  of  less  trade  bringing  value. 

In  some  cities,  where  trading  stamps  had  a  strong  hold  this  principle  was  conclusively 
demonstrated.  Some  merchants  who  did  not  give  stamps  offered  a  straight  five  per  cent, 
discount  in  cash.  Did  they  gain  anything  by  it?  No.  The  mass  of  the  people  wanted 
a  lamp,  a  table,  or  a  book-rack,  and  continued  to  accumulate  the  little  green  or  red,  or 
blue  stickers  for  the  purpose  of  exchanging  them  for  those  articles.  The  discount  in  cash, 
was,  of  course,  much  more  valuable,  but  the  public  could  not  see  it  that  way.  What 
did  five,  ten  or  fifteen  cents  in  cash  look  like  alongside  of  a  beautifully  decorated  table 
lamp?  It  looked  so  insignificant  that  it  was  not  considered  at  all. 

Other  merchants  gave  rebate  coupons  good  for  five  per  cent,  in  purchases  at  the  stores 
giving  them.  These  met  with  but  indifferent  success,  but  strange  to  say,  with  more  suc- 
cess than  the  straight  refund  of  five  per  cent,  in  cash.  When  people  think  they  are  getting 
something  for  nothing  they  are  happy.  In  the  case  of  premiums,  they  are  really  receiving 
free  gifts.  So  were  they  in  the  cash  rebate,  but  in  most  instances  the  people  thought  it 
was  first  "tucked  on  to  the  original  price." 

The  merchant  who  wishes  to  open  up  a  premium  department  can  do  so  with  but  little 
outlay  in  cash.  A  tea-set  of  china,  nicely  decorated,  can  be  procured  at  small  cost.  This 
might  be  used  for  the  first  season.  If  a  stock  pattern  is  obtained  he  can  allow  certain 
pieces  to  be  taken  when  purchases  reach  the  required  amount.  While  this  breaks  the 
set,  he  can  easily  replace  the  dishes  selected.  There  is  always  the  incentive  here  on  the 
part  of  the  customer  to  procure  the  remaining  dishes  to  complete  the  set. 

Silverware,  jewelry,  china,  furniture,  all  make  premiums  of  great  value,  and  in  most 
cases  the  value  at  retail  is  nearly  double  what  they  cost  at  wholesale.  These  are  the  lines 
for  the  merchant  to  select.  His  object  should  be  to  give  the  greatest  value  at  the  least  cost 
to  himself. 

Sometimes  it  is  advisable  to  offer  a  premium  with  purchases  amounting  to  a  certain 
sum,  and  so  much  cash.  A  shoe  merchant  in  a  small  town  did  this,  and  made  quite  a 
lot  of 'trade  by  it.  He  had  cards  made,  on  which  a  certain  number  of  figures,  amounting 
in  all  to  five  dollars,  were  printed  around  the  edge.  The  premium  was  a  gold-plated  watch, 
either  gentleman's  or  lady's  si/e.  The  whole  scheme  was  printed  on  the  card.  The 
customer  was  to  purchase  footwear  to  the  value  of  five  dollars,  the  amount  of  each  pur- 
chase being  punched  out  on  the  card,  at  the  time  of  purchase.  When  the  five  dollars  had 
been  spent,  a  payment  of  $3.50  was  required,  and  the  watch  was  forthcoming.  The 
cost  to  the  merchant  of  these  watches  was  $2.75  each,  and  express  charges  or  mailing 
charges.  He  had  to  purchase  one  of  each  size  as  samples,  and  pay  for  the  printing  and 
punch.  That  was  his  only  initial  outlay.  The  premiums  were  in  reality  purchased  only 
as  they  were  sold  to  the  customers.  The  writer  was  closely  connected  with  this  firm 
for  some  years  after  the  plan  ran  out,  and  there  was  not  one  complaint,  or  any  dissatis- 
faction shown  on  the  part  of  customers  who  received  the  premiums.  This  instance 
merely  goes  to  show  how  easily  a  premium  plan  can  be  carried  out  at  very  little  cost. 

Another  firm  had  a  list  of  premiums,  consisting  of  some  twenty  or  more  articles,  and 
with  every  purchase  of  one  dollar  a  certificate  for  one  dollar,  redeemable  in  premiums, 
was  issued.  Fractional  parts  of  a  dollar  were  disregarded  so  that  the  purchases  often 
represented  considerably  more  than  the  amount  necessary  to  procure  the  premium. 

His  premium  list  ran  something  like  this: 

For  $5  in  certificates  could  be  procured:       For  $10  in  certificates  could  be  procured: 


A  Silver  Thimble. 

A  Boy's  Pocket  Knife. 

A  Ladies'  Hat  Pin. 

A  Pair  of  Men's  Cuff  Links. 

An  Ornamental  Ink  Stand. 

A  Briar  Pipe. 


A  Fountain  Pen. 

A  Ladies'  Pocketbook. 

A  Man's  Pocket  Knife. 

A  Silver  Handled  Tooth  Brush. 

A  Man's  Watch  Fob. 

A  Sterling  Silver  Pen  Holder. 


THE  GREATEST  SCHEME  OF  ALL— PREMIUMS 


199 


For  $15  in  certificates  could  be  procured: 
A  Silver  I'latcd  Cii|>. 
A    Fine   Leather  Purse. 
A  Gold  Plated  Pencil. 
A  Gold  Plated  Chain  and  Locket. 
A  Chatelaine  Bag. 


A  Display  of  Dependable  Spring  Clothing  for  Men  and 
Boys  That  for  Excellence  of  Make,  Correctness  of 
Style  and  Great  Variety  Is  Unequaled  in  the  Northwest 


A  Boys'  Section 
That  Will  Please 
All  Mothers  .  .  . 


All 


id    about    men's 
lothing    applies    to   our    boys    depart 
enu,  (one  at  each  store)  u  well     The 
growth  of  our  boys' 
deportments    have 
been  but  little  short 
of  phenomenal   The 
little    fellows,    tired 
of/  wearing  any  old 
thing    just    because:' 
it's    shaped    like   a 
suit,    welcome     the 
oobby    styles     in 
which  we  can  clothe 
them      The   depart 
it  finds  favor  in 
parents    eyes     be- 
cause   of    the     un- 
questioned quality  of  the  garments  and 
the  saving  that  they  experience  in  buy- 
ing here. 


Boys' 


Suits  and  Overcoats 

In  a  great  variety  of  styles  and 
ol  the  most  dependable  makes. 
The  prices  begin  at  $1.95  and 
then  by  easy  stages  advance 
to  $7.00. 


A**,  and  Grov*  StroeO 


TMrd  and  Uoyd  Stretti 


With  |hc  opening  of  Spring  the  thoughts  of  the  average  man  turn  to 
new  clothing  and  the  proper  selection  of  the  styles  and  fabrics  suitable 
to  the  setson'i  wear,     "where  to  buy,"  11  the  question  thai  enters  his 
mind     Common  sense  will  tell  you  that  the  firm  conducting  the  largest 
clothing  buMnrti   in  the  city  ha*  gained  its  patronage 
by  (jiving  the  beat  value  fof  the  mqpry     In  Milwauk 
the  Stumpf  &  LaoghorT  store*  are  the  largest  sellers 
strictly  high-grade  clothing  and  furnishings  for  men  and 
boys.     Toeir  Four  Great  Men's  Stores  are  overflowing 
with  iew  spring  stocks,  and  you  owe  it  lo  your- 
self to  make  your  selection  from  these  great  stocks 

if  you  would  experience  perfect  satisfaction  at 

the  lowest  possible  cost 


Suiti .  .  .  17.50  to  $ 25.00 
Topcoats  f  10.00  to  825.00 
Raincoats  $10.00  to  830.00 


SAVE  YOUR  CERTIFICATES 

The  Gifts  Are  on  the  Way 


The 

certificates  you 
"/      receive  with  every 
>     dollar   purchase   may 
shortly   be     exchanged 
for  yiuW  choic  e  of   hun- 
dreds of  beautiful  gifts  that 
have   be«n   ordered  and  arc 
now  on  their  way    to    Mil- 
waukee    Valuable  rugs  of  the 
rarest  oriental  patterns  from  far 
off  Smyrna — Beautiful     Italian 
Statuary — Handsomely  Uphols- 
tered Morris  Chairs — High  grade 
Silverware — Highly  decorated  Vas- 
es of  genuine  Austrian  ware — Dinner 
Sets — Cut  Class  Ornaments  and  Dishes — Watches — 
Pocket  Knives — and   many  more  beautiful  presents  too 
numerous  to  mention.     As  soon  as  these  gifts  have  ar- 
rived, they  will  be  displayed  in  the  show  windows,  of  our  four  stores, 
and  may  be  redeemed  at  that  time,  so  begin  to  save  certificates  now. 


Men's  Hats 

For  this  Spring's  Wear 


Tto  Mock*  l/ooi  which  we 
Mk  reu  to  nuk*  ih«  *e- 
leciion  of  year  new 
Spring  hat  are  wjrarwd 
that  ju*t  Ibe  Kyle  you 
•r<  tctkinr  11  xin  to  b« 
louad  acre.  All  ol  ib« 
gre*l  tut  maker*  of  the 

ed  lo  Ibe  ihowiog.  which 

include*  ih<  nuor  <H6«- 

cot  dip  front*  «nd  brim* 

ID  the  new  thunder  cloud  gr»y«  th 

very  popular  tbis  KA»on.     We  dri 

tactioo  from 

TW«l.bnM 


UMotk.lt 


tlftft 
Jj.UU 

TU  nry  umpUW  In.  of  .ibr  mU-  Ik*  iUn  -ilk 


$3.50  -  $5.00 


The  New  Spring  and  Summer 
Patterns  In 

Shirts  for  Men 


50c  $1  $1.50  $2  -  $2.50 


369  *nd  371  Eatt  Water  StrMt 


EltvwrtJi  ami  Wlnnebago  StrMU 


A  premium  plan  should  be  well  advertised  to  bring  about  good  results.     The  plan  of 
distribution  should  be  given  as  much  publicity  as  the  value  of  the  premiums. 


200  HOW  TO  ADVERTISE  A  RETAIL  STORE 

He  also  offered  several  premiums  for  $20,  $25  and  $30  in  certificates. 

The  whole  outlay  for  samples  and  printing  cost  him  less  than  $.30,  and  the  list  was  a 
good  one.  His  success  in  business  can  be  attributed  to  the  premium  plan,  for  he  had 
strong  opposition,  and  was  slightly  outside  of  the  trading  center  of  the  town. 

There  is  just  one  other  point  that  should  be  emphasized.  When  a  merchant  gives 
premiums  at  all  he  should  induce  as  many  as  possible  of  his  customers  to  participate  in 
the  distribution.  The  more  there  are  who  begin  to  save  coupons  or  certificates,  or  who 
start  to  have  their  cards  punched  (according  to  the  plan  used),  the  more  advertising  he 
will  get  out  of  it. 

It  would  hardly  seem  necessary  to  mention  this  point,  but  it  is.  The  writer  not  very 
long  ago  was  in  a  store  where  premiums  were  used,  and  the  merchant  was  heard  "calling 
down"  a  salesman  for  introducing  the  subject  to  the  customer.  "Don't  you  know  that 
those  premiums  cost  money,"  asked  the  irate  merchant.  The  salesman  tried  to  explain 
that  the  woman  was  a  stranger  in  the  store,  and  in  the  city,  having  lately  moved  there,  and 
that  he  was  merely  offering  her  an  inducement  to  make  further  purchases  there. 

The  merchant  had  taken  hold  of  premiums  as  a  last  resort  in  a  struggle  for  business, 
and  either  could  not,  or  would  not,  see  that  the  more  persons  interested  in  the  scheme  the 
more  money  there  was  in  it  for  him.  He  could  only  see  more  premiums  going  out  of  the 
store  at  his  expense.  He  never  thought  of  the  hundreds  of  dollars  that  must  be  spent  on 
wares  that  paid  him  a  profit  before  the  premiums  could  be  claimed. 

Enter  into  the  premium  scheme  with  enthusiasm  or  leave  it  entirely  alone. 


|)art  Jfour 
SALES  ADVERTISING 


CHAPTER  XXXIV 

ADVERTISING  SPECIAL  SALES 

SPECIAL  sales  have  an  important  place  in  the  advertising  plans  of  an  up-to-date, 
modern  retail  establishment.  They  are  exploited  not  only  as  a  means  of  clearing 
out  undesirable  wares  ijuiekly.  but  as  the  means  of  increasing  business  and  in 
making  new  customers  acquainted  with  the  store. 

Special  sales  may  be  divided  into  two  great  classes:  first,  sales  for  increasing  receipts 
on  new  and  desirable  lines;  second,  sales  for  the  purpose  of  closing  out  merchandise  that 
has  become  unseasonable,  or  that  is  likely  to  become  unseasonable  before  it  can  be  sold 
in  the  regular  way. 

The  department  stores  of  the  metropolitan  cities  have  reduced  the  art  of  sales-making 
to  a  science.  They  have  "(treat  White  Goods  Sales"  in  January,  following  closely  on 
the  heels  of  "A  (ireat  Clearance  Sale"  after  Christmas.  Then  follows  in  quick  succes- 
sion, a  "Great  House  Furnishing  Sale"  and  a  "  1're-inventory  Sale,"  then  an  "Inventory 
Sale."  Soon  after  that  a  "Great  Sale  of  Spring  Costumes"  and  so  on  throughout  the 
whole  year. 

Some  of  these  stores  have  a  sale  on  of  one  nature  or  another  all  the  time.  Hardly  a 
day  in  the  year  but  a  special  sale  is  l>eing  advertised.  The  question  arises,  does  it  pay? 
It  certainly  does  pay.  or  they  would  not  continue  to  hold  them. 

It  does  not  necessarily  follow,  however,  that  the  exclusive  shoe  dealer,  or  clothier,  or 
hatter  could  follow  the  same  tactics  to  obtain  trade.  If  they  were  to  try  it  they  would 
soon  find  that  the  public  were  beginning  to  look  upon  the  store  with  disfavor.  Then  too, 
the  advertising  expenses  would  be  so  high  that  there  would  be  no  profits  shown  at  the  end 
of  the  year. 

It  is  the  same  with  the  general  store  in  the  smaller  cities  and  towns.  The  great  aim 
of  these  stores  these  days  is  to  be  known  as  department  stores,  and  to  do  business  as  their 
big  brothers  do  in  the  larger  cities.  Unfortunately,  existing  conditions  are  somewhat 
different,  and  greatly  against  this.  If  they  try  to  follow  in  the  steps  of  the  big  stores  they 
usually  end  in  failure  to  show  profits. 

The  exclusive  stores  and  the  general  stores  can  follow  the  methods  of  the  larger  depart- 
ment stores  only  at  a  safe  distance.  They  can  hold  frequent  special  sales,  at  which  goods 
are  offered  at  special  prices,  but  these  sales  must  not  be  of  too  frequent  occurrence.  They 
mu>t  conserve  their  dignity  by  doing  an  apparently  legitimate  business,  part  of  the  time, 
at  least. 

It  must  not  be  thought  that  we  consider  special  sales  or  their  advertising  illegitimate. 
•  We  consider  them  as 'fair  and  legitimate  means  of  getting  trade.  But  the  public  looks 
upon  the  firm  who  has  a  special  sale  of  some  kind  on  all  the  time  as  a  "Cheap  John" 
concern.  The  large  department  stores  are  exempt  to  a  certain  extent  from  this  sentiment, 
on  the  part  of  the  public,  but  even  with  them  there  are  some  people  who  regard  them 
with  suspicion. 

The  special  sales  exploited  at  the  proper  time  and  in  the  proper  manner  will  gain  both 
prestige  and  profit  for  the  stores  holding  them. 

The  special  sales  advertised  by  the  larger  stores  are  sometimes  planned  out  months 
in  advance.  The  lines  to  be  placed  on  sale  are  often  specially  ordered  by  the  firm  to  be 
made  in  a  specific  way,  and  delivered  at  a  certain  date,  at  an  agreed  on  price.  The  illus- 
trations to  be  used  in  the  advertising  are  all  prepared  in  advance.  In  some  cases  a  great 
deal  of  the  special  printing  is  done  before  the  goods  arrive  in  the  store. 


204  HOW  TO  ADVERTISE  A  RETAIL  STORE 

Then  there  are  special  sales  put  on  that  have  to  be  prepared  on  short  notice.  A  man- 
ufacturer offers  a  buyer  a  line  of  goods  at  a  reduction  in  price.  The  buyer,  seeing  his 
chance,  snaps  them  up,  and  they  are  speedily  placed  on  sale. 

This  chance  to  buy  " snaps "  comes  at  times  to  eyery  merchant  who  has  "ready  money." 
If  his  stock  is  in  such  shape  that  he  can  place  them  on  his  shelves  without  overcrowding 
or  overloading  himself,  he  makes  the  purchase,  and  has  at  hand  the  material  for  a  rousing 
special  sale. 

It  is  the  policy  of  some  merchants  to  mark  these  goods  at  regular  retail  prices;  place 
them  in  stock  with  the  other  lines  on  hand,  and  obtain  the  increased  profits.  This  method 
may  seem,  in  a  way,  the  best,  but  is  it?  These  special  values  are  purchased  at  from 
10  to  50  per  cent-  discount.  The  merchant  already  has  his  stocks  complete,  so  that  by 
adding  these  special  lines  he  is  duplicating  what  he  already  has  on  his  shelves,  or  he  is 
adding  lines  that  conflict,  which  amounts  to  the  same  thing.  At  the  end  of  the  season 
he  finds  he  has  rather  more  stock  on  hand  than  he  should  have,  and  it  is  sacrificed.  1 1  is 
extra  profits  soon  disappear  beneath  the  cut  in  price  made  to  clear  out  the  balance  of 
the  stock. 

The  special  sale  method  on  the  other  hand  results  in  a  slight  profit  from  the  sale  of 
the  goods,  and  the  cash  in  hand  for  further  investments.  The  merchant  following  this 
plan  takes  the  goods  upon  their  arrival,  and  marks  them  at  a  closer  margin  than  ordinar- 
ily. He  then  advertises  a  special  sale  and  sells  them  immediately,  turning  over  his  money 
at  a  slight  advantage.  This  method  is  a  good  teacher  to  the  public,  who  soon  learn  to 
look  for  these  special  values  every  once  in  a  while.  They  also  learn  that  the  firm  gives  tin- 
special  values  they  advertise  they  will.  It  teaches  the  public  to  expect  fresh  and  fashion- 
able goods  when  a  special  sale  is  held  and  they  soon  learn  that  a  special  sale  in  that  partic- 
ular store  does  not  mean  that  a  lot  of  old  junk  will  be  thrown  upon  the  bargain  counters 
or  that  the  goods  offered  are  shopworn  or  out  of  style.  The  public  confidence  is  gained, 
and  this  results  in  much  business.  It  helps  to  make  steady  customers  out  of  those  who  are 
apt  to  run  around  from  store  to  store,  looking  for  the  best  values. 

Let  us  presume  a  case.  A  shoe  merchant  in  a  city  of  10,000,  in  which  there  is  one 
daily  paper,  purchases  300  pairs  of  ladies'  shoes,  at  a  bargain.  These  goods  are  all  of 
that  season's  make.  Some  lots  are  fairly  large,  some  are  small.  The  regular  wholesale 
price  on  the  lot  varies  from  $£  to  $3.  He  purchases  the  lot  at  $1.85  per  pair.  The  lot 
consists  of  fine  turns  and  welts,  of  kids  and  patents,  lace,  blucher  and  button. 

When  these  lines  are  received  he  goes  through  them  and  divides  them  into  two  lots. 
The  ones  of  lesser  value  he  decides  to  sell  at  $1 .98,  the  others  at  $2.68.  At  these  prices 
he  can  make  a  great  sale,  and  do  a  great  deal  of  good  for  the  store.  The  profits  will  aver- 
age about  50  cents  per  pair,  out  of  which  he  must  pay  for  the  extra  advertising  which,  say, 
will  amount  to  $100.  This  leaves  him  a  profit  of  only  $50  on  the  lot,  but  it  will  probably 
have  made  for  him  300  friends.  Perhaps  300  or  nearly  that  number  of  new  friends. 
He  has  had  his  sale  at  a  slight  profit,  and  has  300  new  customers,  whom  he  can  count 
on  making  future  purchases  at  his  store.  He  has  laid  the  foundation  there  for  future 
business.  He  has  also  made  a  good  impression  on  a  large  number  of  persons  who  did 
not  require  shoes  at  that  time.  Isn't  that  the  better  way?  "Snaps*"  as  a  rule,  are  useless 
to  the  merchant  unless  he  can  turn  them  immediately  into  money  again  in  some  such  way 
as  this. 

It  must  not  be  presumed  however  that  $50  was  his  sole  immediate  profits.  Besides 
the  profits  to  accrue  from  future  business  with  the  new  customers  of  the  store  it  is  likely 
that  his  business  on  his  regular,  lines  was  increased  at  least  twenty-five  per  cent.  It  is 
here  where  his  immediate  profit  comes  in.  He  should  not  expect  to  net  much  from 
the  lines  offered  at  sale  prices.  The  profits  on  those  lines  will  ordinarily  be  only 
sufficient  to  pay  the  expenses  of  the  sale. 

After  all  is  said  and  done,  the  advertising  of  special  sales  is  merely  a  rounding  up  of 
the  people  who  are  in  the  market  for  the  goods  on  sale,  and  either  driving  or  coaxing  them 
into  the  store.  Toward  the  tail  end  of  the  sale,  extra  inducements  must  be  offered  to  bring 
in  the  stragglers. 


THE  SPECIAL  SALE  205 

\Yheu  a  sale  is  allowed  to  die  out  naturally,  or  when  the  time  limit  has  been  reached, 
all  tract-  of  the  >ale  should  be  remo\cd  from  the  store.  The  writer  has  seen  bargain  tables 
left  standing  in  some  of  tin-  smaller  stores  for  six  weeks  or  more  after  a  special  clearance 
is  over.  The  same  price  cards  were  used  as  were  used  during  the  sale,  showing  that  the 
bargains  were  not  wanted  at  those  prices,  or  they  would  not  have  been  there,  but  sold 
long  ago.  This  is  a  very  poor  policy  to  pursue.  Every  customer  entering  that  store 
during  those  six  weeks,  saw  these  over-ripe  bargains,  and  it  must  have  had  a  detri- 
mental effect  upon  the  trade  of  that  store.  These  goods  should  have  been  cut  deeper  in 
price  the  last  week  of  the  sale,  or  they  should  have  been  put  out  of  sight,  and  held  over 
for  the  next  sale.  They  certainly  should  not  have  been  left  exposed  as  a  tell-tale  of  their 
failure  to  move  during  a  mouth's  clearance  sale. 

The  great  buying  public,  especially  that  part  of  it  consisting  of  women,  has  been 
educated  to  expect  reductions  in  the  prices  of  certain  goods  at  certain  seasons  of  the  year. 
Many  of  them  will  put  off  their  purchases  for  weeks,  or  even  months,  awaiting  the  time 
when  the  special  sale  is  due. 

The  hatter  commences  to  clear  out  his  straw  hats  in  July.  This  seems  rather  early 
to  do  this,  but  it  has  become  a  custom  which  must  be  followed  prettv  closelv.  It  is  policy 
for  the  hatter  to  sell  all  the  better  grade  goods  he  can  before  that.  He  usually  pushes 
them  with  enthusiasm  and  system.  Cheaper  grades  are  held  back  and  only  produced 
as  a  last  resort.  Hut  when  the  "glorious  fourth"  arrives  the  cheaper  goods  are  brought 
to  the  fore  and  the  better  goods  held  back  (apparently),  reluctantly  being  shown  when 
demanded. 

In  January  women  look  for  cut  prices  on  cloaks  and  coats.  Do  they  get  them?  Just 
glance  through  the  advertising  columns  of  the  papers  during  that  month  and  see  the  feast 
set  before  them.  Merchants  are  anxious  to  close  out  their  slower  selling  lines.  Back  of 
them  manufacturers  are  also  anxious  to  clean  up  on  winter  clothes.  Between  the  manu- 
facturer and  retailer  lines  are  offered  at  surprisingly  low  prices. 

Any  merchant  who  has  held  back  his  lines,  at  these  times  when  the  more  energetic 
are  slaughtering  theirs,  under  the  plea  that  there  is  no  profit  in  cutting  prices,  has  usually 
lost  more  in  the  end  than  he  could  have  gained  by  joining  the  procession  and  adding  one 
more  sale  to  the  already  large  number. 

There  is  a  time  for  the  special  sale  and  a  time  for  the  clearance  sale.  The  sale  should 
be  held  at  that  time,  although  special  sales  can  be  made  quite  successful  even  when  held 
out  of  season. 

Almost  any  line  of  goods  can  be  sold  at  any  time.  Straw  hats  would  be  hard  to  dis- 
pose of  in  mid-winter  at  any  price,  but  overcoats  can  readily  be  sold  in  mid-summer  when 
there  is  a  good  reason  for  their  being  offered  then.  The  price  inducements  must  be  such 
that  would  mean  a  great  loss  to  the  merchant,  but  the  fact  remains  that  they  could  be 
sold.  Such  offerings  of  merchandise  is  never  advisable  and  should  not  be  attempted 
unless  it  is  absolutely  necessary. 


CHAPTER   XXXV 

THE  SPECIAL  SALE 

THE  object  of  a  special  sale  is  usually  of  a  two-fold  nature.     First,  to  make  a  noise; 
to  attract  attention;  to  draw  more  people  to  the  store;  to  increase  sales.   Second, 
to  close  out  lines  that  have  been  purchased  at  a  particularly  attractive  price,  or 
to  reduce  the  stock  of  some  line  that  has  been  a  slow  seller  or  of  which  too  many  were 
purchased,  in  as  short  a  time  as  possible. 

The  result,  as  stated  in  a  previous  chapter,  is  usually  an  increased  business  at  an 
increased  profit  and  the  making  of  many  new  friends  for  the  store. 


206  HOW  TO  ADVERTISE  A  RETAIL  STORE 

The  necessity  of  a  salt-  arising,  or  it  being  found  desirable  to  hold  a  sale  for  some 
reason,  it  must  have  a  name.  More  depends  on  the  name  than  would  appear  possible 
to  the  easual  observer.  A  poor  name  has  been  known  to  kill  a  sale  that  should  have  been 
eminently  successful.  "Special  Sale"  is  hardly  sufficient  now  to  attract  attention,  it  has 
been  used  so  often  that  it  is  often  overlooked  in  the  search  for  something  new. 

The  name  selected  should  be  novel  if  possible;  it  should  mean  something;  it  should  be 
such  that  the  name  can  be  used  as  the  text  for  the  introduction  of  the  advertisements. 
It  may  consist  of  the  name  of  the  article  and  the  word  "sale,"  such  as.  "Shoe  Sale."  "Shirt 
Sale"  or  "  Hat  Sale."  It  might  allude  to  the  time  the  sale  is  to  run,  such  as  "  Nine  1  )ays 
Sale,"  "Friday  Bargain  Sale,"  or  "Two  Weeks  Sale."  It  might  be  called  a  "Success 
Sale"  or  a  "Prosperity  Sale"  and  the  introduction,  or  reason  why  of  the  sale  be  along 
the  lines  of  "having  had  a  good  season,  desire  to  share  prosperity  with  customers."  A 
list  of  sales  names  that  have  been  successfully  used  can  be  found  at  the  close  of  this  chapter. 

Having  decided  to  have  a  sale  and  selected  a  name  for  it.  the  preparations  begin. 
First  of  all  the  goods  must  be  there  to  be  sold.  It  is  folly  to  advertise  a  line  of  goods 
at  a  very  low  price  only  to  have  them  all  sold  an  hour  after  the  sale  opens.  People  must 
not  be  disappointed  in  this  way.  Have  plenty  or  say  there  are  only  a  few  which  will  all 
be  sold  out  early  in  the  day. 

The  usual  method  of  advertising  a  sale  is  to  make  special  announcements  in  the  news- 
papers, using  large  spaces;  by  announcing  the  event  through  circulars  mailed  to  the  firm's 
list  of  prospective  customers,  and  by  house  to  house  distribution.  Special  interior  and 
window  displays  also  form  an  important  part  in  advertising  a  sale. 

The  newspaper  advertising  of  a  sale  is  very  important.  There  is  no  way  in  which 
a  merchant  can  waste  money  so  ea-ily  a>  in  newspaper  space.  It  can  be  wasted  by  using 
too  little  space  as  easily  as  by  iisin^  too  much. 

If  it  is  thought  desirable  to  announce  the  sale  before  hand,  and  it  often  is.  the  first  ad- 
vertisement need  not  be  large.  In  <-UM^  where  space  is  comparatively  cheap,  a  space  of 
five  inches  double  column  deep,  would  be  ample.  This  advertisement  will  merely  an- 
nounce the  preparation  of  the  sale,  the  date  upon  which  it  is  to  open,  and  give  just  enough 

information  to  make  the  public  curiou>.  In  s e  cases  it  may  be  desirable  to  make 

two  or  even  three  announcements  like  this,  before  the  day  the  sale  opens.  In  this  CMM-, 
a  little  further  information  should  be  given  each  day  as  the  time  of  the  sale  approaches. 

A  live  merchant  began  advertising  a  special  clearance  sale  by  arousing  public  cur- 
iosity. He  had  the  word  "  Li>ten"  inserted  between  every  news  article  in  his  daily  paper 
for  several  days  previous  to  his  announcements  of  the  sale.  This  started  people  wondering 
at  first,  then  to  talking  about  it  and  asking  one  another  what  it  meant.  In  the  course  of 
time  a  page  advertisement  was  inserted  and  a  "Listen  Sale"  was  inaugurated. 

By  this  simple  means  this  merchant  derived  double  value  in  his  advertising.  People 
talked  about  the  odd  name  for  the  sale  and  advertised  it.  They  talked  about  the  mer- 
chant and  congratulated  him  upon  his  original  ideas.  He  was  held  up  before  all  eyes 
as  a  splendid  advertiser.  A  reputation  of  that  kind  is  usually  as  good  as  a  bank  account. 

The  day  before  the  sale  the  great  advertisement  should  be  used.  In  this  advertisement 
full  information  should  be  given.  Prices  should  be  quoted,  and  goods  described.  I'sually 
this  large  advertisement  will  hold  the  attention  of  the  public  for  several  days.  The  day 
of  the  sale,  however,  should  see  an  advertisement  announcing  that  then-  are  plenty  of 
bargains  remaining,  that  assortments  are  just  as  good  as  ever.  This  advertisement  need 
not  be  larger  than  the  usual  space  used  by  the  firm.  The  following  day,  or  on  Friday, 
for  Saturday's  trade,  a  larger  advertisement  should  be  used.  In  this  way  during  the  time 
of  the  sale,  the  advertisements  mi^ht  alternate,  large  spans  with  smaller  ones.  When 
the  sale  begins  to  show  signs  of  dying  a  natural  death,  it  should  be  revived  by  large  adver- 
tisements. If  this  does  not  revive  it.  let  it  die — the  public  is  satiated. 

The  size  of  these  large  advertisements  must  be  determined  to  a  great  extent  by  two 
things:  first,  the  cost  of  the  space:  second,  the  custom  of  the  town.  If  it  is  customary  to 
use  half  pages  to  announce  the  bargains  at  special  sales,  a  merchant  can  hardly  expect 
quarter  pages  to  make  the  sale  a  success.  The  cost  must  be  considered,  it  is  true,  but 


THE   SPECIAL   SALE 


207 


SALE  of  MEN'S  SUITS 


«u  ta  *.--  "•  •...«  a  MiWI  ni  IKMUM  on  van  ... 

Uv   WVM  •».  •.«  •>  IM  l«.t>  01  «•»••««•  (»..,*.  —  **» 
M.MM.O  Ml  tf  <»  ••«  £  •  *  ••>  *  I****  M«M 

• 


*.  n      »»•  •»M«nM»  n  /a*  1^1™  iw* 
•V  Hiuifcl  •*  'Kr  pr»f  joi  pi)  l»  lam.  *• 
Cr»d»  I       f   .«r,C,.rmrniM.J. 
<o  »oll  .1    »U   or   Hor..   »».5O 


Get  (he  Habit.     Co  (o 


UNION  SOL'ARE. 


the  large  advertisement,  the  king-pin  of   them 

all,  must  be  as  large  as  that  used  by  others  in 
b°|r5<'1  the  same  paper,  and  sometimes  even  larger. 
The  sixe  of  the  space  used  has  become  so  closely 
associated  in  the  minds  of  the  public  with  the 
importance  of  the  event  that  large  spaces  pay 
better  in  these  cases  than  smaller  ones,  even 
if  the  announcements  are  inserted  fewer  times. 
It  is  sometimes  possible  to  place  a  limit  on 
the  length  of  these  special  sales.  If  the  mer- 
chant has  held  many  of  them,  he  knows  pretty 
well  just  how  long  it  will  take  to  dispose  of  the 
lines  to  be  sold.  In  that  case  he  can  announce 
the  sale  for  so  many  days,  and  thus  concen- 
trate the  business  within  that  time.  But  if  he 
is  supplement  ing  the  sale  goods  from  his  regular 
stock,  as  is  often  done  when  seasons  are  fairly 
Well  advanced,  or  when  stocks  are  unusually 
high,  he  will  wish  to  continue  the  sale  as  long  as 
any  interest  is  shown.  He  will  find  that  a 
large  advertisement  used  whenever  interest 
seems  to  lag.  that  interest  is  again  revived. 

In  the  advertisement  of  Brill  Bros,  there  is 
entirely  too  much  matter  for  the  size  of  the  space 
used.  It  is  too  crowded  and  presents  a  prosy 
appearance.  In  its  original  size,  eleven  inches 

by  three  columns,  it  was  perfectly  readable  but  particularly  uninviting  to  every  one 
who  was  not  anxiously  on  the  lookout  for  a  suit.  The  prices  are  displayed  in  a  tempting 
manner,  being  four  lines  deep.  Note  the  phrase  "Get  the  Habit,"  which  is  used  in 
all  their  advertisements. 

A  study  of  the  Brownsville 
Woolen  Mills  Store  shows  us  an 
advertisement  the  direct  opposite 
in  many  ways  to  that  of  Brill 
Bros.  The  display  is  all  that  one 
could  ask  for.  It  attracts  the 
eye.  The  cut,  the  headline,  and 
the  price  are  all  so  prominent 
that  one  could  not  miss  seeing 
them.  Yet  it  is  not  a  good  ad- 
vertisement. In  Brill  Bros.'  ad- 
vertisement we  find  too  much 
said  for  the  size  of  the  advertise- 
ment, but  not  too  much  to  give 
full  information  about  the  sale 
and  the  suits  being  slaughtered. 
In  the  Brownsville  advertise- 
ment there  is  not  enough  infor- 
mation given.  "100  men's 
suits  worth  $12.50,  $13.50  and 
$15.00,  now  $8.50,"  does  not 
tell  us  whether  they  are  light  or 
dark  patterns,  two  or  three 
pieces  to  the  suit.  It  doesn't 
give  us  any  particulars  of  the  cut, 


OflOOMen'sSuits  Worth  $12.50 
$13.50  and  $15.00,  Now 


Everything  in  the  House  at 
Greatly  Reduced  Prices 


BROWNSVILLE 

WOOLEN  MILLS  STORE 

Opposite  Chamber  of  Commerce.        Third  and  Stark  Sts. 


208 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


whether  they  are  single  or  double  breasted.  We  simply  must  go  to  that  store  to  find  out 
what  kind  of  suits  they  are.  We  can  only  judge  the  value  from  the  quotation  of  prices. 
On  the  other  hand,  one  reading  of  Brill  Bros.'  advertisement  convinces  us  that  the  MI  its 
are  really  excellent  value.  Good  sensible  reasons  are  given  why  the  cut  in  price  is  made 

and  a  reading  will  easily  show  us 
whether  the  suits  are  likely  to  >uit 
us  or  not,  for  they  are  properly 
described. 

Wageman,  of  Cleveland,  be- 
lieves in  cuts.  He  has  one  in 
this  advertisement  occupying 
three-quarters  of  the  space.  It 
is  really  good  too.  But  words 
are  sometimes  more  profitable 
than  cuts.  In  this  case  price*  are 
quoted  just  as  they  would  be  in  a 
price-list  where  you  have  to  turn 
back  to  a  certain  page  to  find  out 
what  the  article  is  like.  Unfortu- 
nately, there  are  no  pages  back  of 
this  list  to  turn  to,  miles*  it  be  a 
competitor's  advertisement.  De- 
scriptions of  goods  should  proceed 
or  follow  price.  Price  is  of  no  use 
unless  a  description  is  given  of 
the  article  priced. 

Head  the  introduction  and  ar- 
gument. What  do  you  make 
it?  Simply  that  there  is  an  epi- 
demic of  "Sales"  just  at  that 
time.  Wrageman  takes  his  flir 
at  them,  casts  suspicion  uj 
them,  and  then  turns  around  anc 
blows  about  what  he  is  going  to  do — not  what  he  is  doing.  Nor  does  he  give  any 
reason  why  he  is  doing  it.  He  then  turns  around  meekly  and  says,  "If  you've  con- 
fidence in  our  goods — confidence  in  our  statements,  and  need  anything  in  our  store — 
we're  ready  to  serve  you  at  these  prices."  "If!"  "If!!"  "If!!!"  "If,"  should  never 
appear  in  any  advertisement  in  this  manner.  Drop  the  "if "  altogether.  Say,  "when," 
instead.  That's  meek  enough. 

The  Brownsville  and  the  Wageman  advertisements  are  lacking  in  many  essentials 
that  should  characterize  a  sales  advertisement.  They  lack  first  of  all  that  "tempting 
power"  that  is  necessary  to  draw  trade.  Both  are  attractive  advertisements  as  far  as 
eye  attraction  goes,  but  they  are  not  satisfying  when  read.  They  do  not  even  rouse 
curiosity  other  than  a  mere  casual  thought  of,  "I  wonder  what  kind  of  suits  they  can  be 
at  that  money?"  Brill  Bros.'  advertisement  is  a  model  of  its  kind.  It  is  convincing,  it 
is  satisfying,  it  arouses  an  interest  in  the  suits  advertised  and  we  find  ourselves  curious 
enough  to  step  on  a  car  and  go  to  see  what  we  shall  see. 

I.  Rude,  the  little  tailor,  starts  off  with  a  big  lie.  He  then  explains  that  it  really 
amounts  to  a  give  away,  but  no  prices  are  mentioned.  One  immediately  imagines  the 
salesmen  in  that  store  sizing  up  each  customer  as  they  come  in,  setting  a  price  on  them. 
If  they  should  happen  to  strike  one  a  notch  too  high  it  is  accommodatingly  reduced 
while  you  wait.  This  is  not  a  good  sale  advertisement.  There  is  no  enthusiasm,  no 
"  hurrah  "  about  it. 

Beside  the  newspaper,  advertising  circulars  or  dodgers  are  usually  used.  They  very 
often  are  merely  a  copy  of  the  first  large  advertisement  that  appeared  in  the  newspaper. 


A  WAGEMAN 

CLASS  CLOTHING- 


THE  SPECIAL  SALE 


209 


These  are  printed  on  a  little  better  paper  and  mailed  and  distributed  from  house  to 
louae. 

The  window  and  interior  displays  at  a  special  sale  are  of  equal  importance  with  the 
newspaper  advertising.  These  displays  are  often  overlooked  entirely.  Show  cards  and 
price  tickets  should  he  used  in  the  window  and  the  store  wherever  there  is  a  place  to  use 
them.  The  more  the  better.  The 
ods  shown  must  not  be  piled  up 
n  pyramids  in  the  window-  and 
scattered  loosely  on  bargain  counters. 
There  is  nothing  that  cheapens  a 
.-tore  like  this  treatment  of  goods. 
Neatness  should  characteri/e  the  dis- 
play of  cut-price  goods  as  much  as  it 
doe>  that  of  the  daintiest  and  finest 
of  wares. 

( )ccasional  special  sales  can  be 
made  to  benefit  any  line  of  business. 
They  offer  an  outlet  for  slow-moving 
stock  and  for  special  purchases  at 
bargain  prices.  There  is  no  better 
method  known  for  increasing  sales 
and  profits  in  a  short  period  of  time. 
This  method  may  be  likened  to  the 
hot  house  forcing  of  the  florisf.  By 
extra  care  and  special  methods  he 
can  make  flowers  grow  out  of  season. 
By  the  special  sale  method  a  merchant 
can  produce  business  in  dull  seasons. 

This  method  of  doing  business  means  that  the  merchant  must  be  aggressive  and  alive. 
There  is  considerably  more  work  and  worry  encountered  in  special  sale  methods  than  in 
the  take-things-easy-let-business-come-if-it-will  style.  The  firm  who  undertakes  to 
force  business  is  always  the  successful  one — the  other  exists  merely  on  sufferance. 


Give  Away 

or  IEFT-WER 

Clothing 

Ton  do  Toaraelf  an  injustice  it  Ton  »»7  •  Suit 
or  Oieraoat  before  eeein«  the  Taluea  we  otto, 
actually  4  OrVE  AWAY,  coniidrrin(  the_flriee 
tB*e*  9uiu  and  Orercoeta  "ere  ordered  for  The 
tipreei  companiea  retained  to  ne  a  food  many 
ordered  by  ptrtja  out  of  town,  wbo  failed  to  take 
Jum  out  We  fot  (Ood  depouta,  uid  cm  offord 
to  tell  tbaia  ia»lcaf  than  eoet  of  tailoring  to  you 
So  UM  boyiDC  haod-me-downa  and  pay  more  wbro 
you  can  bny  fixe  tailored  elothinf  'or  jeea.  Aa  we 
ha*f  almoet  all  aiiee  In  the  lot.  TOO  may  be  able 
to  find  eooMtfcuu  to  eait  yon  exactly.  We  will  be 
open  Friday  and  Saturday  unul  10:30 

I.  RUDE 


TIK  LITTU  UH.OU 


911  15th  Street 

Meter  if  DM  CkUct  I  of  Mn  iae  WMM 


A  LIST  OF  SUCCESSFUL  SALES  NAMES 

Some  of  these  sales  are  of  minor  importance  while  others  have  been  the  means  of 
selling  thousands  and  hundreds  of  thousands  of  dollars  worth  of  merchandise  in  an  incred- 
ibly short  space  of  time.  In  most  cases  the  name  suggests  the  methods  followed  in  pre- 
senting the  sale  before  the  public. 

These  sales  names  have  been  taken  from  advertisements  that  have  actually  appeared 
during  the  past  two  years  and  are  therefore  the  latest  ideas  in  sales  names.  There  are 
thousands  of  others  that  might  have  been  selected,  but  there  are  a  sufficient  number 
given  here  to  assist  any  advertiser  in  selecting  a  suitable  name  for  his  sale. 


A  stupendous  five-day  sale. 
Mid-winter  riddance  sale. 
General  reduction  sale. 
Reinforcement  sale. 
Honest  sale. 
Drastic  clearance  sale. 
Challenge  sale. 

The  beneficial  blizzard  of  white  goods  still 
storms  the  store  with  its  January  economies. 
Monster  department  wrecking  sale. 
Grand  ripping  out  sale. 
The  great  end-of-the-season  sale. 
The  sale  the  people  are  waiting  for. 


The  great  winning  windup  sale. 

Remnant  sale. 

This  is  the  crucial  sale. 

Surprise  sale. 

Unloading  sale. 

The  seven-day  sale. 

Great  determination  sale. 

A  clearing  sale  that  will  clear. 

The  summer  adjustment  sale. 

A  sale  of  little  things. 

Annual  public  benefit  sale. 

All-over-the-house  special  sale. 

Fifth  birthday  party  sale. 


210 


HOW  TO  ADVERTISE  A   RETAIL  STORE 


The  great  get  your  money  back  sale. 
Birthday  anniversary  celebration. 
Our  great  annual  silk  sale. 
Pre-holiday  room-making  sale. 
Parting  sale. 

Daring  December  distance  sale. 
Quit-business  sale. 
The  protection  benefit  sale. 
The  greatest  of  all  remodeling  sales. 
Mill-outlet  sale. 
A  sincere  sale. 
The  startling  sale. 
Drapery  sale. 
'Fall  carpet  sale. 
Great  November  piano  sale. 
Annual  November  sale  of  notions. 
Special  cloak  sale. 
Great  department  managers'  sale. 
Clearing  sale  of  gold  wall-paj»er. 
A  lace  sale  extraordinary. 
Two  days'  sale. 
Great  mid- month  bargain  sale. 
Special  sale  of  portieres. 
Liquidation  sale. 
Pound  paper  sale. 
Sale  of  odds  and  ends. 
A  dollar  dress  goods  sale. 
September  fur  sale. 
Last  and  greatest  sale  of  summer. 
Annual  low  price  sale. 
White  sale. 
Odds  and  ends  sale. 
Rummage  sale. 
Money  saving  sale. 
September  i'urnitiirr  sale. 
Expansion  sale. 
Rebuilding  sale. 
Between  seasons  bargain  bits. 
Nine  suit  sale. 
Dump  sale  of  good  shoes. 
Keep  busy  sale. 
Pre-Inventorv  sale. 
Inventory  sale. 
Stock-taking  sale. 
Dej>artment  managers'  sale. 
Trade  sale. 

A  howling  sale  of 

Two  dollar  sale. 

Quarter-of-a-century  sale. 

Great  one  cent  sale. 

Room  making  sale. 

A  bargain  aisle  sale. 

Drop  curtain  sale. 

Golden  anniversary  jubilee  sale. 

Make-room  sale. 

Necessity  sale. 

Success  sale. 

Closing  out  sale. 

Great  10  per  cent,  discount  sale. 

One  day  sale. 

Clean-up  sale. 

Great  pre-holiday  clearing  sale. 

Great  stock  reducing  sale. 

The  ripper  sale — when  we  rip  prices  in  two. 

Price  revisal  sale. 

Economy  sale. 

Sensational  half-price  sale. 

Big  slaughter  sale. 

A  thrilling  silk  sale. 


The  big  suit  sale. 
A  mammoth  silk  sale. 
A  $20,000  sacrifice  sale. 
Sale  of  ini|>ortance. 
201st  Friday  bargain  sale. 
Rare  sale. 
( ireat  shoe  sale. 
Noonday  sale. 
A  very  special  sale. 
Jobbers'  and  manufacturers'  sale. 
I-'rec  gift  sale. 
Great  sample  waist  sale. 
A  hosiery  sale. 
Table  day  sale. 
Phenomenal  suit  sale. 
A  great  Friday  dress  goods  sale. 
(ireat  discount  sale. 
Big  ea»h  clearance  sale. 
Our  l>ig  clld-of-t  lie-week  sale. 
Grand  milliner)'  oj>eniiig  sale. 
The  fire  sale. 
Twelve  day  removal  sale. 
I'ros|>erity  sale. 
The  great  cyclone  sale. 
Consolidation  sale. 
A  sweeping  sale. 
A  clean  sweep  sale. 
Receivers'  sale. 
Sensational  .sale. 
Sale  of  manufacturer's  samples. 
Sale  of  black  silks. 
Corn  celebration  ami  harvest  sale. 
Special  purchase  sale. 
Clearance  sale  of  groceries. 
A  sale  of  albatross. 
Annual  Thanksgiving  linen  sale. 
Big  sacrifice  sale. 
Sale  of  fern  dishes. 
Mid-inontli-sale. 

The  greatest  glove  sale  in  the  West 
Black  dress  goods  sale. 
Sale  of  odd  curtains. 
Friday  shoe  sale. 
A  slaughter  sale. 
Rich  cut  glass  sale. 
Great  October  reduction  sale. 
A  sale  of  high-grade  leather  covered  furniture. 
October  sterling  silver  sale. 
Sale  of  neckwear. 
Important  waist  sale. 
Another  mid-month  grocery  sale. 
Enormous  silk  purchase  sale. 
Most  wonderful  bargain  giving  sale. 
Money  raising  sale. 
Hosiery  sale. 
Extraordinary  sale. 
The  Saturday  picture  sale. 
Carnival  week  sale. 
Dissolution  sale. 

Extraordinary  sale  of  gloves  under  regular 
prices. 

Great  sample  sale  of  rugs  in  carpet  sizes. 

Between-seasons  sale. 

A  great  sale  of  small  things. 

Sample  sale  of  shoes. 

Great  reopening  sale. 

September  notion  sale. 

One  week  iron  bed  sale. 

Salvage  and  wreckage  sale. 


CLEARANCE  SALES 


211 


Removal  sale. 

School  suit  sale. 

Great  introductory  silk  sale. 

Our  semi-animal  sale. 

Wash  waist  sale. 

No  excuse  sale. 

Friday  hour  sale. 

Grand  fall  opening  and  anniversary  sale. 

Special  sale  of  new  fall  styles. 

Semi-annual  dollar  sale. 

Pant  sale. 

Trade  stirring  sale. 

Timely  sale  of  household  fixings. 

Great  special  sale. 

I  Jig  Manket  sale. 

Out-of-the-ordinury  sale. 

Attention  sale. 

Annual  September  lace  curtain  sale. 

Remnant  sale. 

Home  stretch  sale. 

See-saw  sale. 

Blue  pencil  price  sale. 

Special  three  days'  sale. 

Mammoth  improvement  and  remodeling  sale. 

Great  shirt  sale. 

Two  remarkable  sales. 

Great  re-opening  sale. 

Improvement  sale. 

Record  breaking  sale. 

General  reduction  sale. 

A  forced  sale. 

Linen  clearance  sale. 

Our  summer  white  sale. 

Great  anniversary  sale. 

Morning  sales. 

Greatest  of  our  challenge  sales. 

A  picture  sale  for  picture  lovers. 

Our  May  undermuslin  sale. 

Sale  of  some  interest. 

A  gigantic  sale. 

A  stupendous  silk  sale. 

A  gigantic  silk  sale. 

A  Christmas  sale  of  suits. 

Sale  of  cut  glass. 


Holiday  sale  of  pianos. 
Wonderful  sale  of  new  furs. 
Another  silk  petticoat  sale. 
Cut  glass  sale. 
Sale  of  holiday  umbrellas. 
A  very  important  fur  sale. 
The  greatest  coat  sale. 
Gigantic  unloading  sale. 
Uig  receiver's  shoe  sale. 
Annual  Thanksgiving  china  sale. 
Boy's  suit  sale. 

Evening  sale  of  men's  overcoats. 
Sale  of  groceries  and  wines  for  Christmas. 
Merry  Christmas  sale. 
Sale  of  beautiful  lingerie  waists. 
Domestic  nig  sale. 
Great  blanket  and  robe  sale. 
Our  first  fall  sale. 
Great  special  suit  sale. 
A  grand  fall  carpet  sale. 
Clearance  sale  of  street  hats. 
Inauguration  sale. 
Sale  of  carpet  rugs. 
A  one-day  drapery  sale. 
The  Christmas  sale  of  fancy  china  and  rich 
cut  gla>s. 

Holiday  sale  of  handkerchiefs  at  lowest  prices. 

A  great  watch  sale. 

Our  glorious  lace  curtain  sale. 

Sideboard  sale. 

The  greatest  sale  of  women's  outer  garments. 

Annual  December  sale  of  muslin  underwear. 

Special  Christmas  sale  of  furs. 

Pre-holiday  sale  of  silks. 

Christmas  jubilee  sale. 

Sale  of  black  suits. 

Bargain  sale. 

Holiday  sale  of  fine  furs. 

Sensational  holiday  nig  sale. 

Oil  painting  sale. 

Japanese  china  sale. 

Meat  sale. 

Imported  Japanese  china  sale. 

Unusual  sale  of  black  goods. 


CHAPTER  XXXVI 


CLEARANCE  SALES 


THE  semi-annual  clearance  sale  is  a  settled  institution  in  many  stores.     Year  after 
•  year  many  merchants  spend  considerable  time  and  money  on  their  clearance 
sales.     They  would  not  try  to  do  business  without  the  use  of  a  clearance  sale 
twice  a  year. 

The  semi-annual  clearance  sale  is  of  vast  importance  to  every  merchant  handling 
apparel  of  any  kind.  There  is  now  such  a  marked  distinction  between  most  of  the  goods 
worn  in  different  seasons  that  it  is  absolutely  necessary  to  clean  up  each  season's  goods  in 
that  season.  In  the  majority  of  cases,  even  in  staple  lines,  it  does  not  pay  to  carry  any 
lines  over  from  one  season  to  another.  Styles  are  changing  so  rapidly  and  the  public 
are  being  educated  to  wear  only  stylish  goods,  so  that  a  merchant  risks  great  looses  by 


212  HOW  TO  ADVERTISE  A  RETAIL  STORE 

trying  to  palm  off  last  season's  styles  as  new.  "Give  us  something  new — something  dif- 
ferent" is  the  cry  on  every  hand,  and  the  manufacturer  and  retailer  are  eagerly  trying  to 
fulfil  the  demand. 

In  a  great  many  cases  merchants  find  that  it  pays  to  go  into  the  market  and  pick  up 
seasonable  lines  to  be  placed  on  sale  at  these  clearance  sales.  These  goods  must  be  pur- 
chased at  a  price  concession  sufficiently  large  to  yield  a  profit  when  being  retailed  at  a 
reduction  from  regular  price. 

Merchants  with  a  large  outlet  find  no  difficulty  in  picking  up  considerable  stock  in 
this  way.  The  end  of  the  season  is  still  in  sight  for  the  retailer,  but  with  the  wholesaler 
it  is  different.  The  end  of  the  season  is  past  due  and  they  are  working  on  next  season's 
lines.  They  usually  have  considerable  stock  left  on  their  hands,  some  being  counter- 
mands, others  being  returned  goods,  while  others  may  never  have  been  shipped  because 
turned  out  too  late.  The  wholesaler  welcomes  the  retailer  who  approaches  him  with 
cash  in  his  hands,  and  sells  at  a  loss  rather  than  hold  them  for  a  better  offer. 

The  clearance  sale  can  be  made  of  considerable  importance  and  can  be  the  means  <>l 
increasing  a  store's  output  to  a  considerable  extent.  The  grocer  even  could  find  it  to  hi> 
advantage  to  hold  a  clearance  sale.  He  can  make  slight  reductions  on  lines  dial  are  read) 
sellers  and  cut  the  price  deeper  on  lines  that  ought  to  be  sold  before  their  freslme^  i- 
gone.  In  his  case  the  advertising  must  be  slightly  different  from  that  of  the  dealer  ir 
ready-made  garments.  He  might  call  it  an  inventory  sale  and  with  considerable  inge 
nuity  bring  the  people  to  think  that  his  sole  object  in  selling  at  cut  prices  is  to  save  a  l<> 
of  time  in  measuring  bulk  goods  and  in  counting  the  innumerable  lots  of  small  thing? 
they  sell.  Should  he  have  any  goods  that  are  stale  and  undesirable  he  had  better  throv 
them  into  the  garbage  can  and  save  himself  a  whole  lot  of  trouble. 

Usually  the  clearance  sale  should  be  made  to  serve  two  objects:  First,  to  clear  th< 
stock  of  odds  and  ends,  stickers,  left-overs,  shop-worn  and  damaged  goods  and  any  unde 
sirable  articles  he  may  have;  second,  to  make  as  many  new  acquaintances  as  possible. 

Price  is  a  magnet;  low  prices  attract  and  high  prices  repel.  A  clearance  sale  with  it: 
huge  list  of  low  prices  will  draw  people  into  a  store  quicker  than  any  other  means  that  car 
be  used.  At  least  a  part  of  these  new  customers  will  stay  with  a  store  and  become  stand 
and  true  exponents  of  the  truth  that  "a  satisfied  customer  is  the  store's  best  advertise 
ment." 

Besides  being  an  outlet  for  goods,  desirable  and  undesirable,  the  clearance  sale  i; 
valuable  because  it  acts  as  a  business  tonic.  Coming  as  it  does  when  trade  is  dull  am 
there  is  very  little  regular  trade,  it  livens  up  the  store.  It  also  helps  to  keep  the  sales  forn 
in  working  trim. 

A  clearance  sale  is  of  little  use  unless  there  are  plenty  of  bargains.  These  are  usuall) 
to  be  found  in  the  odds  and  ends  that  have  accumulated  during  the  preceding  six  months 
It's  hardly  necessary  to  say  that  the  cost  price  should  never  be  thought  of  in  making  tin 
selling  price  of  these  goods.  They  should  be  marked  at  a  price  low  enough  to  mak< 
them  move  out  even  if  that  price  is  only  half  of  the  original  cost.  First  losse-  an 
usually  found  to  be  the  smallest. 

Besides  the  bargains,  the  successful  clearance  sale  demands  a  number  of  leaders 
These  leaders  are  to  be  used  as  baits  and  stimulators.  The  leaders  should  be  desirable 
goods  for  which  there  is  a  steady  demand.  If  a  few  cents  are  lost  on  each  leader  sold  it  ii 
made  up  in  the  general  effect  they  have  on  the  sale. 

Several  of  these  leaders  must  be  offered  at  the  opening  of  the  sale  and  the  rest  helc 
back.  They  are  only  to  be  brought  forward  as  required  to  increase  interest  in  the  sale 
In  this  manner  a  sale  can  be  kept  up  for  a  month  with  little  trouble — provided,  of  course 
there  are  goods  in  sufficient  quantities  to  be  sold  at  cut  prices. 

As  sale  advertising  is  primarily  intended  to  bring  the  crowds  to  the  store,  every  avail 
able  space  should  be  given  up  to  displaying  the  marked-down  goods.  The  more  lines 
openly  displayed  the  more  sales  result  from  the  sale.  Price  tickets  plentifully  used  ar< 
a  great  time-saver  in  these  special  sales. 

The  same  method  should  be  followed  in  the  advertising  of  a  clearance  sale  as  in  th< 


CLEARANCE  SALES 


213 


special  sale.  The  advertisements  (littering  only  in  that  they  partake  more  01  the  cata- 
logue of  lines  and  prices.  These  prices  must  he  cut  prices  if  they  are  to  be  of  any  use  in 
drawing  people  to  a  sale.  The  cut  in  price  should  be  made  very  prominent.  Large  type 
prices  emphasize  the  magnitude  of  their  value  in  the  eyes  of  many  people  so  that  large 
black-faced  type  should  be  freely  used. 

In  the  Williams  Bros.  Company  advertisement  the  prices  stand  out  clear  and  distinct. 
They  center  the  eye  upon  the  item  in  which  the  price  is  shown.  A  careful  reading  of  the 
advertisement  shows  that  this  firm  had  no  sooner  completed  their  Christmas  business  on 
the  21th  of  December  than  they  had  begun  a  clearance  sale  on  December  20th.  Busi- 
ness must  not  be  allowed  to  sleep;  not  even  for  one  week  could  a  large  store  afford  to 
postpone  its  clearance  sales  after  Christmas  selling. 

We  do  not  favor  so  much  space  being  taken  up  by  a  name-plate.  A  smaller  one  can  be 
seen  and  a  real  small  one  will  be  found  if  the  reader  wants  it.  It  is  unnecessary  to  under- 


A  peat  money  taring  event  lot  yon.  Before  the  clot*  of  the  year  we  want  to 
dm  oat  the  many  oddf  and  endi  accumulated  during  tht  Chrutmat  rush. 
Spice  ion  not  allow  to  mention  all  the  bargains  you  can  find  arranged  OB  our 
tablet,  but  the  following  partial  fat  will  convince  you  that  a  visit  to  thii  itore 
will  prove  profitable  to  you.- 


PRICES  CUT  INTO  HALVES 


Fin  for  Mind— 8  to  12  Yean— and  Children 
..$2.40 

$3.39 
..$3.65 


$7.00  :~ 
$7.50t= 


E~. :  63cb 

$2.50 -.r^.:  $1,29 
; $1.50 


GrU'  Coat»-6  to  14  Yean 

$4.00-*  .-*.»-«- $2.00 
$5.00--  c*  ^  .-«-* -.  $2150 
$7.50-— «-'— '"'-"  $3.95 


Perfmet 


APPL1    •bOMOH 


I  Oc 


Fancy  and  Practical  New  Year1*  Pretenti 
AT  GREATLY  REDUCED  PRICES 

•  dirt,  i*i/lM%.»h"1.»  'ii.»r  «L.ra«p"f«m"  !!!*! ....  I  Oc 

IT^_'!V!_'""  .  '.T'*.**^  7-*.'  *h.i«  .*                «•»* 

*•"•  >•««»•*   '«•   «•»'• |Q.        IK*     Mi.    *t WUC  El^,,i,      B..V*.).      P;»*      fid 

-••»•-:» vJ8C  rMw  -^^.i  k.  „.  ^  iw-TTK.^— «sr-^.*: 

•'i**r  >>i«to4  c«"*«  H«W«M,  ,,77i«  .*r.rr  ^  tw^si  *"***  (r*w  ***  **"*  *—•*•• 

!!!^7K.'>1C'           Tflc  rv*»«;  •«  «i»^-.  'F-n^rif  "Jj'/tiJ.*  t,^*'  ""oK^ 

-  .  y    •  WW  ^ ^    „    .    b»rB.lR    f,f    Me       r«.  ,pp.»'4r;.                   .               iO    C 

•>I*M  •CM».i*~H*i«wi7~f«7:  *^*  *  ...............  ^^^  ^  B<^J;  ^_e^  ^^ 

B»rtr    »*W  '«•   rt«f               «Q^  M.'.l.ry     W.,>    BTMhM.    •!*»•  h*»  •*  «>«•   '••I   »•''            A  C  _ 

t.  In  th,.  Ml.  Idr.   .     490  •un9t  hintS** itnvu*     K.^?      •"'    u»"*^»  '"« ***C 

Vwty    X*mJnm»_   fa»^y     tt»M  fc.i;  )•«.   •  »  (  b*r-             fin  rtr>t    rioor— TUtrd    Al»i«. 
t*mi    |MP    »M-    ...           U90 


Royal  Tooth 
Powder" . 


lOc 


|fc   _  -  $3.00.; 


I9c 


JOc 

II        flJr 

lOc 


BEMNANTS 

Han  amnged  on  three  large  Ubles  r«m 
j4nL  of  &11  kinds  oCdrau  mat-jriAU  In  all 

..^ures,  cliaap«T  than  coot. 


oc 


Thre«  special  bargain  Ubles  full  with  Uu 

finest  china  bric-a-brac,  and  fancy  novelties. 

Table  Marked  Table  Marked  Table  Harked 

10  Cent!  IS  Cents         25  Cents 


Dressing  Sacquw. 


=?^rs^"-">' $1.19 


"*;,...  i  DC 


Remnants  of  all-over  Laces,  With  Embroid 
end    Edges    and  Galloon  Trimmings;  all 


We  Call  Your  Attention  to  the  Show  Window  Ei 

hibit  of  Fine  Clothing  Marked  at  Very  Low  Price! 

—Water  Street  Side. 


66c 


Wo 


j  Neckwear, 


SS."*, : ^.JBO 


214 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


The  best  results  from 


a  midwinter  sale  we  ever  had 

Partly  due  to  a  splendid  assortment  of  Furniture,  largely  due  to  the  great  re- 
duction in  price,  and  yet  another  admirable  feature  is  that  all  goods  are  plainly 
marked ;  no  guessing  as  to  value,  no  uncertainty  as  to  price,  'it's  all  made  plain." 
An  indication  of  its  popularity  is  seen  by  the  constant  changing  of  our  windows 
as  the  different  pieces  are  sold.  We  shall  continue  this  sale  during  the  present 
week  and  those  interested  in  home  'furnishing  can  ill  afford  to  miss  such  an 
opportunity. 


No.  800 — Dresser,  in  either  oak  or 
mahogany,    French     mirror    J.'x.'X, 
was  $16.50, 
now    $13.75 


No.  741— Mahogany 
Princes*  Dresser, 
was  $22.50, 
now $17.50 


No.  74— Oak 
Dresner,  oval  mirror, 
was  $14.00. 
now  $11.00 


No.  2060— Metal  Bed.  bit  rail  head 
and  foot  with  brass  knobs,  finished 
blue  and  gold,  63  inches  high,  v.  .is 
$12.00,  now $8.90 


No.  52-Oak 

pattern 

mirror,  was  $14.00. 
now   $11.00 


No.  2— Grandfather1* 

• 

price  $55.00, 

now  $37.50 


No.  601  —  Brrdeye 
Maple  Princcsa 
Dresser,  was  $77.50, 
now  $22.50 


No.  643— Gold  Bed. 
height  63  inches,  was 
$8.50,  now.... '.$6.73 


No.  3014 — Blue  Enamel  Bed,  height 
65  inches,  wu  $7.50.  now $5.90 

No.  2011—  White  and  Cold  Bed. 
height  63  inches,  Colonial  posts,  wn 
$850.  now $6.25 

No.  817— Brass  Bed.  2-inch  ports, 
swell  front,  height  63  inches,  was 
$38.00,  now $25.00 

\o.   647—  W.   O.    yat   Rack,   with 

French   plate  mirror,  was 

$750,   now $5.75 

No.  93— Costumer,  in  all  fini>hc.« 
was  90c,  now 6Sc 


No.     200—  Reception     Chair,     u 
$3.25,  now <..  ,...$2. 


$2.35 


N'o.  21 — Chairs,  with   arms,  splen- 
didly made,  were  $1.75,  now. . .  90c 

No.  81— Oak  Chiffonier,  with  «.hape 
mirror,  wu  $12.00,  now $9.25 

No.  79 — Oak  Chiffonier,  with  shape 
mirror,  was  $1 1. 00,  now $8.50 

No.       700 — Chiffonier.       serpentine 
front,  was  $25.00,  now $214)0 

No.  100— G.  O.  glass  door,  double 
.Wardrobe,  was  $2500.  now.. $19.00 

No.  68 — 1-2  G.  O.  single  panel  door 
Wardrobe,  was  $12.50.  now. .  $9.75 

N'o.    55 — G.    O.    double   panel   door 
Wardrobe,  was  $12.50,  now.,  $9.75 

No.    741— Birdeye    Maple    Princes* 
Dresser,  was  S22  SO.  now... . .  $17.50 


Gibson  of  Memphis 


rule  an  introduction  in  this  way  to  make  it  prominent.  White  space  is  usually  more  valu- 
able. There  is  entirely  too  much  under-ruling  in  the  advertisement:  under-ruling  of 
whole  paragraphs  is  unnecessary.  If  there  is  a  word  or  a  phrase  that  requires  emphasiz- 
ing, under-rule  it,  but  avoid  the  use  of  too  many  rules  in  this  way. 

The  fact  that  new  lines  at  cut  prices  are  to  be  added  to  the  sale  goods  from  time  to 
time  should  be  clearly  stated  in  the  advertising  and  emphasized  strongly  for  the  purpose 
of  having  people  visit  the  store  day  after  day. 

There  should  be  a  large  measure  of  enthusiasm  manifest  in  these  sales.     Every  sales- 


CLEARANCE  SALES  215 

man  mu>t  believe  that  lie  is  giving  special  values;  he  must  also  impress  this  fact  on  the 
minds  of  his  customers.  This  enthusiasm  should  never  extend  as  far  as  exaggeration, 
however,  because  that  makes  the  advertiser  out  a  liar.  A  lie  is  a  hard  thing  to  live  down. 

The  advert  iscmcnt  of  Gibson  of  Memphis  is  shown  in  this  chapter  because  of  its  entirely 
different  make-up  to  most  "sale"  advertisements.  It  may  not  be  strictly  a  clearance  sale 
advertisement  but  it  partakes  of  the  clearance  sale  nature.  The  furniture  sale  is  an 
annual,  or  semi-annual,  event  with  most  of  the  large  stores  and  as  such  may  be  classed 
as  a  great  clearance  sale  event. 

In  this  advertisement  is  clearly  shown  the  strong  effect  to  be  gained  by  the  use  of 
white  space.  The  cuts  are  so  arranged  as  to  make  the  whiter  portion  of  the  advertise- 
ment more  prominent.  There  are  no  heavy  headlines  used.  The  one  used  at  the  begin- 
ning is  in  keeping  with  the  balance  of  the  advertisement.  As  a  usual  rule  a  light  border 
is  used  around  heavy  or  black  appearing  advertisements  and  vice  versa.  In  this  case 
the  light  border  is  used  around  the  light  advertisement  adding  to  its  prominence. 

This  advertisement  is  worth  considerable  study.  The  introduction,  while  not  par- 
ticularly strong,  is  good  because  there  is  no  bombast,  no  flourish,  no  boasting.  It  is  simple 
and  reads  true.  Any  one  can  tell  that  it  is  an  earnest  setting  forth  of  facts.  It  has  that 
ring  of  quality  in  it  that  many  introductions  lack.  It  does  not  put  one  on  his  guard 
against  imposition  by  suggesting  suspicion  of  its  truthfulness. 

The  descriptions  of  the  different  offerings  are  not  quite  as  strong  as  they  ought  to  be. 
They  are  hardly  full  enough.  The  price  reductions  are  reasonable.  People  of  means 
will  take  advantage  of  these  offerings— people  who  have  money  to  spend.  The  masses 
will  be  attracted  usually  by  an  entirely  different  style  of  advertisement.  Gibson  of  Mem- 
phis gives  us  an  unusual  advertisement,  one  that  is  worth  while. 

McKelvey,  Youngstown,  Ohio,  produces  an  advertisement  intended  to  reach  the  masses 
and  which  no  doubt  rilled  the  big  store  to  overflowing.  The  sale  is  called,  "The  July 
Jubilee,"  and  gives  us  cut  prices  on  a  great  many  classes  of  goods. 

The  typographical  arrangement  is  pleasing  to  the  eye,  yet  as  a  whole  the  advertise- 
ment is  not  one  that  would  attract  attention  for  its  strength.  The  lack  of  illustrations  is 
somewhat  made  up  for  in  the  box  arrangements  of  the  two  outer  columns. 

The  first  glance  one  gives  to  this  advertisement  rests  upon  the  prominent  prices  dis- 
played. But  as  there  is  nothing  upon  which  one  can  readily  concentrate  the  gaze  the 
eyes  are  apt  to  wander  from  one  price  to  another  wondering  what  they  all  mean.  The 
white  space  in  this  advertisement  is  so  diffused  that  one  sees  only  a  mass  of  gray  matter. 
It  is  not  a  restful  advertisement.  There  are  too  many  broken  lines  where  there  ought 
to  be  solid  paragraphs. 

Shepard  Norwell  Co.,  Boston,  Mass.,  on  the  other  hand,  gives  us  a  splendidly  ar- 
ranged sale  advertisement.  The  eye  does  not  wander  from  one  spot  to  another  but  is 
immediately  attracted  to  one  of  the  advertisements  within  the  advertisement.  Descrip- 
tions are  fuller  and  are  not  so  bombastically  announced.  Compare  the  introduction  of 
this  advertisement  with  that  of  McKelvey 's.  In  the  latter  there  are  many  high-sounding 
adjectives,  reminding  one  of  the  puffing  of  the  exhaust  pipe  of  a  steam  engine,  while  in 
the  Shepard  Norwell  Co.'s  introduction  there  is  merely  a  plain  announcement  of  the 
sale  which  is  far  more  convincing.  Both  advertisements  are  pullers,  but  they  are  in 
entirely  different  classes.  McKelvey's  advertisement  pulls  because  of  the  price  reduc- 
tions, while  the  Boston  advertisement  pulls  from  its  great  power  of  suggestion. 
McKelvey's  advertisement  in  a  Boston  paper  might  meet  with  but  little  success,  while 
the  Boston  advertisement  would  be  successful  anywhere  in  bringing  about  results. 

In  the  following  paragraphs  will  be  found  some  excellent  examples  of  sales  intro- 
ductions. While  all  trades  may  not  be  represented,  there  are  a  sufficient  number 
to  show  how  it  is  done.  These  have  been  clipped  from  advertisements  printed  in 
various  parts  of  the  country  and  show  the  way  in  which  expert  advertisement  writers 
make  the  stories  of  their  sales  interesting.  The  advertiser  should  study  every  example 
carefully  because  the  introduction  to  a  shirt  sale  may  contain  an  idea  applicable  to  a  shoe 
sale  and  vice  versa. 


216 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


BOOBY  SALE 


Consolation  sale.  Bargains  for  those  who  were  unable  to  get  to  the  first  sale  should  be 
made  the  theme,  a  sort  of  consolation  bargain  list.  Stimulation  sale  to  stimulate  business 
during  <|uiet  months.  Booby  sale.  You've  all  heard  of  booby  prixes  for  those  who  failed 
to  secure  prizes  of  greater  honor.  This  (booby  sale)  is  especially  planned  for  those  who 
failed  to  geCUTC  Hi'  ir  -,hare  of  the  bargains  at  our  January  clearance  sale,  etc.—  A.  C. 


Smith,  Thametrrille,  Ont. 


Our  Annual  July  Clearance 

BEGINS  FRIDAY,  JULY  6th 


M  GMktoi  «  Los  Ha  U  Ma 


, 

11.50 


«•••-  UM  M4IMW  MM1*  MM^to  Mdi  tf  .b«M  pMMVWL  •*«• 
U«  -—  .  k—  «H  I,—  •»  W  ll»  I  lll«  llMtx  ,1  II  if  I  <», 

s-OTJ-J  .....  1     J745 


TM  FwMfli  J«  <  fTM  llt.OO  It  Ul.ll  tiM 
it  (ill.  II. li  mt  (I«.H 


UNDERMUSLINS.  fETTICOATS.   ETC. 


r£Z      16M 


THE  BIG  STORE 


STORE  CLOSED 
BUNKER  HILL  DAY 

Thr  I31«  •  -ii.ivm-.ry  of  me  battle 
uJ  Bunker  Hill  will  he  cc.ebri.ted  on 
iVo  iday.  June    18,  cuoteqoently   .>Ur 
Mgre     will     be   duMJ    on   llial   day. 

VI  l<t  Strict     T«m»'i  Hue     Turnout  Strut 

HOURS  FOR 
SUMMER  CLOSING 

Our  business  hours  Irom    Tuesday, 
June  P.',  lu  Satuidat.Se|>t.  I6mc'usi>e. 
will  be  8.90  a   m.  to  i   P  M   .   except 
Salurdais,whe,i  we  w,lu!,,v  al  1  P.M. 

f*                                                                                                                     '        "  *\ 

General  Clearance  Sale  of  Elegant  Suits,  Skirts  and  Coats 

Seasonable  Garments  for  Women  at  Remarkably  Low  Prices 

On  Tuesda)  morning.  June  10.  we  will  uHer  this  season's  choices!  models  in  Suits.  Skirls  and  dials  in  a  general  clearance  Mir  — 

,.  the  much  .anted  co.orv  up-to-date  sty.es  and  effects,  are  ,nc.u 

Women's  High 

Large  assortment  ol  TAILORED  SUI 
1        Horn  57  Sow  KOOJcJdi  Marked  do 

TAILORED  SILK  SUITS,  planed 
trimmed,  hat-ing  new  circular  and  P 
,                                                                   I.Vll 

Also  about  «  TAILORED  SUITS  II 
be  on  aa'c  nest  Tuesday—  your  C|KH 

-Grade  Suits 

TS,  eiquis  te  mode's.  \a'ues  ol 
•  n  In  42.  A»,  AO.OI)  and  O.1.OU 

lion  and   Bolero   models,  lace 
hncrss  skirts      Reduced  10 
0,   ItF.TS,  1O.OO  and  :ia..V> 

at  were  87  aO  to  «iJO  erne'-,  will 

Women's  Warm  Weather  Coats 

TRAVELLING  AND  AUTO   COATS,  in    Kaiah   Silk,  fancy   mix- 
tures,  etc.    full    bos   or    semi  Ailed    style*.    46    inches  long,  velvet 
01  an  or  co  ar.esa.  colors  grav.  na»y.  tan.  b'ack.  h  ue   and   white 
Special  values    ffered  the  coming   week    at   prices   ranKing    Irom 
4.75  to  i(5.  on 

V  ION    AND   PONEY   COATS,  esclutive   and  »iy:ish    models.    In 
taffeta,    broadcloth   and   lares.     The    assortment   is  extensive   and 
prices  quite  templing       .                A.OO.  7  .30.  S.7S  up  to  4il.ni> 

ADVANCE    MODELS   IN   AUTO  COATS,  e'ahorale  creations  in 
l'ie  S>a««er  Scotch  plaids,  havinx  the   ,iew  hop  e   back,    «ilh   m 
I        wn.  out  s  k-lmed  hood.  Winches  lo  ig.  attractive  colorings.     There 
are  i»o  grades  represented  ,n  this  new  model,  priced  at 
87.AM  and   3O.OO 

>    PLAIN      AND    FANCY     LINEN    COATS    in     Eton,    long    and 
short   models,  exceptionally    well    made    and    cscel'ent     taue*. 
Clwosc  Iruni  a  arge  stock  at          SMS,  8.0H,  n.HO  up  to  IO.7A 

ED  SUITS,  consrstin-  of  thai 
panama.  plain  and  fa1  cy  mix- 
s  a.  various   styles   and   CO  ors, 

>.   12.7ft.   14.7.1  and    IO.1H 

embroidered   batiste,  taffeta, 
lete  assort  r.ent  ol   Linen  Coat 
3.08  to  33./10 

season  s  models,  made  of  broadcUftl 

1         made  10  sell  lor  ld.7»  10  Huso.     Ke<! 

MM 

DAINTY    SUMMER    DRESSES  of 
loulards.  dimities,  lawn*  and  a  comp 
Suits.     Marked  now,  each     . 

New  Prices  on 

WOMEN'S  WALKING  SKIRTS.  madeol  broadcloth,  voile,  panama. 
i        mohair,  homespun  and   mannish  materials.  In  a  large   variety  of 

Walking  Skirts 

SUMMEK   AND    RUNABOUT  TUB  SKIRTS,   m    pique,  pop1,,, 
and  linen,  lull  line  ol  desirab  e  Skirts  lor  present  wear.     The  d,s 
play  lor  Tuesday  mon.ing  wil   surprise  you.  and  Hie  prices  a:uc  ,ed 
insure  quick  decision.    Come  cany.    Prices  range 

uj,  t.M.«.M>upio«.;* 

Inspect  these  garments  and  compare   »llh   those   you   hare   seen 
(  :        elsewhere     Our  prices  now     .  .     «.»»,  4.40,  4,00  and  up  t  ,  f  S.OO 

V                                                                                                                                 J 

Summer 
Millinery 

Novel  and  beautiful  designs 
in    Trimmed  Hats,   suitable  for 
all  dress  occasions. 

TRIMMED  HATS,  sman  effects  in 
White  and  Black  Chip.  Neapo  nan 
and    Milan,    a'so  new    models   in 
•    Leghorns.    Prices  ajO.  10  SU.  1  2JO. 
I5.UO  and  upward. 

Trimmed  Hat  Specials 

WHITE     -AND    BLACK     CHIP 
HATS,  in  all  the  new  an,l  popu'ar 
shapes,     correctly    inmmed    wnh 
imported  roses,  lilacs  and  foliage. 

/^                                                                                                   ^ 

Women's  Bathing  Costumes 

Something   New—  Princess  Model 

We  have  originated  a  new  model  in  Bathing  Suits, 
made  of  the  best  quality  taffeta,  oprn  front  or  back, 
excellent  fit,  stylish  garment.    This  costume  cannot 
b;  obtained  elsewhere,  and  we  will  offer  i«  o  models  in 
taffeta,  each  ....    ,  12.5O  and   13.SO 

Princess  Mock  1,  made  ol  Sicilian  cloth,  our  own  ex- 
clusive design,  each   .      7.75 

f^ 

French 
Underwear 

We  have  too  -_«y  or>veltie«in 
our  stock  ol  ...^It-grade  French 
Underwear  and  another  reduc- 
tion in  prices  will  surely  clear 
the  assortment  quickly.    These 
prices  are  for  Tuesday  and  un- 
til all  are  sold. 

French  Gown 
4.00  Gowns  marked  to.  8  OO 
S.OO  GOWPS  rr  arked  to.  Jt«8 
6.00  Gowns  marked  to.  8.»« 
O.U)  Gowns  marked  to  B.OO 
,      10.00  and  12.60  Gowns  marked 

ISuUO  arid  I7.M  Gown's  marked 
to.  ^IO.9» 

Also  a  Full  and  Complete 
Women,  Misses 
2.85,   8.98.  3.98. 

and    up 

Line  of  Batfaing  Suits  for 
and  Children,  at 
4.5O.    5.00.    6.75 
o    1S.50 

choice  ribbons,  reju'ar  values  8.50 
and  10.00  each.    Our  special  price 
for  choice  B.OO 

IMPORTED    TUSCAN     BODY 
HATS,  eflective'y  tnmmed  with 
ailk.  ribbons,   flowers,  quills,  etc-, 
regular  value  6.00  each.    Our  spe- 
cial pnce  for  choice..    S.Bft 
Trimmed  Hals  foe  Mints  ao4  Children 
Beautilul   eSecw  in   WHITE  LIN- 
GERIE HATS.     Each 
4.50,  B.OO,  6.  SO  and  S.BO 

CHILDREN'S  TRIMMED  HATS, 
in  white  straws.     Each 
2.0ft.  3.0S  and  4.9B 

WHITE    DUCK  AND   BATAVIA 
IIA  Ib.  in  all  the  newest  designs. 
Kac  20cto4.AO 

/                                                                                                > 

Special  Sale  of  Silk  Petticoats 

A  decisive  mark-down  enables  us  to  offer  some   extraordinary 
values  in  Silk  Petticoats  for  Tuesday.     The   Ms  are   small,   but 
values  are  excellent    All  ihe  leading  colors  will   be  found  in  the 
assortment.     Do  not    mrss     this   opportunity.     On   sa'e    Tuesday, 
and  until  all  are  disposed  of. 
One  lot  of  6.0)  PETTICOATS  marked  to  3.0B  each. 
One  lot  of  7  JO  PETTICOATS  marked  to  B.OO  each. 
One  lot  of  mOO  and  12.50  PETTICOATS  marked  to  «01  each. 
One  lot  ol  18.00  and  JO.CO  PETTICOATS  marked  to  JIP.OO  each. 
One  lot  ol  2150.  26.00  and  27.60  PETTICOATS  now   1A.OU  each 
.                                                                                                                     i 

1.60  Chemises  rrarked  to  e»c 
2.00  Chemises  marked  to  l.aWV 
3.50  Chemises  marked  la  l.sVI 
4.00  Chemises  marked  to  8.«'t 
6.00  Chemises  marked  to  S.».1 
&00  Chemises  marked  (o.  4.WI 
•.00  and  10.00  Chemises  marked 

to  -  n.»l» 

KM  Chemises  marked  to.  8.99 
French  Drama 
2.80  Drawers  marked  to.  1  .Sit 
S.50  Drawers  marked  to.  1.MI 
4.60  Drawers  marked  to  ....  2.O5 
7.60  Drawers  marked  to.  ..4.OO 
10.00  and  12^0  Drawers  marked 

218  HOW  TO  ADVERTISE  A  RETAIL  STORE 

BOYS'  CLOTHING  SALE 

An  all-round  sale  of  boys  and  youths'  clothing.  A  really  extraordinary  money-saving 
buying  time  long  before  the  season  is  over — in  order  to  do  us  good  and  to  allow  our  cus- 
tomers the  benefit  of  present-season  wear  at  after-season  prices.  The  importance  of 
this  event  is  best  told  by  the  price  lots — arranged  on  special  tables — but  to  which  we  add 
the  choice  of  all  other  lines  in  this  section  at  special  prices — so  whether  you  buy  from  any 
of  the  advertised  lots  or  not  you  are  bound  to  save  money — come  to-morrow. — L.  S.  Plaid 
&  Co.,  Newark,  N.  J. 

DRESS  GOODS  SALE 

Most  wonderful  values  in  our  dress  goods— bargains  greater  than  those  offered  in  any 
'  previous  sales.  But  it's  the  turn  of  the  colored  dress  goods  for  a  big  rushing  clearance — 
such  a  sale,  such  values,  such  money  saved  to  the  fortunate  buyers  as  you'll  not  hear 
of  again  for  many  a  day.  Every  shrewd  shopper  in  the  city  will  come  for  a  share  of  the 
savings.  Impossible  to  sacrifice  more  than  twenty  pieces  of  good  merchandise  like  this — 
so  the  table  full  you'll  find  in  our  main  aisle  with  the  big  seventy-five-cenl  sign  on  it  will 
contain  all  the  bargains.  Risk  no  delay — be  one  of  the  earliest  at  the  sale  if  you  can. — 
W '.  R.  Lawfer  &  Co.,  Allentown,  Pa. 

EXECUTORS'  SALE 

We  cannot  tell  exactly  when  it  will  end.  This  executors'  sale  is  a  marvel  even  to  the 
keenest  buyer.  The  goodness  of  the  goods,  the  smallness  in  prices,  the  rapidity  with 
which  each  bargain  is  picked  up,  is  a  fair  criterion  that  what  we  offer  is  away  below  usual 
selling  prices.  We  are  ferreting  out  all  odd  lots,  and  for  Saturday's  selling  we  have  some 
rousers. —  The  Imperial,  Winnipeg,  Can. 

FOOTWEAR  SALES 

Here's  the  story.  We've  taken  from  regular  stock  all  the  three,  four  and  six  pair  lots. 
When  thrown  together  this  makes  a  big  lot  of  bargains.  Shoes  for  men,  women,  children 
and  boys,  small  lots  to  clear  out.  Nearly  500  pairs  all  together.  They'll  be  piled  out 
on  the  tables,  all  mixed  up — each  pair  tied  together.  Only  four  prices — 98c.,  $1.25, 
$1.50  and  $1.98.  The  size  and  price  will  be  marked  on  each  pair  of  shoes.  Shoes  of 
patent  coltskin,  vclour  calf,  vici  kid,  box  calf,  satin  calf  and  dongola.  Lace,  button  and 
congress — light  and  heavy  soles — capped  and  plain  toes.  Almost  any  kind  of  a  shoe  you 
may  wish — probably  your  size.  Remember,  not  all  sizes  of  all  different  kinds.  Shoes 
for  every  one — the  greatest  sale  we've  held  in  many  a  day — come  dig  out  a  pair  for  yourself, 
your  wife,  your  husband  or  your  children.  You'll  save  money;  it  doesn't  matter  what 
pair  you  buy. — Jones  Dry  Goods  Co.,  Topeka,  Kansas. 

A  special  under-price  sale  for  a  limited  time  only,  of  high-grade  dependable  footwear 
for  women,  children  and  men — footwear  that  is  dependable  in  every  way,  stylish,  com- 
fortable and  perfect-fitting,  made  by  skilled  workmen  from  well-selected  stock.  Among 
them  are  many  of  our  own  well-known  makes.  In  this  special  cut-price  sale  we  have 
marked  all  winter  stocks  so  extremely  low,  so  as  to  insure  a  quick  and  positive  clear-up 
of  this  season's  stocks.  See  window  display. — H.  Leh  &  Co.,  Allentown,  Pa. 

FIVE  CENT  SALE 

To-morrow's  big  Five  Cent  Sale  is  to  be  the  dandiest  of  all  the  Single  Price  events. 
For  5c.  you  have  the  privilege  of  choosing  from  forty  articles.  This  great  "Nickel  Affair" 
is  to  be  the  last  we  are  to  give  during  March — it  is  to  be  better  than  any  of  the  former 
single-price  sales  we  have  held,  so  maybe  it  is  your  duty  to  be  here  and  see  as  much  of 
the  merchandise  as  you  possibly  can.  Everything  included  in  this  "Half  Dime"  sale 
will  be  displayed  in  its  respective  department;  yards  of  goods  will  be  found  at  the  wash 
and  dress  goods  counter,  ribbons  and  small  wares  can  be  seen  at  the  notion  and  trimming 
section,  and  so  on. — Philadelphia  Bargain  Store,  Trenton,  N.  J. 


CLEARANCE  SALES  219 

FUR  SALE 

Conic  to  the  big  fur  sale.  Wt>  must  dispose  of  all  our  stock  now.  We  would  rather 
give  you  the  advantage  of  our  cut  prices  than  to  take  them  away  with  us.  This  is  the 
greatest  opportunity  you  have  ever  had  to  get  furs  below  cost.  Open  evenings  to  accom- 
modate you. — Xcir  York  Furrier  Co.,  Trenton,  N.  J. 

FURNITURE  SALES 

To-day  we  announce  the  sale  that  Trenton  folk  have  been  waiting  for — Kaufman's 
greatest  of  all  February  furniture  sales — a  sale  that  includes  only  furniture  that  is  char- 
acterized l>v  reliability  in  every  detail.  It  is  furniture  that  combines  the  ornamental  with 
the  useful,  the  beautiful  with  the  durable;  every  piece  made  of  seasoned  wood,  strongly, 
substantially  put  together;  fashioned  in  the  most  artistic  designs.  Those  who  are  ac- 
quainted with  the  unusually  low  prices  that  has  made  our  department  of  dependable 
furniture  so  very  popular  will  appreciate  the  extraordinary  opportunity  this  reduction 
sale  offers.  Of  course,  you  understand  that  gold  trading  stamps  alone  give  you  the 
advantage  of  a  three  per  cent,  discount.  Then,  too,  there  are  these  two  very  important 
facts  that  make  this  year's  sale  the  greatest  furniture  event  that  we  have  ever  announced : 
First — Prices  on  all  furniture  all  over  the  country  were  advanced  ten  per  cent.  January  1st. 
We  heard  of  this  advance  in  prices  early  enough  to  place  our  orders  before  the  change 
took  effect.  Thus  we  bought  at  the  old  price  and  can  therefore  afford  to  reduce  our 
prices  for  this  sale  from  the  old  prices.  Second — Our  furniture  department  has  expanded 
great lv  during  the  past  year  and  you  will  find  us  well  supplied  with  much  larger  and  even 
finer  assortments  than  we  have  heretofore  carried.  Just  glance  over  this  list,  note  the 
remarkable  price  clippings  and  then  come  and  let  us  furnish  your  room  or  home  at  savings 
of  anywhere  from  a  third  to  a  half  the  price  usually  asked. — Kaufman's,  Trenton,,  N.  J. 

The  greatest  of  all  March  furniture  sales.  Cleaning  the  balance  of  our  great  purchase 
of  sample  furniture  at  twenty  per  cent,  to  forty  per  cent.  less.  Everything  is  new,  bright 
and  attractive,  high-grade,  serviceable  qualities  in  artistic  designs  and  beautiful  finish. 
It  will  be  well  worth  your  while  to  see  this  magnificent  stock  and  make  a  comparison  of  the 
prices  we  quote  with  those  asked  elsewhere  for  the  same  grade.  You'll  find  there's  a 
decided  money-saving  on  every  piece  offered. — Gimbel  Bros.,  Milwaukee.  Wis. 

GOING-AWAY  SALE 

A  noteworthy  "going -away"  sale!  Perfumery,  toilet  articles  and  rubber  goods.  If 
you  are  going  away  to  the  seashore,  mountains  or  country,  it  is  advisable  to  buy  such  toilet 
supplies  as  you'll  need,  before  you  start.  The  drug  store  at  your  summer  resort  may  not 
have  your  favorite  brand  of  this,  that  and  the  other,  and  besides  the  prices  are  a  great  deal 
higher  than  here.  As  we  have  cut  our  regular  low  prices  you  make  a  double  saving  by 
buying  at  this  sale,  which  starts  this  morning  and  continues  all  this  week. — Wise,  Smith 
&  Co.,  Hartford,  Conn. 

HOSIERY  SALE 

Now  for  a  six-day  hustling  hosiery  sale.  Wre  have  got  the  best  of  reasons  for  inaugu- 
rating a  sale  of  hosiery  just  now.  Got  too  much  hosiery — too  many  late  shipments  arrived 
simultaneously.  We  have  got  the  best  of  reasons  why  we  should  not  hold  a  sale  of  hosiery 
just  now.  Indications  are  for  a  still  further  advance  in  wool.  But  the  stock  man  is 
obdurate.  Says  stocks  must  come  down.  So  we'll  hold  a  sale.  And  it  will  be  an  event 
that  will  rival  the  brilliant  success  of  our  ribbon  sale.  Values  as  good,  if  not  better. 
Assortments  equally  as  comprehensive.  The  majority  of  this  hosiery,  owing  to  an  advance 
in  wool  subsequent  to  our  orders,  has  been  made  at  a  loss.  Think  then  of  the  splendid 
values  this  sale  offers  in  making  reductions  from  our  regular  prices  and  them  so  low. — 
T.  Eaton  Co.,  Winnipeg,  Can. 


220  HOW  TO  ADVERTISE  A  RETAIL  STORE 

"HOUSEHOLD  THINGS"  SALE 

March  sales:  Two  little  words  that  bring  you  just  a  hint  of  most  important  savings 
on  articles  especially  desired  for  the  home — so-called  "household  things. "  Every  re.sou  rrc 
of  the  store  organization  has  been  drawn  upon  most  energetically  to  make  the  values  more 
pronounced  than  in  any  sale  of  the  past.  How  well  we  have  done  our  work  is  now  for 
you  to  say.  The  various  sections  concerned  speak  for  themselves  in  no  uncertain  way, 
as  witness  the  items  below.  The  sale  begins  this  morning.— Carbon,  Pirie,  Scott  &  Co., 

Chicago,  III. 

JANUARY  CLEARANCE  SALE 

Just  a  word  if  you  please  about  the  January  Clearing  Sale.  This  is  the  one  time  right 
after  the  holidays  when  we  find  we  have  many  lines  and  odds  and  ends  in  fall  and  winter 
goods  we  would  prefer  to  turn  into  ready  cash  rather  than  carry  goods  over  to  another 
season.  Just  after  Christinas  we  also  found  it  necessary  to  visit  the  niaiket  and  stock  up  on 
a  few  things  absolutely  necessary  to  accommodate  our  trade.  We  found  wholesale  IK.IIM  s 
more  than  ready  and  willing  to  close  out  certain  things  at  marked  reductions  and  right 
here  is  where  we  saw  an  opportunity  to  pick  up  a  splendid  lot  of  loom  ends  which  we 
feel  certain  our  patrons  will  be  glad  to  take  advantage  of  at  the  very  low  prices  we  shall 
mark  on  them  during  the  January  Clearance  Sale.  Our  purpose  is  to  make  it  a  rouser. 
A  most  economical  buying  occasion  of  the  New  Year.  And  at  no  time  could  we  make 
such  exceptionally  low  prices  throughout  our  entire  stock,  and  as  such  harmoni/e  with 
the  loom  end  bargains  as  we  are  making  for  the  clearance  sale.  We  want  to  say  this,  we 
secured  a  better  lot  of  loom  ends  than  we  ever  had  before.  All  nice  goods  and  short 
lengths  that  can  be  used  to  advantage  and  we  feel  satisfied  it  will  be  to  your  interest  to 
attend  this  sale  and  take  advantage  of  the  special  bargains  and  offers  made.  The  economy 
chance  is  real  and  the  opportunity  to  humor  your  taste  for  buying  at  a  saving  is  now — 
during  the  January  Clearance  Sale. — W.  L.  Blankx.  Ilamlxinj,  Ark. 

• 
JANUARY  SALE  OF  LINGERIE 

All  join  hands  to  give  success  and  popularity  to  our  January  sale  of  lingerie.  Of  all 
such  events  this  stands  out  alone  in  the  limelight  of  the  public  approval.  It  comes  each 
year  in  January,  and  as  January  is  the  first  month  of  the  year,  so  ranks  this  occasion  on 
our  sale  list.  The  manufacturers  of  our  lingerie  are  recognized  the  world  round  as  fore- 
most in  their  craft.  One  distinguishing  feature — a  charming  one,  the  exclusiveness  and 
distinctive  beauty  of  the  lace  and  embroideries  they  use.  There  are  thousands  of  gar- 
ments in  this  vast  assemblage,  each  without  a  flaw,  amply  made  of  soft  muslins,  cut  as 
carefully  as  our  tailored  garments.  We  have  been  weeks  in  preparing  and  diligently 
examining  the  samples  submitted  to  us,  carefully  looking  over  each  garment  before  put- 
ting on  a  price  tag.  We  will  sell  more  during  this  event  than  ever  before,  simply  because 
we  never  found  it  possible  to  give  such  extraordinary  values.  And  what  is  more,  the 
saving  opportunities  we  will  offer  to  you  will  enthuse  you  into  buying  a  year's  supply. 
They  are  remarkable,  unprecedented,  marvelous,  astonishing. — Reid  &  Hughes  Dry 
Goods  Co.,  Waterbury,  Conn. 

LINGERIE  WAIST  SALE 

On  Monday  morning  we  will  offer  to  our  patrons  some  of  the  best  values  in  lingerie 
and  linen  waists  ever,  produced  in  this  department.  Every  garment  has  been  selected 
with  the  utmost  care,  and  the  display  covers  an  exceedingly  brilliant  array  of  dainty  crea- 
tions for  spring  and  summer  wear.  A  few  specials  are  herewith  quoted. — Shepard  Nor- 
well  Co.,  Boston,  Mass. 

Anything  more  dainty  than  this  lot  of  lingerie  waists  would  be  difficult  to  find.  When 
we  decided  to  place  them  on  sale  for  to-morrow  at  the  price  named,  the  head  of  this 
department  made  a  strong  protest  and  wanted  us  to  sell  them  in  the  regular  way  and  at 
a  price  in  comparison  with  their  worth,  but  we  stuck  to  our  first  decision  and  to-morrow 


CLEARANCE  SALES  221 

I  you  can  buy  these  exquisite  lingerie  waists  with  yoke  made  of  val  lace,  embroidered  and 
pin  lucked,  with  elbow  sleeves,  open  hack,  all  si/es. — Montgomery  Fair,  Montgomery,  Ala. 

LINEN  SALE 

Twice  a  year  it  has  heen  our  policy,  since  opening  this  store,  to  show  our  strong  buy- 
ing power  in  the  line  of  linens,  and  for  months  in  advance  we  watch  the  opportunity  to 
pick  up  everything  good  that  comes  along  to  sell  at  special  prices.  For  the  sale  that  starts 
to-morrow  and  continues  the  balance  of  the  week,  we  have  arranged  an  opportunity  for 
private  houses,  boarding  houses,  hotels,  restaurants,  etc.,  to  lay  in  a  supply  such  as  they've 
never  had  before.  Special  bargains  will  be  tin-  programme  every  day  this  week. — Hunger 
<v  /.<»//(/.  ('iniidi'H,  .V.  ./. 

MlU.IM.UY    S\l.l 

Beginning  to-morrow  morning,  we  shall  place  on  sale  in  our  millinery  department, 
second  floor,  one  of  the  greatest  import  orders  of  embroideries  the  store  has  ever  had. 
Only  a  few  patterns  of  each  >lylc.  so  they  will  be  exclusive — which  adds  distinction  to 
them.  ( )f  course  there  is  always  first  choice.  So  try  to  be  among  the  first,  for  these  great 
values  will  leave  the  store  in  a  very  short  time.  And  don't  forget  that  the  embroidery 
sale  in  its  entirety  will  be  held  on  the  second  Moor,  along  with  the  art  needlework  exhibit. 
/)//v.v,  Pomcroy  &  Sti'irurt,  Ilurritthury,  Pa. 

MUSLIN  UNDERWEAR  SALES 

( )nr  annual  May  sale  of  muslin  underwear  commences  to-morrow,  Tuesday,  morning. 
Thousands  of  dainty  white  undergarments  have  been  gathered  together  for  this  great 
sale.  With  the  superior  purchasing  advantages  which  we  possess  through  our  powerful 
buying  organi/.ation,  the  sale  prices  will  be  as  low  as  any  former  event  of  the  kind,  this 
notwithstanding  the  advance  in  the  cost  of  all  cotton  fabrics,  laces  and  embroideries. 
— Geo.  B.  Peck  Dry  Goods  Co.,  Kansas  City,  Mo. 

This  great  sale  of  undermuslins  begins  this  morning,  continuing  three  days.  The 
garments  are,  without  exception,  entirely  new  styles,  bought  especially  for  this  event. 
The  collection  is  undoubtedly  the  largest  the  store  has  ever  shown.  Elaborate  displays 
have  been  made,  occupying  a  large  part  of  the  second  floor.  Whether  you  intend  pur- 
chasing or  not,  a  visit  to  the  store  will  be  highly  profitable.  For  convenience  in  choosing, 
the  garments,  except  the  corset  covers,  have  been  divided  into  fifteen  main  groups. —  The 
Crwcnt,  Spokane,  Wash. 

The  splendid  values  we  are  offering  in  our  January  undermuslin  sale  are  greatly  appre- 
ciated by  women  of  forethought,  as  attested  by  the  lively  selling  that  is  keeping  us  busy. 
The  dainty  new  styles  we  are  showing,  the  superior  quality  of  the  materials,  the  care 
with  which  each  garment  is  made  and  the  very  low  prices  at  which  they  are  marked  makes 
this  sale  an  exceptionally  fine  opportunity  to  supply  both  present  and  future  needs. — 
Kcnffman's,  Trenton,  N.  J. 

NOTION  SALE 

To-morrow  we  start  a  notion  sale  not  alone  remarkable  for  the  unusually  low  prices,  but 
also  because  every  item  in  the  sale  is  of  the  very  highest  character.  Loeser  notion  sales 
are  famous.  This  February  event  is  the  best  of  them  all.  Shrewd  dressmakers  and 
home  sewers  will  greatly  appreciate  the  opportunities.  Clip  the  list  and  bring  it  with 
you. — Frederick  Loeser  &  Co.,  Brooklyn,  N.  Y. 

ODDS  AND  ENDS  SALE 

In  the  balcony  to-morrow  a  dozen  big  tables  will  be  piled  full  of  odds  and  ends,  broken 
lines,  incomplete  assortments,  etc.,  from  every  department.  Some  of  the  articles  included 
are  more  or  less  damaged  from  the  great  holiday  rush,  some  are  mussed  and  soiled  from 


222  HOW  TO  ADVERTISE  A  RETAIL  STORE 

display,  others  are  in  prime  condition.  We  have  marked  prices  on  these  goods  that  will 
sweep  them  out  in  a  jiffy  and  everybody  in  reach  of  this  store  should  share  in  UK-  great 
bargain  opportunities  offered  by  this  "Sweep-out  Sale."  Come  early  to-morrow  and  get 
first  pick. — McClure's,  Atlanta,  Ga. 

SHIRT  WAIST  SALES 

Early  summer  sale  of  women's  shirt  waists.  Six  thousand  spic-and-span  new  waists, 
specially  made  up  for  us,  are  spread  before  you  to-day  in  this  remarkable  offering, 
are  waists  for  immediate  wear,  and  the  varieties  that  you  will  want  all  summer.  Being 
made  up  to  our  order,  they  are  in  styles  which  we  selected,  and  which  we  consider  t In- 
most desirable  in  each  material.  The  price  reductions  are  quite  decisive,  and  they  UK 
all  the  more  emphatic  because  exactly  these  waists  have  been  selling,  and  will  be  selling, 
at  their  full  prices  for  probably  a  month  or  two.  There  is  very  wide  variety  to  select 
from. — John  Wanamaker,  New  York  City. 

We  will  inaugurate  to-morrow  one  of  those  famous  shirt  waist  sales  that  have  gained 
for  this  department  the  prestige  it  enjoys.  It  will  be  a  further  demonstration  of  our  unsur- 
passed buying  facilities.  The  waists  we  will  offer  are  the  entire  over-production  of  tin- 
largest  shirt  waist  manufacturer  in  New  York,  and  the  prices  we  quote  indicate  that  they 
must  have  been  bought  far  below  value. — Jackson-Hoyt  Co.,  Jacksonville,  J-'/a. 

SHIRT  SALES 

Another  great  summer  shirt  sale  ready  to-morrow — a  sale  that  at  the  least  duplicate  s 
the  extraordinary  values  of  last  week.  That  sale  not  only  stirred  wide  interest  among 
Brooklyn  people,  but  among  some  of  the  best  shirt  makers  also.  And  the  great  dis- 
tributing facilities  of  the  Loeser  store  brought  these  makers  to  us  with  propositions  to 
lighten  their  stocks.  The  pick  of  the  shirts  is  here — those  which  measure  up  to  the  Loe.M-r 
standard  of  style  and  fit  and  finish.  It  is  an  event  which  will  arouse  wide  enthusiasm. 
Frederick  Loeser  &  Co.,  Brooklyn,  N.  Y. 

A  sale  of  the  timeliest  importance  to  every  man  in  Washington  who  has  the  slighte.-t 
need  for  a  new  supply  of  shirts  now,  or  expects  to  have  a  need  later  on.  The  shirts  are 
"semi-soft"  bosom  coat  shirts  of  finest  quality  imported  madras,  also  plain.  Negligee 
shirts  of  best  imported  madras.  In  both  light  and  dark  colors,  showing  all  this  season's 
most  fashionable  designs,  in  neat  stripes,  figures  and  checks.  Detached  or  attached  cuH's. 
All  sizes  in  the  lot. — Goldenberg's,  Washington,  D,  C. 

WHITE  SALES 

To-day  we  commence  our  annual  January  white  goods  sale  with  absolutely  the  greatest 
bargains  ever  offered  the  Spokane  public.  Months  ago  we  started  to  plan  this  immense 
sale.  Estimates  were  made  on  the  quantity  it  would  be  possible  for  us  to  handle  and  the 
market  searched  for  the  best  values  and  the  best  qualities  obtainable.  Most  people  know 
that  cotton  goods  have  advanced  twenty  to  thirty  per  cent,  in  the  last  few  months,  and  it  is 
therefore  needless  to  speak  of  the  fact  that  forethought  has  been  foremost  in  the  obtaining 
of  such  values  as  we  offer  during  this  sale.  Some  of  these  goods  were  bought  over  a  year 
ago.  Orders  were  placed  with  old  world  manufacturers  to  be  made  expressly  for  this 
store  and  intended  exclusively  for  this  sale.  Close  connection  with  the  markets  and  a 
careful  study  of  the  conditions  thereof  have  given  us  an  experience  and  insight  so  that  we 
can  buy  most  advantagously.  We  want  you  to  read  our  list  of  prices.  We  advise  you 
to  anticipate  your  season's  needs  and  we  want  you  to  come  and  expect  the  greatest  barA 
gains  ever  given  in  anything  that  is  white,  whether  it  be  the  finest  or  the  least  expensive 
quality. — Whitehouse  D.  G.  Co.,  Spokane,  Wash. 


LEADERS  AND  BARGAINS  223 

Tin-  garments  in  this  white  sale  arc  by  long  odds  the  best,  piece  for  piece,  that  we  have 
ever  been  aide  to  ollVr  bet'ore.  and  prices  throughout  every  lot  mean  big  savings,  when 
quality  is  taken  into  account.  Comparison  will  show  that  these  goods  are  up  to  the  high 
standard,  and  prices  arc  positively  unmatched  for  same  quality.  These  few  items  must 
stand  to-day  as  representative  of  a  thousand  others. — //.  Leh  &  Co.,  Allentoum,  Pa. 

WASH  GOODS  SALE 

A  tremendou^  undertaking.  Beginning  Monday  morning  at  eight  o'clock,  one  of  the 
greatest  wash  goods  sales  ever  held  in  Canada  will  be  inaugurated  at  Scroggie's.  The 
wash  goods  chief  has  for  weeks  past  been  searching  both  home  and  foreign  markets  in 
order  to  make  this  grand  wash  goods  sale  without  parallel,  and  now  offers  an  amalgama- 
tion of  tin-  choicest,  newest  and  prettiest  weaves  and  designs  in  wash  fabrics  manufactured 
for  this  summer's  trade.  Thousands  upon  thousands  of  yards  in  high  class  summer  wash 
fabrics  will  be  disposed  of  utterly  without  regard  to  cost.  To  adequately  describe  the 
magnificent  variety  of  this  immense  purchase  borders  on  the  impossible,  suffice  it  to  say 
that  for  volume,  variety  and  value  it  is  absolutely  the  grandest  snowing  of  summer  wash 
fabrics  ever  attempted  in  Montreal.  Above  all  other  advantages,  price  plays  a  leading 
role — lOc.  per  yard  will  buy  any  line  in  this  list,  some  worth  up  to  30c.  and  even  35c.  per 
yard. — Scroijyif'.t,  Montreal,  ()nc. 


CHAPTER  XXXVII 

LEADERS  AND  BARGAINS 

THESE  are  the  days  of  leaders  and  bargains.  Almost  every  merchant  in  all  lines 
of  trade  has  used  this  method  of  advertising  to  a  greater  or  lesser  extent.  The 
positive  value  of  these  business  getters  is  so  well  recognized  by  the  majority  of 
merchants  that  it  seems  hardly  necessary  to  even  mention  their  power  as  business  pro- 
moters. 

liutlcr  Brother*'  Drummer,  a  house  organ  of  considerable  importance  has  the  fol- 
lowing to  say  on  this  subject: 

Every  now  and  then  you  hear  of  a  merchant  who  makes  the  boast  in  his  advertise- 
ments or  mentions  in  his  conversation  that  he  does  not  hold  special  sales,  nor  sell  leaders. 
When  you  meet  such  a  merchant  it  will  not  be  necessary  for  you  to  see  his  store  to  tell 
what  kind  of  business  he  is  doing. 

It's  a  surety  that  he  has  a  slow  going  store,  turning  his  stock  only  twice  a  year,  and  sell- 
ing only  what  his  customers  come  on  purpose  to  buy. 

If  his  goods  and  prices  are  satisfactory,  it  is  possible  that  he  has  a  class  of  patrons  who 
come  to  his  store  whenever  it  occurs  to  them  that  they  need  something. 

By  not  selling  leaders,  nor  holding  special  sales,  this  merchant  is  reducing  his  business 
a  third  to  a  half  from  what  it  ought  to  be. 

Women  do  the  great  bulk  of  buying  nowadays,  and  no  morsel  is  so  sweet  to  a  woman 
as  a  bargain. 

She  delights  in  showing  her  purchase  to  a  neighbor  and  telling  that  the  regular  price 
was  so  and  so,  and  that  she  only  had  to  pay  so  and  so. 

A  lot  of  new  goods  put  into  a  window  with  a  card  reading,  "Latest  Arrivals,"  will 
attract  considerable  attention,  but  the  same  window  with  a  card  reading,  "Choice  to-day 
19  cents,"  will  sell  goods,  and  sell  them  immediately. 

A  store  that  makes  a  specialty  of  bargain  giving  practically  catches  business  in  two 
ways.  A  woman  passing  along  sees  the  goods  in  the  window  and  the  price  card  announc- 
ing the  special  price. 


224 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


GREATER  MARIONS  GREATEST  DEPARTMENT  STORE 


THIS  WEEK! 

Special    clean-up   of   a   big   lot    of 
women's     fine     tailored     coats 

NO  lengthy  prelude—  jui-l  plain  lads— and  here's 
the  story  io  a  nutshell.  Thvse  coats  are  of 
kerseys  in  plain  colors  ami  f*ncy  novelti'  — 
beautifully  made  in  up-to-date  style*,  in  the 
new  long  effect— with  and  without  collars. 
Their  intrinsic  values  arc  tlOOO,  I12.60  and 
•15.00,  but  lor  this  one  day '»  Belling  they're 
yours  it  choice,  only 

$6.89 


; 


She  goes  into  the  store,  makes  a  pur 
chase,  and  pats  herself  on  the  back  all  tb 
way  home  for  having  secured  such  a  prize. 
No  sooner  does  she  get  home  than  she 
goes  right  down  to  Mrs.  Smith's  house  and 
tells  her  all  about  it. 

The  consequence  is  that  the  very  next 
day  Mrs.  Smith  will  be  in  that  store 
spending  her  money. 

Nowadays  the  women  read  the  adver- 
tisements in  the  magazines  and  newspapers 
before  they  do  the  literary  pages  and  tin- 
news. 

That  is,  the  majority  do. 
And  every  one  of  them  is  looking  for 
that  which  is  eternally  uppermost    in   tin- 
advertisement  reader's  mind — BARGAINS. 
In  fact,  the  leading  dailies  of  New  York,  Chicago  and  St.  Louis  sell  their  advertising 
space  to  the  big  department  stores  upon  the  theory  that  women  in  search  of  bargains 
always  buy  the  paper  expressly  to  read  the  advertisements.     While  this  theory  is  not  a 
proven  fact  the  department  stores  have  held  to  it  for  years,  and  on  Sunday  you'll  find 
practically  all  of  them  represented  in  its  pages. 

It  was  only  a  few  years  back  when  the  leading  department  store  of  Chicago  had  no 
show  window  displays  and  no  bargain  department.  And  so  wrapped  up  were  its  pro- 
prietors in  their  own  idea  of  dignity  that  they  looked  upon  other  stores  with  window  dis- 
plays and  bargain  counters  with  a  pitying  sneer. 

But  other  stores  have  loomed  up  in  Chicago  since  then — the  big  ones — and  their 
methods  have  brought  this  store  to  "its  oats." 

This  store  to-day  has  more  show  windows  than  any  other  department  store  in  Chicago, 
and  the  largest  bargain  basements  or  bargain  department  in  the  world. 

To-day  this  store  welcomes  to  its  doors  the  millionaire  and  the  laboring  man,  and  it 
has  learned  by  practical  experience  and  experiment  that  no  store  can  afford  to  refuse  to 
cater  to  the  masses;  that  the  masses  spend  more  money  for  merchandise  than  do  tin- 
classes. 

To-day  this  store  spends  several 
thousands  of  dollars  each  week  adver- 
tising nothing  but  bargains.  If  the 
reader  of  this  is  a  merchant  who  has 
never  given  a  bargain  department  any 
serious  attention,  let  him  take  a  lesson 
from  the  experience  and  example  of 
the  greatest  money-making  stores  in 
America  to-day. 

Let  him  build  within  the  people's 
minds  the  name  of  his  store  and  "bar- 
gains"  so  closely  allied  that  the  men- 
tion of  one  will  suggest  the  other,  and 
then  he  can  feel  himself  grow  every 
minute  of  every  day  of  every  year. 

"BARGAINS"  is  the  beacon  light 
that  will  turn  the  eyes  of  the  people 
ever  toward  your  doors. 

A  large  clothing  firm,  selling  exclu- 
sively clothing  of  their  own  make, 
used  a  special  quality  of  hosiery  as  a 


TH*e£  nieces 

Friday  and  Saturday  Special 

C.  A  heavy  pressed  plate  tin,  fully  nickeled,  pud- 
ding dish,  with  cover  and  removable  inside  pan 

— thrte  pieiej  in  alt.    Food*  cooked  in  Ihu  di«h  may  be  served  willioeil  removing  from  11* 
pan.     Worth  many  limn  <l>e  adred  price     Sold  in  oar  ejreai  Uncle >  Ranje  department. 
MO  TELEPHONE.  MAIL  OR  CHILDREN'S  ORDERS. 


I'r 


and  fin 


LEADERS  AND   BARGAINS 


225 


leader  for  the  purpose  of  bringing  people  to  their  store.  They  sold  these  hose  at  no  profit 
whatever,  hundreds  of  do/ens  of  them  every  year,  for  the  purpose  of  getting  the  working 
man  into  their  store.  It  proved  so  successful  that  later  the  firm  decided  to  put  in  a 
furnishing  department  as  a  means  of  further  advertising  their  goods. 

The  stock  was  a  first-class  one  and  embraced  all  classes  of  wares,  from  those  used  by 
the  masses  to  the  finest  goods  worn  by  the  classes.  These  goods  were  advertised  only 
by  close  prices.  No  ctl'ort  was  made  to  push  the  department  except  in  the  matter  of 
prices.  All  twenh  -five  cent  articles  were  sold  at  twenty-three  cents,  all  fifty-cent  goods 
went  at  forty -fi\e  cents,  and  so  on.  These  reductions  appear  so  small  that  they  are 
hardly  worth  mentioning  but  they  proved  so  attractive  that  the  firm  now  does  the  largest 
trade  in  men's  furnishings  in  the  place.  Leaders  and  bargains  certainly  are  responsible 
for  their  success,  coupled  with  the  fact  that  their  goods  were  always  the  best  obtainable 
for  the  price. 

In  the  advertisement  of  the  Hub  Clothing  Co.,  Seattle.  Wash.,  the  leader  principle  is 
used.  The  neckwear  sold  on  this  day  probably  did  not  bring  a  cent  direct  profit,  it  may 
have  even  netted  a  loss.  How  many  new  customers  were  brought  to  the  store?  How 


SPECIAL 

TOIOMON    FROI 
91.  B.UitilSP.  •. 
Wi  Will  Sill  Our  EMin  Sl.ck  if 

75c  Neckwear 

III  Sfjlii  »4  Skipi,  En*«N  MM 

33c 

li=^  HUB  CLOTHING  CO.  E=ll 

Doyal  Axminslcr  Dug 

!ro  Of  «h»  t»ton.  »nd  me  wtidoa 

J»5$SiJSV£"ii*£  5.V.. : "'.'' 

y   •rhrac   of  rfvcoraUon. .    A   rlr«   opp-r 

36  Inch*  Wide  by  S  Fwt  Long 

•  II    for   •    r»»   *(*u    .'mnnt.t    ifforJ    to   mlm    tli!«    r.«r    *    |         |» 

^°i!;;  Jt'^iuu^i' ""'"•*•"-'  *  I  •  9  5 


A.  B.  Smith  Company 

130-132    ELUS   STREET  I 


many  bought  other  articles  on  which  the  regular  profit  was  made?  What  kind  of  an 
impression  did  this  announcement  leave  in  the  minds  of  the  store's  customers?  Answer 
these  questions  and  you  will  see  the  value  of  such  advertising. 

M.  Freidman  &  Co.,  San  Francisco,  Cal.,  used  as  a  leader  a  set  of  Gem  Pudding 
dishes  which  were  sold  at  considerably  less  than  the  regular  price  for  the  purpose  of  crowd- 
ing their  stove  department.  Their  stoves  were  there  on  display  for  every  one  to  see, 
examine  and  admire.  They  took  care  too,  that  only  adults  should  be  present  by  stating 
clearly  that  no  children's  orders  would  be  filled. 

This  clever  scheme  was  used  merely  as  a  means  of  getting  at  people  who  might  have 
use  for  stoves.  Salesmen  were  there  to  show  the  stoves,  explain  their  workings  and  the 
easy  payment  plan  offered  by  the  firm.  It  was  also  used  for  the  purpose  of  obtaining  a 
list  of  names  that  could  be  used  by  the  advertising  man  in  circularizing.  There  can  be 
little  doubt  that  many  sales  of  stoves  during  that  season  could  be  traced  direct  to  this 
advertisement  which  did  not  advertise  stoves  at  all. 

Any  losses  sustained  on  the  sale  of  these  leaders  is  charged  up  to  advertising  account, 
as  they  are  considered  as  a  part  of  the  advertising  campaign  of  a  store.  It  costs  con- 
siderable to  use  quarter,  half  and  full  pages  all  the  time  in  the  large  metropolitan  dailies 


226 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


and  by  means  of  a  small  advertisement  and 
a  good  leader  a  store  can  be  crowded  at 
less  expense  than  by  the  use  of  a  full- 
page  announcement. 

We  offer  the  advertisement  of  A.  C. 
Barley  &  Co.,  "  The  Big  Store  "  of  Marion, 
Ind.,  as  a  good  example  of  a  bargain  sale. 
The  general  points  of  the  advertisement  are 
good.  The  offering  is  plainly  stated.  Tin- 
whole  object  of  such  an  advertisement  is 
not  to  sell  these  coats  advertised  at  $(i.89, 
although  that  is  lLe  ostensible  reason  for 
its  appearance.  It  is  well  known  that 
women  will  crowd  a  department  for  the 
purpose  of  snapping  up  such  bargains. 
But  it  is  also  a  fact  that  not  always  can 
tin •-(•  people  be  suited  or  fitted  from  the 
goods  which  make  up  tin-  special  offering. 
Many  of  these  disappointed  ones  seek  to 
allay  their  sorrows  in  other  coats  that  are 
prominently  shown  and  the  usual  sales  re- 
sult. A  bargain  offering  not  only  offers 
the  merchant  a  chance  to  do  business  on 
the  article  specially  advertised  but  on  other 
goods  that  are  not  advertised.  This  fact 
should  be  kept  constantly  in  view  when 

this  kind  of  advertising  is  contemplated. 

The  Standard  Furniture  Co.,  Seattle,  Wash.,  evidently  are  strong  believers  in  leaders 

as  they  have  a  new  one  every  Friday  which  they  call  a  "Friday  Special."     Sometimes  it  is 

a  small  article  such  as  the  umbrella  stand  offered  in  the  advertisement  reproduced.     On 

occasions  it  is  a  sideboard,  a  mattress,  an  iron  bed,  etc. 

A.  B.  Smith  Company  use  as  leader  a  cheap  rug  which  they  offer  at  $1.95.     This 

brings  people  to  the  store  who  purchase  other  and  much  more  expensive  rugs.     The  leader 

idea  is  a  good  one  for  merchants  to  look  closely  into. 


Standard  Furniture  Co.— L.  Schoenfeld  A  Sons 

tooo  i*  10. e  tint  »».««. 


CHAPTER  XXXVIII 

NOVEL  SALES  PLANS 

AS  advertising  increases  so  does  the  earnest  search  after  original  ideas  continue. 
At  first  newspaper  advertisements  with  an  occasional  circular  letter  or  simple 
folder  were  considered  sufficient  to  satisfy  the  ambition  of  most  advertisers. 
But  when  every  one  is  doing  the  same  thing  in  the  same  way  one  does  not  seem  to  have 
any  advantage  over  the  other.    This  state  of  affairs  does  not  suit  progressive  merchants. 
As  they  strive  to  make  their  stores  the  best  stores  so  do  they  strive  to  make  their  ad- 
vertising the  best  and  most  original. 

There  are  thousands  of  schemes  used  to-day  in  the  United  States  for  advertising  the 
thousands  of  retail  stores.  Perhaps  no  one  man  has  ever  gathered  these  different  ideas 
together  so  as  to  form  a  complete  list.  In  fact  it  would  be  almost  impossible  to  compile 
such  a  list  because  new  ones  are  being  brought  out  every  working  day  in  the  year. 


NOVEL  SALES  PLANS 


227 


The  ideas  outlined  in  this  chapter  are  produced  not  because  they  are  new  but  because 
they  are  original  and  novel.  They  are  given  for  the  purpose  of  furnishing  the  retailer 
with  ready-made  ideas  that  he  can  use  with  but  slight  changes  to  suit  his  own  business. 

Kuiit'mnim,  1'ittslmrg,  Pa.,  held  an  hour  sale  that  was  slightly  different  to  any  of  the 
following  in  >«>  much  that  the  articles  placed  on  sale  during  the  different  hours  were  all 
ditl'crcnt.  The  sale  ran  from  nine  in  the  morning  until  five  in  the  afternoon  and  in  reality 
included  eight  different  sales,  each  of  but  one  hour's  duration.  The  advertisement  repro- 
duced shows  how  effectively  the  announcement  was  made  in  the  newspapers.  The  clock 
t'acex  show  the  hours  at  which  each  sale  starts.  This  style  of  sale  is  not  new  but  it  will 
ever  be  novel  and  is  sure  to  draw  large  crowds  to  the  store  holding  one. 

Geo.  M.  Tidwell  &  Company,  Memphis,  Tenn.,  recently  held  a  "time"  sale,  during 
which  they  closed  out  their  winter  styles  of  shoes  for  men  previously  sold  at  $4,  $5  and  $6. 
The  "time"  sale  began  at  8  o'clock  in  the  morning,  at  which  time  these  shoes  were  sold  at 
*-.'!!>  a  pair.  At  half-past  eight,  they  were  advanced  five  cents,  and  so  on  for  each  half 
hour  until  1  :I>0  in  the  afternoon,  when  the  price  was  $2.65  per  pair.  This  sale  was  con- 
tinued the  next  day  on  the  same  plan  and  at  the  same  prices.  During  the  first  two  hours 


A  harvest  of  matchless  bargains  in  tomorrow's  hour   saJes 


THE  molests  of  sack  boor  toa>orrow  will  t»  (olden 
will  ..(old  Ik.  •<>«  ...aul  cbascr.  lor  «av,s( 


you   it  you  spend   them  at    The  Big  Store."  for  every  hour  from  9  o'clock  ia   the  morning  until  5  p.  m- 
.        You  are.  tomorrow  .  Hoar  Ssle.  are  evolved  from  our  great  Mill  and  Factory  S«le.        Immense  invoice. 

of  foods  save  ben  pourwf  rsto  our  recetvi.f  room!  all  week— so  thousand.  o<  dollar.'  worth  ol  new  merchandise  will  be  offered    eacb    hour   at   price,  which  will  in 
[baa   you  .ptud      COOM  prepared  to  May  all  day  and  .hare  to  this  matchless  harvest  of  bargaiss      la  our  new  re.taur.ot 


Tomorrow's  your  last  chance  to  buy 
Gusky's  or  Sampler's  clothing 

a.  the  rak  positively  ends  Friday  night. 


._iched  the  vaoisWng  point— a.  the  object  is  lo  dispose  of  every  gan 

pairs  of  trousers— so   no  man  should    hesitate  to   share   in   these  extraordinary  clothing  bargain 


.  find  I 


lor  another 'snit  or  two— or  several  more  pairs  of  trousers— so  no  man  should  hesitate  to  share  in  these  eitraordinary  clothing  Drains-even  though  he  buy.  for 
future  us*.  Just  note  these  prices— they're  unquestionably  the  lowest  that  have  ever  been  asked  for  worthful,  stylish  clothing.  Don  t  forget — tomorrow  s  positively 
your  last  chance  to  buy  Gusky's  or  Sampler's  clothing. 

Men's  suits  worth  up  to  $10  now  3.00 
Men's  suits  worth  up  to  $15  now  5.00 
Men's  suits  worth  up  to  $20  now  7.00 

Men's  suits  worth  up  to  $25  now  8.50   '£•£%,•• •»*"?•%  Z?J%?Jri>"'*'&St 
Men's  sufls  worth  up  to  $30  now  10.00  ^££—""~'SM   »SS£Sif»VB 
Our  entire  stock  of  men's  outing  suits  a.t  &  off  — 2i.'^Xtr JTJa : 


228  HOW  TO  ADVERTISE  A  RETAIL  STORE 

of  the  first  day  169  pairs  of  shoes  were  sold,  and  during  the  first  two  hours  of  Saturday 
morning  234  pairs  were  sold.  Although  there  was  a  good  sale  during  the  other  hours  of 
the  day,  of  course  the  best  part  of  the  selling  was  done  during  the  earlier  morning,  when 
the  prices  were  the  cheapest.  The  firm  used  a  half-page  advertisement  in  their  local 
paper,  which  showed  the  clock  faces  with  the  time  marked  each  half  hour  and  the  price 
at  which  shoes  would  be  sold  at  that  time. 

G.  H.  Plumer,  Newburyport,  Mass.,  used  a  similar  idea  in  their  suit  and  cloak  depart- 
ment, only  instead  of  raising  the  price  at  intervals  they  lowered  it.  Suits  and  cloaks  that 
sold  regularly  at  $10  were  priced  $10  from  8  to  9  o'clodt.  From  9  to  10  o'clock  they  wen- 
priced  $9.75  and  every  hour  thereafter  the  price  went  down  twenty-five  cents,  or  until 
some  one  was  tempted  to  buy.  There  were  over  100  suits  and  cloaks  in  the  lot  and  as 
they  were  all  on  display  in  the  store  the  changes  in  prices  were  eagerly  awaited  by  anxious 
customers.  As  soon  as  a  new  price  was  announced  the  selection  began  and  because  of 
so  much  competition  among  buyers  present  the  more  desirable  suits  and  cloaks  brought 
good  prices. 

Day  Bros.,  Winchester,  Ind.,  used  a  similar  plan  to  clear  out  their  millinery.  This  is 
the  wording  of  their  advertisement : 

"One  of  the  features  of  this  week's  Remnant  Sale  will  be  the  Boston  Store's  Millinery 
Closing.  A  Millinery  Closing  may  be  an  innovation — something  out  of  the  ordinary — 
but  with  the  Boston  Store  it  becomes  a  necessity  just  as  much  as  a  regular  spring  or  fall 
opening. 

WEDNESDAY   AND  THURSDAY  OF  THIS  WEEK 

"Between  the  hours  of  8  o'clock  Wednesday  morning  and  1  o'clock  Thursday  after- 
noon, our  entire  stock  of  hats  will  be  closed  out.  or  given  away  outright.  This  means 
just  as  it  reads,  that  we  are  giving  a  Millinery  Closing  for  the  purpose  of  selling  every 
hat  in  stock,  and  those  we  don't  sell  will  be 


GIVEN   AWAY— ABSOLUTELY   FREE 

"We  can  not,  and  will  not,  carry  millinery  stock  over  from  one  season  to  the  next, 
even  if  we  have  to  give  away  what  we  don't  sell.  This  store  will  carry  nothing  but  late, 
up-to-date  millinery,  fresh  from  the  factories,  patterned  and  designed  in  the  leading 
fashion  centers.  At  the  end  of  each  season  we  shall  make  it  a  rule  to  close  out  everything, 
and  begin  the  next  season  with  new,  fresh  goods. 


PROGRAMME  FOR  MILLINERY  CLOSING 

WEDNESDAY 

Every  hat  in  the  store  to  be  put  on  sale  and  offered  as  follows : 

From  8  to  9  A.M $1 . 50 

From  9  to  10  A.M 1 . 40 

From  10  to  11  A.M 1 .30 

From  11  to  12  M .  1  20 

From  12  to  1  P.M .  1.10 

From  1  to  2  P.M 1  00 

From  2  to  3  P.M .90 

From  3  to  4  P.M .80 

From  4  to  5  P.M .70 

From  5  to  6  P.M .60 


NOVEL  SALES  PLANS  229 

THURSDAY 

All  hat>  remaining  unsold  from  Wednesday  will  be  closed  out  as  follows: 

Knnii  U  lit  in  A..M 50 

[•'nun  10  Id  11  A.M 40 

1-Yitni   II   In  1*,'  M 30 

From  1^  to  1   I'.M 20 

From  1  In  -„'  i-.M 10 

At  ^  P.M.  mi  Thursday  slumld  there  remain  any  lints  unsold  they  will  be  given  away, 
aliMihltcly  free." 

The  Busy  Boston  Store,  Marion,  Ind.,  improved  on  these  plans  by  having  what  they 
failed  a  "See-Saw  Sale."  It  was  largely  advertised  and  was  most  successful.  The 
explanatory  introduction  of  a  large  circular  distributed  by  thousands  reads  as  follows: 

"This  is  the  second  sale  of  its  character  ever  given  in  Marion.  If  you  want  bigger, 
better  and  more  bargains  than  you  have  ever  had  offered  to  you  in  a  single  day  attend 
the  See-Saw  Sale  wlnYh  begins  at  S  A.M.,  Saturday .  Aug.  12th,  and  continues  until  6  o'clock 
in  the  evening.  During  the  first  hour  the  first  ten  items  (quoted  in  the  circular)  will  be 
placed  on  sale  at  a  very  small  fraction  of  their  regular  price.  At  9  o'clock  and  each  suc- 
eeeding  hour  the  price  will  be  slightly  increased.  The  seventeen  other  items  comprising 
the  list  will  lie  started  at  their  real  worth  (or  less)  and  will  drop  each  hour,  including 
the  last  hour  of  the  sale.  For  instance,  when  5  o'clock  comes,  ladies  $6.50  waists,  which 
were  started  in  the  morning  at  $6.00,  will  be  sold  at  $1.50.  Large  huck  towels,  which 
were  started  in  the  morning  at  10c.,  at  5  o'clock  will  be  offered  at  le.  Provided,  of  course, 
any  are  remaining  at  that  late  hour.  We  have  no  way  of  knowing  just  how  soon  these 
lnt>  \\  ill  be  elnsed  out.  Some  may  be  gone  by  9  o'clock  in  the  morning,  others  may  hang 
on  until  the  price  gets  so  low  that  it  fairly  forces  the  sale.  There  is  one  thing  certain: 
you  can't  lose,  no  matter  at  what  time  you  buy.  There  will  be  no  reserve  on  anything 
offered.  Make  sure  of  getting  the  cream  of  the  offerings  by  coming  early  and  staying 
late." 

The  arrangement  of  the  ascending  and  descending  prices  is  a  good  one.  Such  a  sale 
as  part  of  a  clearance  or  other  sale  should  be  a  good  feature.  The  crowds  would  come 
early  to  take  advantage  of  the  low  prices  on  those  priced  low  to  start  with  and  would 
hang  around  to  pick  up  the  bargains  that  were  getting  lower  in  price  each  hour. 

It  can  also  be  so  arranged  that  the  items  which  change  in  prices  are  all  in  different 
departments  and  thus  almost  force  the  bargain  hunters  to  visit  every  department  of  the 
store  before  leaving. 

The  "Star  Bargains"  offered  by  The  Peoples'  Store  Co.,Tacoma,  Wash.,  lend  them- 
selves easily  to  display.  In  the  present  arrangement  the  design  is  merely  symmetrical. 
It  could  have  been  worked  into  a  shield  or  some  other  fanciful  shape. 

The  store  should  present  a  "starry"  appearance  in  accord  with  the  newspaper  adver- 
tisements. At  least  some  of  the  "Star"  bargains  should  be  shown  in  the  window  and 
priced  with  star  tickets.  There  should  be  star  announcements  pasted  on  the  window  and 
star  window  cards  within  it.  The  departments  where  the  star  bargains  are  sold  should 
be  decorated  with  star  tickets  and  prices.  The  idea  could  be  elaborated  almost  indefi- 
nitely. 

In  Wieboldt's  advertisement  we  find  a  somewhat  similar  idea  worked  out.  "Bargain 
lights"  is  not  a  bad  phrase.  This  idea  could  be  carried  out  similarly  to  the  "star"  idea 
by  having  tickets  made  on  yellow  or  orange  colored  paper,  printed  and  cut  out  to  repre- 
sent electric  lights.  The  announcement  might  have  been  made  plainer  to  the  readers  of 
the  paper  if  the  attempt  to  depict  the  dynamo  had  been  left  out  altogether  and  a  plainer 
type  used  for  the  headline. 

"Package"  sales  are  by  no  means  new,  but  for  stores  of  a  certain  class  would  result 
in  much  publicity  and  ought  to  pay  a  good  profit. 


230 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


J.  L.  Sievert,  optician  and  jeweler  of  Fort  Wayne,  Ind.,  held  a  package  sale  a  few 
years  ago  just  before  the  Christmas  holiday  buying  began  and  so  advertised  his  store  that 
he  did  °&  very  large  business  in  holiday  goods  that  season. 

The  sale  was  held  on  a  Saturday  morning  when  the  town  was  thronged  by  out-of-town 
customers.     It  took  only  about  an  hour  to  dispose  of  the  2,000  packages,  which  fact  alone 
_.,  shows  how  popular  the  sale  was.     It 

^™*  was  planned  and  advertised  in  the 

following  manner : 

He  procured  2,000  boxes,  such 
as  are  used  by  jewelers  to  put  their 


\&  PEOPLES'  STOR  E-  co. 


[ WASHINGTON'S  GREATEST  STORE 


merchandise  in,  these  boxes  were  of  all  shapes  and  sizes,  and  each  one  was  securely  tied 
with  a  piece  of  colored  ribbon.  The  boxes  were  deposited  in  the  large  show  window  of  the 
store  and  left  there  on  exhibition  for  two  weeks  before  the  sale.  A  large  muslin  sign  was 
stretched  across  the  front  of  the  store  above  the  windows  announcing  the  sale.  Large  circu- 
lars were  printed  and  circulated  throughout  the  country.  The  daily  and  weekly  papers  con- 
tained half-page  announcements  concerning  this  wonderful  "package  sale"  and  by  the 
time  the  sale  was  to  take  place  the  people  of  Fort  Wayne  and  vicinity  were  pretty  thoroughly 
acquainted  with  the  fact  that  J.  L.  Sievert  was  about  to  have  a  sale.  You  could  not  buy 


NOVEL  SALES  PLANS  231 

a  box  before  tin-  s;il.-  opened  and  have  it  laid  away,  but  had  to  be  there  on  the  date  named 
ami  lake  your  choice  when  your  turn  came.  The  one  drawing  feature  was  that  all  of 
the-e  -j.i MM i  bn\e>  \\rrc  to  !>«•  M>ld  at  one  uniform  price  of  twenty-five  cents  for  your  choice. 
Kadi  box  contained  some  article  worth  twenty-five  cents  to  $15,  and  as  there  was  to  be 
no  drawing  of  any  kind  it  was  a  sight  to  see  the  immense  crowd  that  surrounded  that 
-tore  at  the  hour  the  sale  opened.  Each  one  taking  his  turn  to  pay  twenty-five  cents,  get 
a  box  and  >ee  how  lucky  he  had  been.  There  were  500  packages  containing  articles 
worth  $1  to  $!.">  in  value,  some  of  the  articles  were  too  large  to  go  in  the  boxes  and  'in  the 
bo\  was  a  card  ^\\  HILT  the  name  of  the  article  such  as  a  lamp,  clock,  fruit  dish,  silver  tea 
sets,  umbrellas,  etc. 

A-  it  may  be  of  interest  to  our  advertisers  to  know  just  what  articles  were  included 
in  this  sale  we  give  a  list  clipped  from  one  of  the  firm's  page  announcements. 

LIST  OF  ARTICLES 

now  on  exhibition  in  our  show  window,  each  and  every  article  to  be  had  Saturday, 
November  :><>tli,  for  only  twenty-five  cents  for  choice  of  package,  which  will  contain  the 
following  article- : 

1  Beautiful  Diamond  Ring $15.00 

1   Fonr-Pitvc  Silver  Tea  Set 10.00 

1  F.ight-day  ( long  Strike  Parlor  Clock 5 .00 

1  Pair  Fine  Solid  Gold  Kye  (i lasses  with  liest  quality  lens  to  suit 5.00 

v.'  F.leg.-mt  Silver  Cake  or  Fruit  Stands,  each 5.00 

-J  Fine  SiKer  Butter  Dishes,  will  not  tarnish,  each 3.50 

1  Ladies'  Cold  Headed  Silk  Umbrella 6.50 

2  Sets  Idlers  1847  Teasjioons,  per  set 1 .50 

5  Sterling  Silver  Smveiiir  Spoons,  each. 75c  to  $1 .00 

5  of  our  Ix-st  Niekle  Alarm  Clocks,  each 1 .25 

5  Solid  Cold  Opal  Rings,  each $2 . 00  to  $4 . 00 

10  Solid  Gold  I^adies'  Set  Rings,  each .$1 . 00  to  $3 . 00 

25  Silver  Berry  Spoons,  Gold  Bowls 75c  to  $1 .50 

<•>.->  Silver  Gravy  S|HK>ns,  Cold  Bowls 75c  to  $1 .50 

25  Silver  Cream  Spoons,  Silver  and  Gold  Bowls. 75c  to  $1 .25 

25  Pie  Knives 75c  to  $1 .50 

25  Silver  Salt  and  IVppcr  Boxes  in  beautiful  case $1 .00  to  $1 .75 

:;:,  Solid  Gold  Tooth  Picks,  each 50c  to  $1 .00 

:r,  I  .,-af  Jellies,  gold  lined,  each $1 .00  to  $1 .75 

.">:,  Silver  ( "ream  Holders,  gold  lined,  each 75c  to  $1 .75 

:!.-,  Silver  Snirar  Holders,  gold  lined,  each 75c  to  $1 .75 

:i->  Silver  Nut  Bowls,  gold  lined,  each .$1 .00  to  $2.00 

50  Beautiful  Silver  Court  House  Souvenir  Spoons,  bowls  gold  lined, 

each $1 .00  to  $1 .50 

50  Sets,  6  good  Quality  Silver  Teaspoons,  each 75c  to  $1 .25 

50  Silver  Bon  Bons,  Gold  Lined,  each 75c  to  $1 .50 

50  Silver  Baby  Cups,  gold  lined , 50c  to  $1 .00 

50  Sets  of  4  Rolled  Plate  Collar  Buttons,  set 35c  to      75c 

75  Solid  Gold  Baby  Rings,  any  size 75c  to  $1 .00 

75  Sterling  Silver  Handle  Tooth  Brushes,  each $1 .00  to  $1 .50 

75  Ladies7  and  Gents'  Gold  Stick  Pins,  each : 35c  to  $2.00 

75  Charms  and  Lockets  for  Ladies  or  Gents,  each 35c  to  $1 .50 

75  Silver  Sugar  Shells,  gold  lined 35c  to  $1 .00 

75  Silver  Butter  Knives &>c  to  $1 .00 

100  Gold,  also  Sterling  Silver  Hat  Pins,  each 25c  to  $1 .50 

100  Single  Stone,  also  set  of  3  Shirt  Studs,  each.        35c  to  Jl  .00 

100  Beautiful  Styles  Ladies'  Gold  Brooch  Pins,  each 50c  to  $ LUO 

100  Ladies'  or  Gents'  Gold  Cuff  Buttons,  each 35c  t( 

In  addition  there  will  be  Lock  Bracelets,  Opera  Glasses,  Elk  Heads  Cut  Glass  Tum- 
blers, Sterling  Silver  Thimbles,  gold  lined,  Sterling  Silver  Handle  Nail  Files,  Ebony- 
Handle  Tooth  Brushes,  Ladies'  Silver  and  Gold  Bonnet  Brushes,  Silver  Match  Boxes, 
Combs,  Trinket  Trays,  Sugar  Tongs,  Olive  Dishes,  Fruit  Knives,  etc. 


232  HOW  TO  ADVERTISE  A  RETAIL  STORE 

This  sale  was  not  conducted  for  the  purpose  of  getting  immediate  profit,  but  for  the 
purpose  of  advertising  the  store.  Such  a  sale  can,  however,  be  made  to  pay  direct  profits, 
and  as  the  more  expensive  articles  are  likely  to  be  of  the  undesirable  class — the  stickers 
and  left  overs — the  loss  if  any  would  be  no  more  than  under  ordinary  clearance  sale 
methods. 

The  "tag"  sale  a  few  years  ago  created  a  sensation  among  advertisers  and  is  to-day 
just  as  effective  when  thoroughly  carried  out.  We  give  here  an  account  of  a  red  tag  sale 
as  reported  in  a  trade  journal.  The  account  is  very  thorough  and  shows  clearly  the  possi- 
bilities of  such  a  sale.  Any  merchant  desiring  to  have  such  a  sale  can  adopt  the  scheme 
to  his  own  circumstances  and  locality. 

"Although  we  are  not  in  favor  of  sensational  advertising,  except  under  very  excep- 
tional circumstances,  we  give  the  following  description  of  a  "Red-Tag-Sale"  conducted, 
according  to  all  accounts,  with  immense  success  by  a  firm  of  clothiers  in  (ialesburg.  111., 
a  city  of  25,000  inhabitants.  In  fact  it  was  so  successful  that  the  firm  have  decided  to 
repeat  it  twice  a  year.  It  has  been  so  widely  imitated  that  the  story  of  its  workings  may 
be  of  interest  to  some  readers. 

"The  preliminary  work  was  carefully  and  quietly  done;  carefully,  so  that  when  the 
proper  time  came  the  advertising  could  be  "sprung  in  a  bunch;"  quietly,  so  competitors 
could  not  launch  rival  sales  ahead  of  the  'Reel-Tag.' 

"The  sale  was  to  start  on  Tuesday.  On  Sunday  the  advertising  men  of  the  local 
newspapers  were  called  in  and  arrangements  made  with  them  for  the  reservation  of  the 
entire  back  page  of  each  of  their  papers  for  five  days  that  week  and  four  days  of  the  week 
following. 

"Monday  morning  the  store  was  closed.  The  curtains  were  drawn  and  an  enormous 
sign  stretched  across  the  front  of  the  building  proclaimed  to  the  town  that  'We  are  closed 
to-day  preparing  for  our  great  Red-Tag-Sale,  which  will  begin  to-morrow  morning.' 
This  was  the  first  announcement  the  public  had  of  an  approaching  sale.  The  very  sud- 
denness of  the  thing,  and  the  startling  effect  of  closing  a  store  for  an  entire  day—  which 
does  not  happen  often  in  a  small  city — was  of  immense  value  from  an  advertising  stand- 
point. 

"That  evening  the  newspapers  published  full-page  ads  which  were  set  in  the  form 
of  a  large  tag.  The  story  of  the  sale  was  well  told  in  the  ads  and  some  startling  price 
comparisons  were  made.  The  newspapers  gave  the  sale  liberal  reading  notices  that  day, 
and  both  the  ads  and  reading  notices  announced  that  on  the  next  evening—  the  first  day 
of  the  sale — something  like  a  dozen  balloons  would  be  released  in  front  of  the  store.  A 
red  tag  bearing  a  number  would  be  fastened  to  each  balloon,  and  in  the  store  windows 
would  be  articles  tagged  with  corresponding  numbers.  The  finders  of  the  balloon  tags 
could  have  the  articles  in  the  windows. 

"In  the  meantime  a  lot  of  outdoor  advertising  matter  had  been  prepared,  consisting 
of  one-sheet  and  half-sheet  posters  bearing  a  red  tag,  and  a  lot  of  red  tags  about  14  by  22 
inches  in  size,  cut  from  cardboard.  Upon  each  poster  and  tag  was  a  brief  announcement 
of  the  sale. 

"The  night  before  opening  day  a  gang  of  bill  posters  and  distributors  were  put  to 
work,  and  when  the  town  awoke  next  morning  it  found  itself  "red-tagged"  to  a  finish. 
Red-tag  posters  blossomed  from  billboards  and  walls  and  fences;  every  trolley  pole  and 
electric  light  pole  bore  an  enormous  cardboard  red  tag. 

"The  effect  was  thoroughly  sensational,  and  it  is  not  surprising  that  by  nine  o'clock 
in  the  morning  of  the  first  day  of  the  sale  the  store  was  so  crowded  that  people  had  to 
wait  outside  for  chances  to  rush  in  and  buy  things.  All  day  the  crush  continued,  and  for 
nearly  two  weeks  after  this  the  store  was  filled  from  early  morning  until  late  afternoon. 

"  The  real  crowd  came  on  the  evening  of  the  first  day,  when  the  balloons  went  up.  A 
band  played,  lots  of  fireworks  and  red  fire  went  off,  and  the  yells  of  the  populace  accom- 
panied the  balloons  on  their  skyward  journey.  The  balloons  were  of  a  good  stout  paper 
variety,  of  fantastic  shapes  and  colors.  Throngs  of  men  and  boys,  on  bicycles,  in  buggies 
and  on  foot,  followed  the  airships  in  the  hope  of  winning  prizes.  Some  of  them  were  sue- 


NOVEL  SALES  PLANS  233 

cessful,  hut  most  of  the  balloons  fell  in  fields  and  were  found  next  morning  by  farmers 
who  proudly  hustled  to  town  to  cash  in  the  tickets.  As  each  ticket  represented  a  good 
suit  of  dot lies,  an  overcoat ,  or  some  other  article  of  value,  it  was  entirely  worth  while  to  find 
them  and  bring  them  back  to  the  store. 

"  During  I  lie  first  week  full-page  ads  were  run  in  local  newspapers.  Next  week  a  page 
was  used  four  days  and  then  the  space  was  cut  down  to  three  or  four  columns.  During 
the  remaining  week  of  the  sale  smaller  spaces  were  used.  Newspapers  in  neighboring 
towns  were  used  liberally,  with  the  result  of  starting  trade  to  the  store  that  previously  had 
never  come  to  (iaicshurg.  All  the  newspapers  were  "worked"  for  write-ups  and  all 
responded  liberally.  On  the  day  of  the  opening  the  local  dailies  each  gave  a  column  and 
a  half  news  story,  illustrated  with  pictures  of  the  members  of  the  firm.  The  next  day 
the  newspapers  told  of  the  balloon  ascensions  and  gave  the  names  of  those  who  found  the 
tickets  entitling  them  to  pri/es.  Mr.  Selff  was  a  good  press  agent,  and  the  stories  he  fur- 
nished the  newspapers  were  really  interesting  reading  matter,  so  that  the  editorial  con- 
science could  excuse  their  appearance  as  'pure  reading.' 

'"Phis  was  a  '  Red -Tag  Sale'  and  every  possible  use  was  made  of  the  red  tag.  The 
town  and  the  country  round  about  were  red-tagged  with  posters  and  cardboard  tags,  the 
.store  front  was  decorated  with  red  tag  banners,  and  every  article  in  the  store  bore  a  red 
tag  price  ticket  showing  in  plain  figures  the  regular  price  and  the  red  tag  sale  price. 

"I  have  told  of  the  externals  of  this  sale — the  advertising,  the  store  decoration,  and 
such  things  as  could  be  seen.  These  things  alone,  no  matter  how  well  they  were  done, 
could  not  themselves  have  made  the  sale  a  success.  Back  of  the  externals  was  a  bound- 
less energy  and  a  fine  enthusiasm  that,  working  with  good  advertising,  insured  the  most 
satisfactory  results." 

Brown's,  Fall  River.  Mass..  used  an  idea  some  time  ago  with  considerable  success. 
It  was  termed  a  Bungalow  Bargain  Sale.  The  full-page  advertisement  which  we  re- 
produce gives  a  full  explanation  of  the  idea,  which  could  be  used  by  smaller  stores  on 
a  smaller  and  less  elaborate  scale. 

It  can  easily  be  seen  from  a  perusal  of  this  advertisement  that  no  expense  is  spared 
by  the  larger  stores  for  the  purpose  of  exploiting  their  sale  ideas.  The  returns  of  profits, 
over  and  above  their  expenses,  must  be  considerable  or  these  stores  would  not  carry  out 
these  ideas  year  after  v?ar.  They  are  out  after  profits  as  much  so  as  the  smaller  dealers 
and  are  willing  to  spend  hundreds  of  dollars  for  a  return  of  thousands.  Nothing  is  too 
large  for  them  to  undertake  if  there  is  a  possibility  of  good  returns. 

B.  D.  Mockabee,  Cleveland,  Ohio,  held  what  he  called,  " Help-Yourself  Sales"  for 
the  purpose  of  making  dull  Saturday  evenings  lively.  Here  is  his  own  account  of  how 
they  were  conducted: 

"My  'Help-Yourself  Sales'  have  brought  more  direct  .results  from  advertising  than 
anything  I  have  ever  tried,  and  they  are  bound  to  win  if  not  sprung  upon  the  people  too 
often.  A  'Help  Yourself  for  one  day  only  is  one  that  will  draw.  As  I  have  never  had 
any  Saturday  night  trade,  I  usually  have  mine  on  that  night,  and  the  crowd  is  so  great 
the  people  wonder  what  is  the  matter  at  Mockabee's. 

"The  first  week  I  advertised  a  'Help  Yourself  Sale'  for  Saturday  night  from  six  to 
ten  o'clock,  and  for  four  hours  my  store  was  crowded  to  its  utmost  capacity  with  the  most 
good-natured  crowd  you  ever  saw.  Of  course  the  success  depends  largely  on  the  sort 
of  bargains  offered.  Saturday  night  is  a  good  time  for  it  if  your  store  is  usually  quiet  at 
that  time,  as  mine  always  is.  Stores  known  as  the  class  that  cater  to  fine  trade  are  afraid 
of  sales  because  they  think  they  'cheapen'  the  store,  and  they  keep  accumulating  odds 
and  ends  because  they  are  too  'tony'  to  have  a  sale.  In  that  case  they  can  try  a  Saturday 
night  sale,  as  their  regular  trade — their  fine  trade — do  not  shop  at  that  time.  This  will 
perhaps  cheapen  the  store  for  that  night,  but  it  will  in  no  way  interfere  with  their  regular 
trade.  Stores  that  are  always  busy  Saturday  night  might  run  these  sales  on  some  day 
they  call  their  dull  day.  Even  the  busy  Saturday  night  stores  can  add  largely  to  their 
day's  sales  if  they  have  a  space  at  the  rear  end  where  a  sale  of  this  sort  can  be  held,  as  it 
does  not  require  many  extra  people  to  wait  on  even  a  big  crowd. 


234  HOW  TO  ADVERTISE  A  RETAIL  STORE 

"The  advertisement  explains  the  plan— of  course  the  goods  and  prices  can  be  changed 
to  suit  individual  needs. 


There'll  Be  Another 

44 HELP    YOURSELF" 

Sale   of    Shoes 
at 

MOCKABEE'S 

Saturday    Night 
Between  6  and  10  O'clock 

If  you  are  a  woman  and  we  willing  to  wait  on  yourself  you 
can  secure  choice  of  400  pairs  of  Indies'  $2,  $2.50  and  &J  shoes 
at  $1  a  pair. 

The  right  shoe  of  every  pair  to  be  closed  out  will  be  placed 
on  tables — you  find  the  si/.e  you  want,  try  it  on,  if  it  fits' hand 
a  clerk  a  dollar  and  secure  the  mate.  As  sizes  an-  somewhat 
broken,  don't  attend  this  sale  unless  you  are  good-natured. 

No  goods  sold  at  the  above  price  before  6  o'clock.  Sale  i-mK 
at  10  o'clock. 

MOCKABEE'S 

14-16  Colonial  Arcade 


"In  preparing  for  this  sale  take  the  right  shoe  out  of  tlic  regular  stock  carton  and 
place  it  on  the  table.  All  2 Vs  in  one  section;  3's  in  another,  etc.  Only  one  price  on  the 
lot.  Customers  come  in  and  pick  them  over  and  try  them  on  without  any  clerk's  help. 
As  I  hurriedly  passed  through  the  crowd  one  woman  handed  me  four  right  shoes  and  $4, 
saying,  "I'll  take  these,  give  me  the  mates."  It  was  only  a  moment's  work  to  take  the 
left  shoes  out  of  the  stock  boxes — one  clerk  can  look  after  a  dozen  customers  at  a  time 
in  this  sort  of  sale  and  keep  them  all  good-natured,  if  the  stock  is  properly  arranged  so  he 
can  lay  his  hands  on  the  mat,es  quickly.  I  use  these  lines  at  times  in  advertising  these 
sales : 

"'Don't  attend  this  sale  unless  you  are  good-natured.' 
"This  sale  for  good-natured  women  only.'" 

This  "Help  Yourself"  idea  can  be  carried  out  in  any  business  where  bargain  tables 
can  be  used.  Another  good  way  to  draw  crowds  during  a  dull  part  of  the  day  or  week 
was  used  by  a  clothing  firm.  They  offered  to  sell  one  dozen  two  dollar  hats  for  one  dollar 
apiece  to  the  first  twelve  men  selecting  one  of  them  that  fitted.  These  were  regular 
stock,  freshly  opened  and  were  the  usual  run  of  sizes.  As  long  as  any  of  them  remained 
they  were  sold  at  half  price.  A  great  many  who  came  to  look  at  these  did  not  like  the 
style  or  came  too  late  to  get  their  size  and  purchased  from  stock  at  regular  prices.  The 
offerings  were  not  confined  to  hats,  but  was  extended  to  underwear,  shirts,  clothing,  over- 
coats, etc.  Only  one  dozen  of  each  was  offered  at  half  price  on  any  one  day.  In  this 
manner  they  obtained  considerable  publicity,  for  every  man  who  got,a  bargain  talked 
about  it  to  his  friends.  The  "Half-Price  Sale"  being  a  regular  feature  of  the  store  for 
that  season  helped  on  the  idea,  for  such  a  sale  held  only  once  in  six  months  would  hardly 
create  a  stir  worth  speaking  of. 


BROWN'S 

-Fall  ftiverj  Lrtding  Start." 

STORE  WILL  BE 
CLOSED  ON  MONDAY 
TILL  9A.M. 


BROWN'S 

"  Fall  River'i  Leading  Store." 

STORE  WILL  BE 
CLOSED  ON  MONDAY 
TILL  9.  A.  M 


^* "  '  "   ' '  T  Tfc 


Promptly  At  NINE  O'CLOCK  MONDAY  Our  Store  Doors  Open  To  The 
Greatest  Economic  Event  Ever  Known  To  Fall  River— 

Special 

Entertainments 
During  These  Sales 


Thousands  and  Thousands  of  people  will  remember  last  year's  Bungalow 
Sales  as  the  occasion  of  the  greatest  value-giving  ever  attempted  in  the  history 
of  thii  city,  lor  lull  three  weeks  the  sales  swept  everything  in  their  path,  at- 
taining gigantic  proportions  and  resulting  in  most  phenomenal  business  But 
even  the  records  of  last  yur  will  be  broken  by  these  Bungalow  Sale*  this 
year;  broken  by  reasons  of— larger  and  better  stocks,  greater  varieties,  superi- 
•  !  for  the  reason  that  the  crowds  of  people  are  bound  to  be  here  in  greater  numbers  than  ever 

pMOST    WONDERFUr  SA^G^miRIILmiTIES^ 

I       A..4IM   r~    lk« 

J(       »    «  I      *U»|il>ili«lwS«»i»l»    I  Hi  H«»««~l>~K.ltr..,fa*lW.U»T.Wre.rel.(,toCTJ»»a»i» 
£]       -j.V,,^.,      tW^Hi.,.1    i     »ii,iin    ^«'W..Mli«Mj  Ji.  .tr.»w^o^.rf«^.l  i.pon^c,.. II  ..>.». 

olkml  will 


I 


r 

FOR    FIRST    COMERS    MONDAY    MANY   SMALL    LOT    SPECIALS    NOT   ADVERTISED 


Bungalow  No.  17 

JMU44M  WtlMLN 


.4?  L46 


BARGAIN  BUNGALOW  No.  18 
a.**  M  >.M  I 

^*9c 


L39 


W5 

I »  s>  S.M  Uns  «*l 

J^T^"— Tzr""90c 


EXT1A 

Uc  UWM  IW  (e 


5c 


BARGAIN  BUNGALOW  No.  1 


Bungalov  No.  12 

1.29  Uc>  boll  «Sc 


2  90  Olfcr*.  l.» 


No.  4 


kkT«wsls  fcr   «c 


Big    Bnnialow  Bargains   In  Btjeraent 


r7»c 

•I.2S 
"2.23 
"'93c 


d.^1  ^*^**^  '        **""  1 2c 


Bungalow   No.  20 
"~50ctt»4.00 


Bungalow  No.  10 


Bungal.wNo.2 


61c 


Bargain    Bungalow  No.  15 


,J2^  ,,^^'~  2lc 


..~r  39c 


Bungalow  No.  18 

I.ZS  U  1.90  SUrn    >»c 


Our  Big  Recreation  Bunga- 
low on  Third  Floor 


BROWN'S 

178-188  North  Main  Street 


Hail  and  Telephone  Orders 
Will  Be  Filled 


BROWN'S 

178-188  North  Main  Street 


This  advertisement  explains  a  novel  but  spectacular  plan  used  by  Brown's,  "  Fall 
River's  Leading  Store." 


236 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


THE  HOWE&  STETSON  CO.  The  Howe  &  Siphon  Co.  THE  HOWE  &  STETSON  CO. 


Great  Red  Letter  Sale 

Begins  Thursday  Morning,  Februqry  1st,  at  8.30  A.  M. 

.  fJ/£  greet  the  Neu>  Haven  women  With  a  sale  of  a  most  unusual  nature,  comprising  many  original  features,  and  aisplaying  an  assortment  of  un- 
"  da-priced  merchandise,  unequalled  in  OK  history  bf  good  old  Elmtown.  The  Red  Letter  bargains  are  strong  in  quality  and  striking  in  Jit- 
play,  for  every  special  will  be  shown  by  a  Red  Letter,  which  wui  agree  with  the  letters  of  this  advertisement  All  you  have  to  do  is  to  remanka 
your  letters;  also  remember  that  every  item  is  a  money-totxr--.that  every  item  has  been  specially  reduced  in  price— that  every  gem  mill  prove  a  glori- 
ous prize  and  surprise. 


A» 
' 


Women's' 
Shoes 


B 


Bureau  Covers 


C 


Corset  Covers 


.'•1    1  .....  .      •:>!•" 


D 


Ginghams 

Wtt  v£!  el 


Ea 
A 
o 
• 


Baby  Shirts 


F 

2s  fi.7i. 


Table  Cloths 

«m*n     duntuk     ltbl»- 

w  «ll¥«*bl»*<W  frinV- 
d  with  on*  row  of  op*n 
ork  bortw.  Qf\~ 

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for  Women. 

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rf  Uodtt.  blxbv  U4 
Oontu.  EIC.IUU 


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Hose  for 

Women 


I 


.to  «™*.  to  u 

en 

BedSpreads 


•«B  40% 


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Kimonos. 


c.ii.a^ub 

r  Ik..   1.  U.  lUd   U(Ur 


CUT   THIS   OUT. 


L 


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vUTraw.TVnkM 


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Tdlfeta 
Ribbons 


«   »« 

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Men's  Sample 
Hos,. 
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dk»ba.k  te  'tMT- 

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THE  HOWE  &  STETSON  CO. 

T/i/s  M/e  oegins  at  8:30  on  Thursday  morning.     By  ti\r  way,  our  stores  remain  open 
until  6  o'clock  hereafter,  instead  of  5:30.      Saturday,  of  course  until  10  o'clock. 


U 

. 


•*"«*!    UfCW' 


Roasting 
Pans 


V 
" 
• 


Window 
Shades 


W 


KinV 


put.  >UA  ».  wr«  «  M  <>e_ 

s={g^.cv«  25c 


Y 


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d^atfMvriM 

Dress  Goods 


Z 


Silks 


rWJ-d  MM.  °-«  r*. 


Other  firms  have  used  what  they  term  "Surprise  Specials"  with  considerable  success. 
These  specials  are  numbered,  as  "Surprise  Special  No.  1,"  "Surprise  Special  No.  2,"  etc. 
One  article  is  selected  each  week  to  be  sold  at  the  "surprise"  price.  These  leaders  usu- 
ally bring  a  great  many  to  a  store  for  the  article  advertised,  who  purchase  enough  of 
other  lines  to  more  than  make  up  the  slight  loss  on  the  leader. 

The  Howe  &  Stetson  Co.,  New  Haven,  Conn.,  advertisement  of  their  "Great  Red 
Letter  Sale"  is  self-explanatory.  The  idea  is  merely  to  have  the  lines  advertised  dis- 
played under  immense  letters  corresponding  to  those  in  the  announcement.  These  huge 
letters  scattered  here  and  there  about  the  store  are  an  attraction  in  themselves.  The 
window  displays  should  of  course  have  corresponding  letters  on  the  exhibits.  There  are 
a  great  many  ways  in  which  letters  can  be  utilized  for  bringing  out  unusual  effects. 

"Hour  Sales"  have  proven  their  value  to  a  great  many  merchants  who  have  held 
them,  but  it  remained  for  Hens,  Kellv  &  Co.,  Buffalo,  N.  Y.,  to  introduce  "Five  Minute 


NOVEL  SALES  PLANS 


237 


Salt  -  "     Tin-  lm\   priees  quoted  were  a  magnet  of  powerful  attracting  power.     The  low- 
nesx  ill'  tli»-M-  |»ricr>  a>-.ist  in  giving  OIK-  an 'idea  that  all  prices  are  surprisingly  low. 

If  "  Five  Minute  Sales"  are  to  !>e  made  a  success  the  prices  must  be  ridiculously  low 
to  accomplish  the  purpose.     These  are  those  offered  by  Hens,  Kelly  &  Co.: 


5 -MINUTE  SALES  FOR  WEDNESDAY 


MOlvMNd    SALKS 

At  !i:::o  A.  M. 

$1.00  Walking  1  lat>  »(  Fn-neli  Fur  Fc-lt  at 
At  !»:l.'.  A    M. 

I'-Mc  l^idi.-'   HOT  at 

At    KMK)  A.M. 
!iee    at          

At  10:15  A.M. 

At  1030  A  M 

^.~H-  ( 'luM-olate   I  >rops  at 

At  I0:r»  A.M. 
je  Hemmed  Na|>kins  at 

At  mm  A.M. 

5c  Laiu-ii  Handken  liiefs  at 

At  11:15  A.M. 
25c  Men's  Ne<-kwear  at.  . 


AFrERNOON    SALES 

At  2:30  P.M. 
35c  Pillow  Sliams  and  Searfs  at 

At  2:45  P.M.  f 

5c  Toilet  Paper  at  ....................  lc 

At  3:00  P.M. 
25c  Tea  at 

At  3:15  P.M. 
12*c  Mitteas  at 

At  3:30  P.M. 
6c  Outing  Flannel  at 

At  3:45  P.M. 
lOc  Fruit  Candy  at 

At  4:00  P.M. 
$2.50  Fur  Scarfs  at 

At  4:15  P.M. 
25c  Campaign  4-in-Hands  at 


f\f\ 
•UU 


"Charity  Sales"  are  the  modern  prototype  of  the  old  time  "Benefit  Nights"  given 
to  "Stars"  in  the  days  of  the  stock  company.  Some  of  these  "Charity  Sales"  are  of 
considerable  magnitude,  while  others  are  more  modest  in  their  pretensions.  The  Cres- 
e-'iit  Store,  Spokane,  Wash.,  hold  annually  what  they  term  an  "All-Spokane  Charity 
Sale,"  at  which  time  five  per  cent,  of  the  total  sales  are  distributed  among  the  various 
charitable  institutions  of  the  city.  We  quote  here  the  introduction  to  one  of  their  adver- 
tisements. 

"For  the  second  time  Spokane's  greatest  store  has  invited  the  charitable  and  benevo- 
lent organizations  of  the  city  to  share  in  the  profits  of  a  week's  business.  Nine  of  Spo- 
kane's representative  institutions  have  accepted  the  invitation  and  will  participate  in 
profits  of  the  business.  Five  per  cent,  of  the  entire  sales  for  the  week  will  be  distributed 
among  them.  Representatives  of  the  different  organizations  will  have  charge  of  the 
store  on  separate  days,  and  will  receive  the  percentage  of  the  day's  business.  They  will 
of  course  use  every  effort  to  induce  liberal  buying,  that  their  share  of  the  proceeds  may 
be  as  large  as  possible.  The  management  of  the  Crescent  has  used  every  effort  to  see 
that  the  offerings  of  each  day  are  equally  attractive.  The  regular  sale  programme  for  the 
month  has  been  rearranged,  that  several  of  the  best  events  might  be  given  this  week. 
Special  offerings  in  large  numbers  at  extremely  low  prices  will  be  made  from  day  to  day, 
and  several  large  events  will  continue  all  week,  giving  the  friends  of  every  institution  an 
equal  chance. 

"Aside  from  the  benevolent  features  of  the  sale  it  will,  from  an  economic  point  of 
view,  be  one  of  the  best  buying  weeks  of  the  entire  spring  and  summer.  Many  new 
things  for  spring  will  have  their  first  showing  this  week.  Among  them  are  a  number  of 
extremely  good  values  we've  saved  purposely  for  the  charity  sale.  Our  buyers  have  had 
early  shipments  made,  in  some  instances,  that  the  new  goods  might  be  ready  for  this 
event." 


238  HOW  TO  ADVERTISE  A  RETAIL  STORE 

The  preparations  for  such  a  sale  must  begin  some  time  in  advance  by  securing 
the  co-operation  of  the  various  institutions  to  be  represented.  The  organizations  are 
asked  to  appoint  committees  to  attend  the  sale  and  urge  upon  their  friends  to  make  their 
purchases  on  the  day  that  is  selected  for  them. 

As  a  usual  thing  the  representative  charitable  organizations  will  truly  represent  different 
classes  of  people.  With  every  class  being  urged  to  buy  during  "charity  week"  a  sale  of 
this  kind  can  hardly  prove  otherwise  than  successful.  Prices  must  be  made  attractively 
low  on  a  large  quantity  of  goods,  but  the  bulk  of  the  lines  will  sell  at  regular  prices.  To 
show  the  various  interests  that  are  represented  by  the  charity  organizations  of  a  city  we 
quote  those  that  partook  of  the  profits  of  the  Crescent  Store.  One  day  was  given  to  cadi 
of  the  principal  organizations,  while  the  lesser  ones  were  doubled  up  and  the  five  per  rent. 
divided  between  them. 

Monday — Sacred  Heart  Hospital. 

Tuesday— Y.  W.  C.  A.;  Woman's  Hotel. 

Wednesday — St.  Joseph's  Orphanage;    Home  of  the  Friendless. 

Thursday — Salvation  Army. 

Friday — Deaconess  Home;  Crittenden  Home. 

Saturday — St.  Luke's  Hospital. 

If  any  merchant  could  get  committees  from  representative  organizations  like  these 
working  for  him  all  the  time  he  could  retire  in  a  very  few  years  with  a  noble  fortune. 
But  it  is  impossible  to  expect  that,  but  it  is  very  easy  to  have  them  work  faithfully  for  him 
during  one  week  in  each  year  if  he  follows  this  plan.  The  immediate  profits  will  be 
large  and  the  future  made  easy  by  an  extensive  acquaintance  with  his  store  by  many  who 
had  perhaps  never  so  much  as  given  it  a  thought  before. 

Bernheimer's,  Baltimore,  held  what  they  called  a  "Carnival  Sale"  in  which  wen- 
incorporated  a  number  of  sensational  features  that  usually  are  found  in  a  Murdi  Gras 
celebration. 

One  of  the  features  of  their  window  display  was  three  sets  of  figures,  each  set  repre- 
senting automatons.  One  of  each  set  was  a  human  being,  while  the  other  was  the 
representation.  A  guessing  contest  was  held  and  prizes  offered  to  the  persons  who  suc- 
cessfully picked  out  the  human  being  from  his  mechanical  representative.  On  the  first 
day  nearly  30,000  guesses  were  registered  and  over  eight  thousand  prizes  distributed. 

In  the  store  were  twenty-one  clowns,  dressed  in  the  most  fantastic  of  costumes  and 
playing  on  every  conceivable  kind  of  musical  instrument.  These  entertainers  kept  the 
people  amused  with  their  antics  and  music  and  at  the  same  time,  or  rather,  at  intervals, 
pointed  out  certain  bargain  features  of  the  sale.  Each  offered  special  bargains  to  cus- 
tomers who  had  made  purchases  of  a  certain  amount  of  goods  on  the  floor  on  which  he 
was  stationed.  For  example,  one  clown  sold  shoes  for  nine  cents  to  persons  who  could 
produce  a  sales  slip  showing  that  they  had  made  a  purchase  amounting  to  a  certain  sum. 

Another  feature  of  the  sale  was  an  automatic  boat.  There  were  several  seats  in  this 
boat  and  the  persons  who  seated  themselves  in  the  lucky  seat  were  rewarded  by  a  hand- 
some gift. 

During  the  close  of  the  Carnival  Sale  they  held  a  baby  show.  Prizes  were  awarded  to 
the  baby  in  the  fanciest  costume,  to  the  one  in  the  most  comic  costume,  to  the  fattest 
fancy  costumed  baby,  to  the  prettiest  baby  dressed  in  a  fancy  costume  and  to  the  best 
and  most  tastefully  dressed  baby. 

The  sale  was  held  during  an  entire  week  and  each  day  some  new  and  pleasing  feature 
was  added.  Competitions  of  various  kinds  were  held,  and  the  people  who  visited  the 
store  were  genuinely  amused. 

Such  a  sale,  while  sensational  in  the  extreme  in  the  eyes  of  the  more  staid  North- 
erner, would  be  enjoyed  immensely  by  the  hot-blooded  Southern  people.  They  can 
perhaps  appreciate  the  ridiculous  and  fantastic  to  a  greater  extent  than  can  the  people 
of  the  North. 

England  Bros.,  Pittsfield,  Mass.,  called  their  annual  white  sale  "The  White  Carni- 
val," and  introduced  the  Mardi  Gras  features  in  their  advertisement.  This  advertise- 


NOVEL  SALES  PLANS 


239 


Biggest    Quantities  ?      Daintiest    Creations  ! 


A  S«le  Where  Thin  Pocketbook.  WUI  Accompliih  Crt*t  Thinfl. 

-    Taa^^nai     ••!  »•  lapihill 

What  »  Hurry  and  Scurry  there  will  be  for  these  tfoodi. 


You  an  lordly  anderestimite  the  benefits  you  mty  giin  by 
coming,  is  soon  ml  ts  frequently  ts  you  cm.  You  could 
better  if  ford  to  trrvd  t  hundred  miles  thai  to  stty  rwiy, 
tnd  miss  such  in  tilnordiniry  dance  to  uve. 


ENGLAND  BROTHERS. 


ment  would  be  a  good  one  to  follow  in  preparing  the  announcement  of  "Carnival  Week" 
in  the  store. 

The  Wanamaker  Store,  Philadelphia,  Pa.,  is  responsible  for  a  new  kind  of  coupon 
advertising. 

The  coupons  are  there  to  be  clipped,  but  they  do  not  have  to  be  clipped  unless  one 
cares  to  do  so.  Their  value  can  be  received  whether  the  coupon  is  presented  or  not. 
Read  the  introduction  of  the  advertisement,  "Another  Coupon  Day,"  and  you  will  have 
the  whole  idea  explained  to  you. 


240 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Every  coupon  here  printed  is  worth  something  to  some 
one.  They  all  tell  of  merchandise  that  can  be  bought  today 
at  less  cost  than  usual.  Cut  out  the  coupon  that  interests 
you.  brine  it  to  the  Store  as  a  memorandum— and  pocket  the 
savings.  Coupon  in  French  means  Remnant.  We  arc  taking 
advantage  of  this  last  day  of  the  month  to  sell  out  the  accu- 
mulation of  remnants  left  by  a  busy  season.  Goods 
on  sale  as  long  as  the  limited  quantities  last. 


be 


Any  dry  goods  store  can  hold  a  "Week  of  Nations. "  All  that  is  necessary  is  to  collect 
together  lines  that  are  imported  from  the  countries  to  be  represented  and  add  to  them 
lines  that  represent  those  countries.  As  an  example  take  Ireland  as  one  of  the  countries 
represented.  Linens  and  laces  and  lawns  would  be  featured  strongly  on  that  day.  The 

windows  would  be  dressed  with  these  goods,  or 
where  there  are  many  windows  the  trimmings 
could  be  left  in  during  the  whole  week.  Green 
of  course  would  be  the  contrasting  color  used  in 
the  decorations.  Irish  flags  would  be  displayed, 
a  performer  might  be  employed  to  give  Irish 
sketches,  a  la  vaudeville,  a  singer  might  sing 
Irish  airs,  and  many  other  features  of  this  nature 
could  be  brought  out. 

As  souvenirs,  miniature  silk  flags  of  the  nation 
represented  could  be  distributed  during  the  sale. 

In  the  advertisement  of  John  Wanamaker'a 
New  York  store  this  idea  is  used  in  a  different 
manner.  Here  we  have  the  different  nations  of 
the  earth  competing  with  each  other  for  suprem- 
acy in  certain  lines  of  goods.  The  introduction 
of  the  advertisement  explains  tin-  whole  scheme 
which  is  an  excellent  trade-winning  idea. 

The  idea  of  having  a  sal<-  at  one  price  is  a 
good  one.  A  Dollar  Sale  in  a  shoe  store,  a  Ten 
Dollar  Sale  in  a  clothing  store,  a  Nine  Cent  Sale 
in  a  grocery,  all  have  great  attractions  to  the  buy- 
ing public.  One  merchant  who  had  no  room  for 
superstitions  exploited  what  he  called  a  "Lucky 
13  Sale."  It  was  a  lucky  sale  for  him,  for  it  was 
profitable. 

In  holding  a  Nine  Cent  Sale  the  figure  "  9  " 
should  play  a  considerable  and  conspicuous  part 
in  every  price  quotation.  They  should  run,  "9. 
19,  29,  39,  99,  $1.99,  $9.99,  etc.;"  the  more  nines 
used  the  more  impressive  the  figure  becomes. 
The  figure  "9"  should  be  displayed  largely  in 
advertisements  and  in  windows  and  interior  dis- 
plays. 

"Clover  Day"  at  Strawbridge  &  Clothier's 
Philadelphia  store  is  a  day  of  unusual  bargains 
not  advertised  in  the  newspapers.  They  are  in- 
dicated by  show  cards  bearing  large  representa- 
tions of  the  four-leaf  clover.  There  are  several 
hundred  special  bargains  in  all  departments 
offered  on  Clover  Day.  These  are  plainly  marked 
by  the  cards  and  are  to  be  found  in  every  depart- 
ment. The  customer  must  ferret  them  out  for 
themselves.  Clover  Day  comes  around  about 
once  a  month.  In  a  recent  advertisement  the 
sales  plan  was  described  as  follows: 


Men's  Raincoats,  1  1  2  and  SI  5 

r. 

$2.50  to  S5  All-Silk 

0 

OH  kM"*  »M  •»»•  •««*  lo-toi*  wcto. 

o 

Umbrella*.  $1.85 

p 

fS*"1"*  TU™  S3  i  010,, 

p 

N 

•"rts-r1^  ,„  ..,.,. 

_1       **?X~ 

,C, 

Men's  Oxfords.  $1.90 

c 

0 

Carpets  and  Rugs 

CM  palent  leniher,  kidskir   and 

ti 

Ii  -tfi*  y.fd.   r*cui»*  r  •>  ^  ^AOoui 

0 

..Tl"urealf-km.  \VHIthj  dnd  ^filched 
UdX    They  would  tost  us  II  90 

p 

0 

'^Cr^'^n    s,«..i..-,  1:71 

N 

if  h-'ichtlodav 

N 

•"••-——- 

Men's   Handkerchiefs 

'  r. 

Porch  Furniture 

0 

1) 

.'««<>•<«..•    HI       UL.UlMl 

0 

n 

....  *<',::.  r  ":v.;;^J  ;,;rr."r.^.r 

0 

,~,.l.  r,  ,*,.,..,.    ,,r.  .'.,.   ,-Tl.^ttOl.    ^^ 

u 

iCIdcl,  *fcl<.i  V  *  -t*^iT  "iw'*i""'s  *"  ***" 

N 

«"*•»"»             „.,. 

N 

•*•.  ,.!.*..  «^  ft,,,,*.^  ,»^»-.  A 

C 

Men's  Neckties.  25c 

C 

CutGlau 

howl    lot  ».'., 

P 

colot)—  m*l>  1*10  tour  'n-hindl  ol  jood 

P 

bowi*!"1'!.!  "•''**  bo*1*1  *  "*"'•'  *'n 

0 

proroltior.1        .S.ll      JltqulTj      r,|,,,it 

II 

TlnklM    pis.    »i    jnd    »j     freu'li 

.N 

""'"""."«."'-.%  ~r 

N 

•'V.':.::..1^'—^  *.  — 

C 
0 

Plain  and  Pleated  Shirts,  SOc 

C 

0 

$22  50  Dinner  Seta,  $11.50     i 

II 

p 

p 

II 

"""•''-"•"'"-'•-""-'•-"' 

N 

•  '         |. 

r. 

Boys'  Suits,  $6.50 

r 

Decorated  China            I 

0 

rut    v»,.tt  ,,o  o.,»b.«,tw"y^'I 

l' 

.'^OI^OKUIMW 

(.^^'M',    .  .-'^mw'^'h.'^t.^TV.Vtr.lfc^ 

ii 

t>»':'S  •"*•  "  •"••*""  "  »  -" 

i,m»loj^»i.lv^      ^^   ^^^ 

N 

,  "..;;^»- 

C 

0 

Oriental  Rugs 

C 
11 

jardMeres 

p 

li'i  Shirvan  riy*  lirtnh  Hie.  110 

II 

tSJ?  "nj'o,"?»,!Vt'J.t,'l,'*r77l,','^ 

0 

dnd  JI,J,  «unh  ^I'Jand  113. 

0 

'  mV    I    fl^  !/  §1    ir'  '*   '  ^    u  'l.  * 

'""  "~  %~  •"*"• 

N 

si;ji.  i..  .v,^,  .,..,,  ::;_;.  .10 

<• 

Waists,  Half  Price  or  Near  It 

Odd  Table  Covers  and 

0 

u 
p 

:£:S'H?,£c:;ic 

0 

U 

p 

Lambrequins 

.   . 

0 

N 

Ewly  coffin*  find  Ottt  *uortm*nl 

0 

N 

C 
0 

Hair  Brushes 

C 

0 

_^  (Housefurnishings 

oOc.  w-bfth  T5c     (iood  bristle 

II 

II  i»   lt,h   ([l^on.   Kundnj   IMicvmd      ' 

o 

N 

btushrs  for  men  or  wom^n.  light 
ana  dark  wood  backs 

p 

o 

N 

Elll^ii^^ 

C 
0 

Stationery 

C 

Mattresses  and   Pillows 

P 

0 

N 

.     . 

u 
p 

0 

N 

"^f^^^^^-^S 

C 

0 

U 

Sheets  and  Pillow  Cases 

Worth  nMlflg  «  Hen  fiood   fudri    o' 
•troo»    Morfwd   mtiilmi  c.n  be  Mid  •! 

C 
0 

u 

$1.35   Honeycomb 
^    ^spreads.  $1               i] 

0 

,f.,£j*  JST"  pillw  "**  13M< 

0 

•t^SSS?*''''3"  • 

" 

C 

Special  Pillow  Tops.  50c 

c 

Fancy  Linens 

II 

Shrtr  pooJ  lawn  for  front  ind    hick 

J* 

KOBl  w*l  itrwl  aSS""     *****     *•••*<»»• 

p 

l(w  fiont  st.mpcd  In  prtny  dtjlgny      A 

'     , 

N 

"""^•ii±':rm"°" 

0 

N 

"""^U';ifS:  Knsr-" 

HUNDREDS  OF  FOUR-LEAF  CLOVER  SPECIALS  ALL  OVER  THE  STORE— FIND  THEM. 

" Our  Third  Clover  Day!     We  expect  even  greater  throngs  than  were  here  on  either  of 
our  former  Clover  Days.     Again  we  have  gathered  several  hundred  extraordinary  values, 


NOVEL  SALES  PLANS 


241 


Le    CONCOURS    d  '  E,  C  O  N  OMI  E,  S 

rhe  Contest  of  Economies) 

An  Interne     nal  Money-having  Competition 

<k         °rtig'  tountries  - 


exhibils 
"* 


competition  which  the  WAN  AMAKER  S 
^  ^  "*  fSV°r  °f  "*  thrifty^nd  there  are 

««!.  tt»  ««.  1*1  coteo  .f  th.  MU«  th*  praWd  It     And  .tlnKti,,  »  i.  th,  mmtandb.  offered,  the  ratal  today 


Boyi    MUlUry 
Mouie    W«lst3.    IV 


Ail-Wool    Ch«IUj 
At  25c  «  Yird 

' 


Hens    Collars 

_  .  '•'"!i'*J""*',^*_ 


Mcn'i    'ialti.    JS.50 


Lngllsh  Crelonnci 


Handkerchief    News 


Fancy   Jewelry 


Al  He  T« 

IWWMhl  IU4..I 


.<>wi^^  Muillni 


]~TTV^r4 

3fewSaa««C! 


MHMIBU 


Marble  Busts  and 
Pedeita  Is— Reduced 

-r2.?jr±rc 


Fine  Courtrai  Flax 
"  r,Hnit£3JS?n'<ler'Pl'lc* 


Austrian    Fancy    China 

Al    T««    C-nu 


More     Fine     News     of 
Women  s    DRF.5iL5 

wliHttan*  on  our  Mock 


rj£?.™-.,  _  J 

S3ss»asa 


•        -        ~-=rssi 


Prices    Have    Melted 
On  Refrigerators 


ill 


Formerly 
A.  T.  Stewart  &  Co. 


JOHN   WANAMAKER 


Broadway.  Fourth  Avenue, 
Ninth  and  Tenth  .Streets,     | 


which  you'll  find  throughout  the  store,  designated  by  the  four-leaf  clover  signs.  Easier  to 
find  than  the  four-leaf  clover  in  the  meadows,  yet  more  interesting  when  you  do  find  them; 
delightfully  surprising,  for  each  one  is  seasonable,  desirable  in  every  way,  and  priced  to 
save  money.  Many  things  under  the  clover  signs  are  marked  at  half  price — some  at  less. 

"  We  cannot  describe  any  of  the  Clover  specials  because  of  lack  of  space  and  because 
many  of  the  lots  will  probably  be  sold  in  an  hour  or  two,  but  when  you  enter  the  store  you 
will  be  given  a  little  guide  book  which  will  help  to  locate  the  hundreds  of  extra  values. 
We  give  a  mere  hint  of  what  you  may  expect  to  find  under  the  Four-leaf  Clover  signs — 
to-day  only." 

This  was  followed  by  a  list  of  sixteen  articles  priced  at  about  half — some  at  even  less 
than  half.  All  of  the  articles  were  seasonable  and  were  selected  from  all  departments 
with  a  view  of  interesting  as  many  people  as  possible. 


242 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


We  are  not  ungrateful — We  appreciate  it  is  your  loyal  patronage 
• — your  hearty  support  that  has  made  this  growth  possible— and 
we  wish  to  show  that  appreciation  in  a  most  emphatic  manner. 


•o  we  arc  celebrating  thii  |OM  Birthday — celebrating  it   lor  thirty   dayt — 
c  giving  away  thouiandt  ol  dollar*  in  new  crisp  billi — We  want  every  man 
n  Boston  to  participate  in  our  celebration — Every  man  to  receive  a  gilt. 


Gifts  From   $1   tx>   $50 


Each  'SOO00  Given  Away 


RENDERG'S 

"11 


Ox  »50  ND.  Tbr«  UO  Mb. 

rev  »IO  Bin..   Tn  M  tab. 
Fifty  *2  tUk  «4  Two  Hin4r^  1  1  BBb 


Vorenberg's,  Boston,  Mass.,  use  a  sales  plan  that  should  prove  a  good  one  anywhere. 
People  will  flock  to  a  store  when  there  is  a  chance  for  them  to  get  something  for  nothing. 
When  the  "something  for  nothing"  is  real  money  it  should  prove  doubly  attractive.  The 
birthday  gifts  ranging  in  amounts  of  $1  to  $50  were  attractive.  An  analysis  of  this  scheme 
will  show  its  actual  cost,  as  it  is  explained  that  every  $500  is  divided  into  268  gifts  \\liich 
average  in  cost  about  $1 .85.  A  reduction  in  price  on  268  suits  or  overcoats  of  $1 .85  would 
hardly  appear  as  attractive  and  would  not  pull  as  well.  Such  schemes  as  this  are  good 
ones.  The  gift  looks  large  and  attractive. 

A  small  store  could  use  this  idea  and  offer  a  gift  with  every  article  purchased.  Sup- 
posing $200  is  to  be  given  away  and  the  average  gift  was  to  be  made  25c.  It  might  be 
divided  in  a  great  many  ways  to  produce  this  result,  but  the  following  would  be  good: 

500  gifts  1  cent  each $     5. 00 

200  gifts  25  cents  each 50 . 00 

100  gifts  $1  each 100.00 

2  gifts  $10  each 20.00 

1  gift  of  $25 25.00 


$200 . 00 

In  such  a  division  one  could  be  offered  with  every  purchase,  even  if  the  purchase  was 
for  only  five  cents.  The  large  number  of  one  cent  gifts  will  only  make  the  scheme  better, 
because  it  will  cause  a  lot  of  fun  and  talk. 

These  gifts  are  to  be  divided  as  shown  and  placed  in  separate  envelopes  and  sealed. 
They  are  then  placed  in  boxes  edge  up  and  kept  closely  packed  together  so  that  one  could 
not  distinguish  what  was  in  it  from  feeling  it.  The  customer  is  allowed  to  select  one  enve- 
lope and  must  abide  by  his  or  her  first  selection,  whether  it  should  prove  a  large  or  small 
gift. 

A  scheme  of  this  kind  will  not  require  a  great  deal  of  advertising,  but  should  be  suffi- 
ciently advertised  so  as  to  get  it  well  started.  When  once  started  it  will  advertise  itself. 


NOVEL  SALES  PLANS 


243 


DJoominidaU  Broi.v  Lcxmjlor,  to  3d  Avc,  59lh  (o  60th  St    WI/MM 


rtvmu  ;  Bloomingdale  Bros.,  Lexington  to  3d  Avc.,  59th  to  601h  SI  (j 


rhc  Price  Concessions  Were  Marvellous, 


thai  a*  hvdrv  pin  was  m  daojiai  ww  not  to  accept 

Every  Advantage  We  Gained  Is  Transferred  to  You. 

mM  MHAdorty  UppKtM.  UK)  u>  mM  iiuUrcn 

At  Leu  Than  Hall  Regvlar  Prices. 


High  Grade  Hosiery. 

r*t  mill' ••*  tKUij  »*  >><••> 


^ 


White  Lawn 


MMb*    •<  yS    MMMfM*^.     .    M 


BlacK  NcarsilK  Petlicoals. 


W       t  .i  <M  lwif..  «*|  "" 

>5Vp«BMitW«B«bk^M    CT- 

M,  rt7l«H7  *»»....  iw-—  ^i_  DOC 


icnjrd 


Shoe  Bargain  Corner, 


Woslcnholm 
Razors  al  38c. 


i .-0,000  Worth  o}  Women's  He* High  Class 

Summer  Dresses,  Suits  &  Skirls 

rtnujM'j  tf  Cumttll  K  Ihxl  It  «»<»«<  


MM.  iUTU.    */.   QO  -^  V"»~  «|  f 
*»J^"*; *  f.t.f^7  y^'^^i  ?."' JCA  ^    *l.~ 

^rij*  nowaflrf  Linen; SO*  and  Chth  Suits.  _ 

w  Mf .»». 


<r-/fa//  As^c/ar  f#u/w. 
They  Are  .Samples. 


Enamelled  Metnl  Beds, 
Pram  51.50  to  $12.00 

WM*  S|w«  npraol   lfen< 

>*^  ' •  _^  ^  _, 

•£T&  JN»  3  «h  •- 


Special  Prices  on  Mattre»ses  oJ  Our  Own  Make 
„  «i!oo  Minna.  lt-a  *^  *";  "*"""£  *4J^;  <  *J  J  °°m1"^'^;  "'"' 


Handsome  Millinery 

Trlamtt  nt  Vitrlmnti 


Trimmed  Mats  Jfi/S^ftS  $1.98 
Heady -to-Weat  Hats,  t~~gSSZ 

.,..  ..?...    .fw,  1.4  llVflt  M»,  llj.trt  ITOM  "'si'Tr*1""*    'OC 

Colored  Vntrlmmed  Hat^s,  °Tir.45c 
Fancy  Straw  "Braids,  "~^Sxi'cl 


-Men's  Underwear  """£"?,',.','"" 

«Ur'/(u      Htm'lfOtUt  7V  JjUrt/- 
IT  ji  /fc.  /••  VMvrar  ArJM  ^ 

•'"'       ' "' 


&','," i.    Decorated  Dinner  Sets 

jMittr  ft ito  Cri,l  Mill m  ricurr  St 


$5.00  ciftr  Sui^Cases  J2.95 


Wines  and  Liquors 


Finest  Cigars  at  Half  Price. 


Kramer's  Department  Store,  Gaylord,  Mich.,  held  a  Nine-Cent  Sale  that  lasted  a 
week  and  had  some  unusual  features.  There  were  a  great  many  articles  that  usually 
sold  from  twelve  to  thirty  cents,  marked  down  to  nine  cents.  In  addition  there  were  a 
number  of  much  higher  priced  articles  that  were  sold  at  nine  cents  in  the  manner  explained 
in  the  following  paragraphs  quoted  from  their  advertisements: 

LADIES'  COATS,  ONLY  NINE  CENTS 

"  Here  is  where  the  magical  nine  cent  figure  shines  the  brightest.     Every  one  who  has 
stock  of  coats  acknowledges  that  it  is  the  best  and  largest  assortment  ever  shown. 


seen  our 


244 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Regular  Stock 
At  Irregular  Price* 


The  Bankrupt  Stock 

Shoe  Sale  Continues 


Ihr   Bonkrubt  Stock 
Shoe  Sale  Continues 


10  Per  Cent  Off 


Ladies'  and  Children's 
Furnishing  Goods 

J.  D.  HUM 

Thil  DOButa»  *«eon«  floor   <*p»r 


Department 

Manager*' 

Annual 

Competitive 


ow     Tbty  wtU  be  raduwd  10  per  CCBI  vvwy  fcmintti  C*)f 


Basement 
tloue- 
furnishing 
Goods 
Debt. 
n.i 


special  silk  values 


China, 

Glassware 

and 

Crockery 

Debt. 

M.  B  SCHUPT.  *r. 


HMMM  *c«M  *•  *•* 
•«**^*r  ••'•»• 


Bankrupt  Stock 
Shoe  Sale 


TEA*  AND  COrFEE5 


Carbets  and  Rugs 

J.  A.  Wll»«N,  Haiugcr 


Attend 
Our  Furniture   Sale 


L*h»T  »hn  ih.  k*^   It  >ou  *re  ik 
mg      I 


25  fer  Cnl  las  Rtfilir  frkes 


33cH).,or  5lb».for  51 

Of mor.slri'tlon  of  Sold  l«bfl  C«>/«« 


DU  «M  wtice  tie  Enilure  Prkn  ii 
V»lerd|t's  Ad.? 


Short  jackets,  pony  jackets,  three-quarter  lengths,  cravenettes  and  silk  coats.  Every 
style  you  could  wish  for  is  here.  The  regular  prices  range  from  $4.50  to  $16.50.  Bring 
three  of  your  friends  who  want  coats  and  get  the  fourth  coat,  the  lowest  priced  one  in  the 
purchase,  only  nine  cents." 

LADIES'  CRAVENETTES  FOR  NINE  CENTS 

"We  have  an  excellent  line  of  Ladies'  Cravenettes,  new  empire  and  princess  back, 
in  shades  of  tan,  gray,  brown,  black  and  white.     This  is  one  of  the  most  serviceable  and 


NOVEL  SALES  PLANS 


245 


I  -r,,.l   IKn.rntcnt   3tM 


Ml  C*a  Transfer  Direct 
to  Our  Door*. 

Record-Breaking  Six-Day    Run  on  Seasonable   Merchandise! 

Trvmorrew  wt  sun  OSM  oCtk.  moat  mrpinf  August  sales  we  kave  enr  held— a  sale  that,  in  scope  and  magnitude,  in  quality,  quantity,  and  variety  of  goods,  and  in  Imr- 
•oas  of  prira,  *a  irmly  believe  is  absolutely  without  an  equal  We  are  detecmined  to  reduce  all  slocks  of  Summer  Goods  to  the  lowest  possible  point,  no  matter  what  tht 
coat  may  be.  ll  is  imperative  tkat  «w  have  their  span  for  fall  and  winter  foods  now  in  transit 

We  M~.it,  aw»U«  all  II—  .b.  am  l-*l^  lor  |<iiiiliu  b.rt.ln.  I.  b,  hen   to-nurrow.  J 

•»wa  IWy  sn  pn*Mt«l.     W<    mnlioa  but  •  nrj  W  of  Ibc  rWocti..n,— moorh    to  aivc  you    in    id«   ol   how   fna,'  the 

TtM*«  Barfiln*  Arc  Eipcclally  for  Monday  and  Tuesday— The  First  Two  Days  of  the  "Run." 


durable  rain  coats  you  can  get.  They  are  waterproof,  and  for  driving  there  is  nothing 
better.  All  sizes  in  stock.  From  $5  to  $16.50.  Try  and  club  with  your  neighbors. 
Every  fourth  cravenette,  the  lowest  priced  one  in  the  purchase,  only  nine  cents." 

WOULD  You  LIKE  THIS  SUIT  FOR  NINE  CENTS? 

"  This  is  the  way  to  get  it :  Bring  in  four  of  your  friends  who  will  each  buy  a  suit  of 
clothes  and  get  yours  for  nine  cents.  Every  fifth  suit,  the  lowest  priced  one  in  the  pur- 
chase, only  nine  cents." 

In  addition  to  the  ones  quoted  above  there  were  many  other  similar  offers  in  which 
the  third,  fourth  or  fifth  article  was  sold  for  nine  cents.  Some  of  the  articles  listed  in 
this  way  were  shoes,  linen  napkins,  fine  table  linens,  petticoats,  waists,  dresses,  skirts, 
fine  white  goods,  corsets,  etc. 

Mill  and  Factory  Sales,  Mill  End  Sales,  Factory  Sample  Sales  and  similar  sales  are  all 
good  ones  to  use.  The  possibilities  of  bringing  out  good  advertising  ideas  are  increased 
by  having  such  topics  as  these  to  exploit.  The  wholesale  price  of  an  article  is  looked  upon 
by  most  men  and  women  as  being  not  only  particularly  low  but  as  representing  the  lowest 


246 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


A  Valentine  from  T  The   May   Co.\ 


Newest  Spring  Styles  m  Women  s 


2Ear*s*c»i*\  Tailored  Suits  \2  **"  5pfc^j 


Vmns  Ntw  t ;/  50  TailonJ  Sails,  tiyjiy—.l  ifaitl  iki-m*:  aid  eflir,,i(  t/  |H| 
/«rii»  slylit  'o/ittnt)  t~lt*i  t*<t  P'itttf  Snili.     llir,  a,.  j»i/»  tkot  -~t  tn(lu 
tk  tin  i*tntu*  ol  w///«<  «/  tj7 '.«>.  ha  eui't  "  <*•  «•':•««'  "i^i""  -/ ...        .  .  _ 

rf«//<i> «»«..»•» anfyntJ tomaht  irrm.ntaa  ^  ^  ^  j/j      Lingerie*  Waists 

i  tmttuio*:  knui.  v  t  tUet  n  tali  Itmtma-nil 


.TiS^ZrJTC: 
$15  and  $18  New  Spring  Salts,  $9.75 


Hetdquarlers  forj  Extra  Good  Corsets 


&£*  cr.5S±^:X"""ifi'  |A  *  j!        r"  /Jl  'SSSvws^'iSL^iSJS'S 

i?~",3^*;"  f^X^1—  ^C1*     i<JrTti««nfciirii'«»-S2 


actual  value  of  an  article.  Convince  the  public  that  you  are  selling  at  wholesale  prices 
and  you  have  won  them  over.  They  will  be  satisfied  with  the  prices  and  the  goods. 
Bloomingdale  Bros.,  New  York,  give  us  an  advertisement  along  these  lines.  The  number 
of  articles  illustrated  and  offered  below  regular  prices  make  this  a  strong  advertisement. 

Another  splendid  sale  plan  is  the  Department  Managers'  Sale.  In  this  sale  the  depart- 
ment managers  are  supposed  (by  the  public)  to  take  the  bit  between  their  teeth  and  make 
a  grand  race  for  the  home  stretch.  This  idea  should  of  course  be  fostered  in  the  adver- 
tising. The  Crews-Beggs  Co.,  Pueblo,  Colo.,  advertisement  illustrates  clearly  how  such 
an  event  can  be  made  attractive.  The  feature  here  shown  of  having  the  department  man- 
agers' photographs  reproduced  in  the  newspaper  advertisements  should  be  closely  fol- 
lowed. That  is  a  part  of  the  sale. 

The  idea  of  having  each  department  competing  with  the  others  for  large  sales  should 
also  be  strongly  featured,  as  that  produces  an  impression  that  prices  will  be  cut  pretty 
deeply  to  make  quick  sales. 


NOVEL  SALES  PLANS 


This  Store  Is  Going  to  Belong  to  the  Youngsters 
One  Gloriously  Joyful  Week 


B/y  So/«  of  Mutlin  UndtrVtar  (or  Children 


a  Rocking  Horse 


Barr,  St.  Louis,  Mo.,  advertises  a  special  six  days'  sale  in  a  very  novel  manner  in 
the  advertisement  reproduced.  More  could  have  been  made  of  the  idea  if  a  suitable 
name  for  the  sale  had  been  chosen.  "A  Great  Bargain  Race;"  "A  Tour  of  Bargain 
Specials,"  or  some  similar  name  would  have  helped  to  advertise  this  sale.  The  auto- 
mobile with  its  special  bargain  inserted  is  really  catchy.  Even  the  license  number  tag 
is  utilized  to  show  up  the  price  in  large  figures.  Such  an  event  could  perhaps  be  utilized 
to  greater  advantage  at  times  when  there  are  automobile  shows  or  races  going  on.  The 
idea  is  not  at  all  bad  because  it  is  out  of  the  ordinary;  it  is  original. 

The  May  Co.,  Denver,  Colo.,  show  us  in  their  advertisement  how  cleverly  some  of 


248 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


House  Furnishings 


the  events  of  the  year  may  be  utilized  in  advertising.  Their  "St.  Valentine  Specials" 
is  about  as  neat  and  attractive  an  advertisement  as  can  be  made.  There  is  little  lost 
room  either,  for  the  mortised  hearts  give  plenty  of  space  for  enumerating,  describing  and 
pricing  the  specials  offered.  The  ad-man  of  The  May  Co.  is  no  doubt  an  artist  as  well 
as  an  advertisement  writer  if  he  originated  this  design. 

The  Wonder,  Spokane,  Wash.,  held  a  Children's  Week  and  advertised  it  well.  The 
advertisement  gives  up  just  enough  space  to  attractive  illustrations  that  must  surely  catch 
the  eyes  of  eager  children.  This  is  their  advertisement.  The  attractions  at  the  store 
are  such  as  will  bring  out  a  large  crowd  of  youngsters.  Where  the  children  go  there  also 


NOVEL  SALES  PLANS  249 

will  ho  found  the  parents.  There  should  be  someone  around  the  store  to  point  out  the 
.litlVivtit  attractions,  which  should  not  he  all  bunched  together  but  spread  around  so  that 
mere  \i>ilors  must  visit  all  departments  to  see  all  attractions.  There  are  hundreds  of 
\\avs  to  attract  children  that  an-  so  inexpensive  that  they  might  be  employed  all  the  year 
around,  but  something  special  like  this  coupled  with  a  distribution  of  souvenirs  suitable 
for  juveniles  must  be  great  for  drawing  trade.  Of  course  people  are  invited  to  inspect  the 
wares  as  well  as  the  attractions  before  they  leave  the  store. 

•'House  Furnishings  at  (iimhels."  Philadelphia,  Pa.  Here's  an  advertisement  that 
is  just  crammed  full  of  attractive  offerings,  so  closely  set  together  as  to  make  one's  eyes 
ache  to  read  them  all.  and  yet  hundreds  and  thousands  of  women  read  that  advertisement 
from  beginning  to  ending.  Many  firms  selling  house  furnishings,  as  here  indicated 
by  granite  ware,  kitchen  utensils,  cutlery,  etc.  never  make  any  effort  at  any  time  of  the 
year  to  increase  their  trade  in  these  lines.  They  have  them  in  stock  when  called  for  and 
that  is  all  there  is  to  it.  A  speeiaj  week  for  these  lines  would  surprise  some  of  our  staid 
old  hardware  dealers  who  seldom  advertise  in  any  different  manner  than  their  grand- 
fathers did.  The  idea  of  having  demonstrations  is  a  good  one  to  tie  up  to.  They  mean 
more  business  every  time.  Many  housewives  are  using  old  and  out-of-date  methods  of 
cooking,  house  cleaning,  etc.,  because  they  do  not  know  any  better.  Show  these  by 
demonstration-*  how  much  better  the  new  style  articles  are  and  they  will  buy  them.  Show 
up  the  little  things:  they  sell  as  readily  as  larger  ones. 

Abraham  &  Straus.  Brooklyn,  N.  Y.,  show  us  how  attractive  thanksgiving  time  is. 
Note  how  they  have  introduced  almost  everything  that  was  ever  heard  of  in  connection 
with  Thanksgiving  into  the  illustrations  of  their  advertisement.  The  offerings,  being 
seasonable,  should  have  been  quickly  snapped  up. 

"Another  100  Bargains."  This  heading  shows  us  conclusively  that  there  had  been 
one  or  more  hundreds  before  this.  It  is  also  conclusive  evidence  that  Snellenburg's 
former  bargains  were  quickly  snapped  up  or  they  would  not  be  offering  another  hundred. 
For  such  an  announcement  the  advertisement-writer  could  not  have  chosen  a  better  dis- 
play. Each  bargain  is  separately  boxed  and  labelled  with  its  number.  Some  such  sales 
plan  for  special  bargain  days  could  be  used  by  any  store  with  profit. 

Workingmen's  sales  are  usually  good  profit  bringers,  although  the  workingman  as 
a  whole  is  the  hardest  customer  to  suit  in  the  world.  His  own  personal  wearing  apparel, 
owing  to  the  rough  usage  to  which  it  is  sometimes  subjected,  does  not  give  that  satisfac- 
tion and  long  wear  that  he  would  like,  and  he  is  apt  to  call  the  merchant  a  robber  and 
a  "trust."  But  this  should  not  bother  the  merchant.  This  kind  of  feeling  is  only  on 
the  surface;  at  heart  the  workingman  is  a  jolly  good  fellow.  Produce  a  sale  in  which  a 
workingman's  wearing  apparel  is  featured  and  he'll  put  on  his  Sunday  best  and  make 
tracks  for  your  store  at  once. 

The  Stumpf  &  Langhoff  Stores,  Milwaukee,  Wis.,  produce  a  genuine  workingman's 
advertisement.  Every  trade  is  represented  by  illustrations  and  it  must  attract  the 
worker.  The  prices  quoted  on  seasonable  and  appropriate  articles  for  laboring  men 
must  make  business. 

Silk  sales  are  nothing  unusual.  Most  large  stores  have  periodical  silk  sales,  but  it 
remained  for  Bowman  &  Co.,  Harrisburg,  Pa.,  to  produce  a  silk  sale  advertisement  like 
the'one  reproduced.  This  is  not  a  good  advertisement  because  it  is  divided  in  two  by  the 
Chinese  checker  board  in  the  center,  and  yet  that  is  the  best  part  of  the  advertisement. 
If  the  Chinese  characters,  or  those  that  purport  to  be  Chinese,  were  continued  around 
the  whole  advertisement,  enclosing  it  entirely,  and  the  foolish  cuts  in  the  upper  corners 
and  lower  part  of  the  advertisement  thrown  out,  quite  a  good  advertisement  could  have 
been  made  of  it.  The  Chinese  characters,  or  words,  will  always  be  closely  associated 
with  that  of  silk  manufacturing.  Their  use  in  this  way  is  very  suggestive  and  effective. 

Scarbrough  &  Hicks,  Rockdale,  Texas,  use  a  very  good  idea  in  their  advertisement. 
"The  road  of  low  prices  leads  straight  to  our  store."  That  would  make  a  good  catch- 
phrase  for  any  store  selling  medium  and  low  priced  goods.  The  mile  post  idea  is  well 
brought  out  in  the  display  of  the  advertisement,  but  are  they  not  after  all  rather  foolish? 


Thanksgiving   Offerings  AH  Through  the 


Linen  Store  Offerin 

Tab*  DM**.  U  •«•»•  •«»  «•  «~ 


Art  Embroidery  Store  Offerings. 

ic«    Dm  ,ei.  Center  Keen,  etc  .  for  the  ubk  lad  •  tew  ttftr  MT 

isffir11 

:-:s;-.v, 


kore  Offering. 

•U  low  ird  «l«<iH  ••*     *~*  '« 
,  WXK,,  «rf  IU»<  <«».  wic.  U.K. 


CMMV  Ot    diUW  UUM.   Wltk  lo«M  Md  IU«M«  Mdt,  V««^  N.1S. 

•  i  JH  M  it  •,..,.  ITiSE 

*^=^^"*"™<"'»l3"»»«»«>  ^rf?!-^*  ^Tff". 


•ri".ti*"»n 

•«*•**  IJA 


Mines'  Coat  and  Suit  Store  Offerings. 


....  _ 

ptopnat*  wkr'iont  -ill  t*  *o!d  at  l«^. 


.  . 

12  r«an.  •  t*M.  bttmi  aw)  ml.  *.1.H1. 

uHir*£"££iyjz;  s1  31  vt".1^  T1"".  ~  ~  "»«i 


Men's  Clothing  Store  Offerintis. 

r?TTJ!!J"'  •5<MX>- •"•«••  —  r  —  • -•«_ -i_^T— . . 


SneHenbtirgsl  TO  -morrow,  Tuesday,  fSneilenburgs 


I  ST1W  UOCR     HAWIET.  11th  M  Utk  STS. 


will  bring 


ENTIRE  BLOCK-MARKET.  Illh  «o  12th  SIS. 


tr. — ^f — — .-  . — v, 

Wwm's^MCT  B*«h 


I9c 


Another  WO  Bargains 


All  sorts  ol  ptrtooal  «nd  household  wants  can  be  supplied  «t  ih.s  sale  it  great  savings 


:-,i ». -, 29e I  MGits 'iS~  79 


We  cannot  promise  to  All  mail  ordcn  for  any  of  these  goods 


!      • '  : 


"<"" 


•ccs 


r-»«»^-»««t       -.  f  5€  I     r  rTiiru   m     ...  69C 


OMm'sOmM*  Game  Boards 


»•»»'  S»»««er»         CWM'f  Under»ais»       fuel  Shxk  Collirsc/ris'  Mllilarr  Reefers     Sin?  lag  and  Tat  KKrt  R»&  »lusBn  PIHow  Cases 


"*        lO^ltlwuMM  TCy  I  "2*'.'"*i  _____ 


"nr'd!"-!     15.00 1  ^iM»m    .      29C 


Girls'  Fine  Coars         |«andescenl  Mantl 


I    N    SrttilBIBWG.CO.    |   K.  SKUfNMJW  *  CO.    I    H.  SMILEKBWW  I  CO.     I    K.  SKEILEKMHK  *  CO.  I   H.  SUtUEMBUHC  t  CO.    I   H    SKEIUHBUTO  *  CO. 


IKINCMEN'S  SAL 


THE  SEMI- 
ANNUAL 


«KkW  ky  th.om.ftfe  of  UUmm  of  tkk 
wh««  Ik.*  dolUrt  curry  Ik*   grMlwC, 

tkia.oHof 


Clothing  Values  T 


CONTEST        .W'^ 


-..— 

Duck  Co«U.  Shetp>- Lined  Co«U 

" 


1,000  Dozen  ^  Men's  Gloves  and  Mittens 


At  Less  Than  50  Cents  on  the  Dollar 


Tto  (•  till  of  IW«»1>«  itock  of  tk>  Takar  Oov.  Co  .  co«iu>«i  lk«  MHBi  of  *v«ry  "«S" 
MSw«k«.    Tkm  «-»  ftoVM  or  BkH-MlwuMt  far  «vwy  tractor  mry  •»'»»»     Clovt.  far  th. 
mm  .kort,  Ik*  kovo-gfaw  far  Ik* 
So  fTMb  U  tk»  itoet.  w 

thM  ~ck  m*  rvwy  »>ir  of    l.v-  •><  _xum  >^kt  k.  MrtW  •»<  •«*«  I.  rM<y  far  th. 
Men 


BOWMAN  &  CO.  BOWMAN  &  CO  BOWlANA  CO.  BOWMAN  &  CO.  |  BOWMAN  &  CO.  |  BOWMAN  &  CO.  BOWMAN&CO. 

BOWMAN'S  ANNUAL  SILK  SALE 

Will  Begin  Tomorrow  Morning,  March  1st 

Silks  are  to  be  more  extensively  worn  this  spring  and  summer 
than  ever  before — such  are  Fashion's  dictates.  In  anticipation  of  the 
extraordinary  demands  for  silks  that  will  naturally  follow,  we  have 
made  every  effort  to  secure  the  best  values  from  both  Oriental  and 
American  looms  for  our  ANNUAL  SILK  SALE. 

Our  effort-  have  been  crowned  with  success  in  every  particular.    Never 

•re  now  showing.    We  have  marked  these  rich  and  beautiful   silks   for   THIS 
SALE  at  price*  that  challenge  the  lowest  prices  ever   offered   for  hifh  grade 


ABOUT    $35,000    WORTH    OF    SILK     TO-MORROW    MORNING 

WILL    BE    PLACED   ON   SALE.    EVERY   YARD   OF   WHICH    IS    UP   TO   THE    BOWMAN   STANDARD 

f  of  »Uk  to  b*  »tw>wp  k»  4*>    Mor*  •(  one  tim«  in  H*rri«burf    »nd  an    opportunity  which  no  p«r»on  should  fail  to  t 


Imported  Japanese 


Silk.  27  inches  wide,  will 
wash,  and  we  guarantee 
frery  yard  to  become 
more  beautiful  after  wash- 
ing. We  have  it  in  evrrT 
•hade,  also  black  and 
white.  This  quality  al- 
ways sells  at  5oc  a  yard. 

.Bowman's     Annual 
Silk  Sale  Price 


39c 


Pongee  Silk 

For  those  who  want 
Pongee  Silk  we  can  save 
them  money.  We  bought 
from  one  of  the  largest 
manufacturers  a  large 
quantity,  consisting  of  all 
colors.  75c  quality.  . 

Bowman's     Annual 
Silk  Sale  Price 


,  Boxbay  Nevertear  Stt^ 


49c 


39c 


Silk  Crepe  de  Chene 

Silk  Crepe  de  Chene  is 
a  very   popular  fabric  lor 

sion,  can  be  used  for  any 
part  of  ladies'  oulside  ap- 
parel This  we  were  very 

a  large  clearinghouse  at 
a  wonderful  low  price. 
75c  quality. 

Bowman's     Annual 
Silk  Sale  Price 

49c 


Black  Silk  Taffeta 

This  is  one  of  the  great- 
est bargains  in  our  sale. 
Yard  wide  black  silk  taf- 
feta, perspiration  and  spot 
proof,  will  shed  water  like 
a  duck's  back.  $1.25  qual- 
ity 

|  Bowman's     Annual 
I      Silk  Sale  Price 
{    10  vards  to  a  customer 


89c 


BOWflAN  &  CO 


318     MARKET  STREET,  HARRISBURG. 


BOWMAN  &  CO. 


254 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Our  Store  and  Our  Ads 


Duriaf  Lbu  Cin 
gmoiMd  t  nei 
It  WM  white  U 


»*r  the  ItM  Col.   G*tw  Bouck  or, 

hich  be  oootnJW  H  a  dicuwr 

ni  r-atfBf  -ft*  ColoM.  C.t*'i 

- 


kiiurant  mn.-el.- 

tk*  ^"^ 

i.  b.  W 

'ti  - 

Ik...  in* 
wtan  I  WM 


n.  II  K  •  kKtar  bM  ta»« 
loti..  w«k«,li»birl>«i^ 
«.  »nd  MlhM  lood  r~l-  •> 

b.    Yol  onrtot 
J  fill  to  ~i  .ha    ' 


>CMBROU<ffl&J 


With  this  week  we  begin  another  month.  .  Last  one  was  a  very 
busy  one  here.  Lets  make  this  one  busier  still  Well  do  our  part. 
Hare  the  stock  and  the  low  prices  to  start  in  and  all  we  need  is  your 
co-operation.  Of  course,  that  will  be  forthcoming.  Rod  this  ad- 
vertisement. Let  it  be  your  shopping  guide.  Cut  it  out  and  bring 
it  with  you.  We  want  you  to  see  and  know  that  we  have  the  goods 
we  advertise.  We  are  particular  not  to  over  rate,  consequently 
you'll  see  goods  in  the  store  with  better  eyes  than  you  see  them  in 
this  advertisement  Remember  the  low  price  road  leads  straight  to 
our  store.  These  mik  posts  only  point  the  way  to  greater  savings. 


Fin  «u  biud  coif  fe 
Tnwnkrf  Urad  tc 
ttc  vmianM  tar  M)>  Cfc 


JWIo*  UM   rafd   W  Soubcwf h  A 


THE  ROAD  OF  LOW  PRICES  LEADS  STRAIGHT  TO  OUR  STORE 

THESE  MILE  POSTS  ONLY  POINT  THE  WAY  TO  GREATER  SAVINGS 


WUB  BLiak/U.   Cam- 

foni  and  QdU 
b  It  *du  1       o»r  metal  -vJ.  kui 


.j     PL'ii.l    .*'•- 

i  •—    wb* 


W-il  B»*«ii  I*  *i 


S.OO  lU-ktU  J.SO.  Our  o*.  IPKI-I  orto. 
Uticd  bi*D»i*.  lU-craf -o<ldur«W*»otor«  fT4f 
Mtl  vbiU.  wl<b  tkBC])  bord«f». 

(Mb  .1  1^0.    Sold  BMt  ol  oar  1  00  <J.Hu 


fooJ  ••!•«, 

NMb«W  «4T- 

r  prw*  T6e. 


.' 

••  DMM  «M>  Mil*  b'lw  OM  b 

rU  o»r  ffo*  i..  I  /MT. 


TlaUfcdoJII 


H-Jr  |.  -.,    I,>L;.  - 
6*. 

bin   too*    r*M 
b-u  puM.  Ifar  no. 


ruolh  Br.»b**  -ocordlii*  toqa*JiW.  k  to     «e 
iMrBrMkM,  wUd  wood  bMfe,  oal}    joe 

BrMfeM,OMp»M»taCk.»t/Q^ [btt*t*M  Oc 

17  bMdM  Md-tecb  BrMbM  M I  W 


, 

b«tr  BDMI»,  l««Mkdi*iok,u 
lU  KMUB  BroabM,  bx>|  b*o«)M,  B 


Ot»0(tkJ.  rUn  proof, 
•pb-gCVdi.  Vrrr  •'/  »b  4*  inrib**,  T 
SOc  li>ih  BWc  I  I'm  -  cplwidid  f»bnc  -at 
too.  b*  f  on*.  FoU  j»rd  wid*,  MTortf  ooio 

a  tb*  nurkik     Fall   jwd   wide.      P»«   c 


New  Skirts-Pretty  Hade 


"lTuMdK*     A   III  III  ll«  11 
UAMto    TW,k«*  Ik.   IM*   X 


Cloaks,  Capo  aad  Shawls 

Sd*  Ijftfr  »  An  fe" 


•>  |IM  tMk.  Id 
hMMt  .  M  w 


Underwear  for  Hen.  Wo- 
men and  Children 


. 

In  b«.,  nUW  «~- 
»  obinl  <r  »UI>  «M 


oifc^    1m  a  »1-  w 
.  bo.  U.  tail  UX ifc •» 

V*   the     VMM     MMK      »• 


,  „„.,«     1  Your  Wile  Wants  a  Good 

Machine 


•on.;  >W  «•«  —.   b,   bu, 
to  to  b«r  OWB  irwk      AW    *• 

OMU  tavD  U>«  flrto  M4   ItMT 

•pMd  pteMMI  ••<  proBMM*  fcft  •! 


Fd  fal  AtuiMou  FIB  WU  tar 


Don't  You  Want  a  Better 
Shoe?. 

Wi  Im  ik  tea  T  «  Wul   „ 


^s-Wot; 


^5 — I    Ootk-4  to  Hen  or  Boys 


Lever  Prices  oo  Stapk 
Dry  Goods 


^     \  Hosiery  for  Papa.  Mama.' 
tile,  Willie  and  the  Baby 


A  Pmi,  »u,  COT.  A 

A.AHUM.IM.CM..        *• 


uma     1  "Jr.... 

>*~^*M*iJ  2~^£5f--t* 

'  TRZZXZFSt 


art-fs,-! 


tu^S 

tan  M*M  M   tM.  I. 
«JhMrf  M%    U<MMM 

te.  ni  I'M.  1  a «  1  tA MI VhM.    w.^f« 


You  will  note  that  "Lower  Prices  on  Staple  Dry  Goods"  is  ten  miles  to  Scarbrough  & 
Hicks.  Also  note  "what  a  dollar  will  buy  here" — twelve  miles  to  Scarbrough  &  Hicks. 
The  reader  is  likely  to  puzzle  some  over  the  meaning  of  this,  and  as  it  is  not  likejy  to  bring 
anything  in  the  shape  of  trade  to  the  store  it  cannot  be  recommended. 

The  Emery  Dry  Goods  Co.,  Danville,  111.,  recently  purchased  5,000  yards  of  silk  at 


NOVEL  SALES  PLANS 


255 


ei  ami  advertised  it  iii  a  very  attractive  manner,  so  attractive  that  it  was  effect- 
ve. The  silks  were  sold  ami  that  is  what  the  advertisements  were  used  for. 

The  first  ftdTertuemeni  announcing  the  sale  is  n-|>  rod  need  here.  It  speaks  for  itself. 
The  i.lea  of  reproducing  a  portion  of  a  newspaper,  showing  conclusively  that  the  purchase 
was  no  fake,  while  not  new  is  a  good  one.  lt  sl,mvs  distinctly  that  the  silks  were  sold 
at  auction.  The  Kmery  I  )ry  ( ioods  ( Jo,  claim  their  buyer  was  there  and  that  ."),()()()  yards 
were  purchased.  This  advertisement  was  merely  a  preliminary  one.  Others  followed 
describing  the  goods,  giving  the  .juantitirs  and  prices. 

Then-  ha\e  l)cen  thousands  of  dill'erent  kinds  of  sales,  but  there  has  perlmps  none  ever 
been  held  <|iiite  so  out  of  the  ordinaiy  as  one  held  by  this  same  firm.  They  announced  the 


AUCTION  SALE  OF 
PLAIN  AND  FAJICT  SILKS 


&he  Great  Silk  Sale    ' 

Monday,  March  5 
5,000  Yards  Jill  'Bought 

At  Auction 

See  Saturday's 

Commercial-News 

For  Jill  Details 

Emery  Dry  Goods  Co, 


sale  as  a  "  I  lappy  Week"  sale.  Every  bargain  was  a  smile.  "There  will  be  large  smiles, 
small  smiles,  smiles  of  all  sizes.  If  you  haven't  smiled  for  years  you  will  surely  smile 
next  week."  It  was  thus  they  announced  its  inauguration.  The  advertisements  tell  the 
full  story.  The  two  small  advertisements  preceded  the  largest  one,  and  merely  announced 
the  coming  event.  The  editor  of  Drains  in  commenting  on  the  sale  and  its  advertising, 
said : 

"  The  writer  would  be  willing  to  wager  that  the  management  of  The  Emery  Dry  Goods 
Co.,  of  Danville,  111.,  wore  a  continual  smile  for  some  time  after  the  'smile  sale.'  The  idea 
was  original  and  out-of-the-ordinary,  yet  was  not  'funny'  nor  'cute.'  The  arguments 
are  all  common  sense,  business  getting  talks  on  good  goods,  and  plenty  of  prices  are  there 
to  prove  the  reductions.  Of  course  the  intention  of  an  ad  writer  is  to  get  as  many  people 
as  possible  to  read  his  advertisement,  whether  they  are  interested  in  the  goods  or  not.  The 
small  advertisements  that  were  printed  in  different  parts  of  the  paper  at  different  times 


"Happy  Week"  Tues.  J* 

'Bargains  That  Will  M&k?  You  JVm7e 

Lots  of  Happy  Haying*  in  Every  Lim 

Thia  la  anra  to  be  tke  fcllieet  bnytne  week  yoa  ha»e  e»er  had.  Notkrnf;  will  mak.  yoa  happier  than  to  W  abl.  to  bay  BoeraarlMa  at  bit  aannca.  Snulea  will  ba  avorywhara.  TV*  | 
onr  January  Clr.r.nr,  aala  of  all  odd  lota  and  aurr.lue  rtoeka  of  wiotrr  merekan.liar  W.  an  determined  In  nuka  tht.  tke  aantt  cajgliea  and  nxrriaat  ki*d  at  a  work  of  bannin  rWnj 
Tke  more  you  buy  In*  more  yon  aara  and  eo  your  amilra  will  ba  nor.  in  proportion.  Coca*  early  and  yon  will  wanr  Ik.  larraol  naet  of  a  araila.  Ton  eant  raaiat  th»  fun  of  aanoR  aaana| 
ao  eeaily.  There  will  he  a  amil.  for  erery  Hem  Ja  e«r»  one  la  of  Ib.  amile  briirpiaj  kind-wbrre  Ik.  pore,  ara  M  law  Ikry  eaake  yo»  lama.  To«  will  ka»e  tke  jalUeel  tuna  inaaiaakt 
when  yoa  furur.  your  wvinra  after  your  purehaaea  are  mode  Ita  almoat  Ukr  I iviof  you  tlw  money  in  eaak.  tkaae  pnoa  radneuona  ara  ao  ndiculooa  If  yoa  fad  ekaarlaaa  all  tke  bettar^nwl 
barfaina  can't  fail  but  chirr  you  up.  80  com.  and  Uugh  witk  lu 


Smiles  and  Money  Saving  is  the  'Best  Combination — Don'/  JWss  Trying  it^  Tuesdt 


Jolliest  of  All  Silk  'Bar  gains 

titta  wfll  b«  to  gbM»  tl-g  < 


. 
h  "  hifh  ""P*    Happy 


, 
.  dotl«L  «*np*d  and  mall 


-^  ^ 

25c 


nwrrtt  pattern*  in  plaid  7S«  all  «4k  Pe«a  d* 

-te   wal.U,   wtrtb    »*  in  wlM.     dar*     *»d     U«ht 

rf  7»c.  lb«  bert  «p  to  riat*  brtwn.  h(H  bin*,  whit*  awl 

i(fii*.  yotill  b«  d*-   -Cn>  er*-aia.    You'll    «au 

kt«d  ft/  »»-*      »  ^*  lt 


- 

phnuM  h*  tikea  advaoUi; 
(luring  )UptV  7Cf   fr 

Wwk  fiw  .  *.rt....^»  J*-  7 


Mrs.  Eoff  Will 
Make  You  Happy 


nil  ba  raada  by  our  Apart  nun  laiUr 
ton  anaUnl  kaaiine  uytnini  Mur 
K9 IOTT1  rot  J»  »-  li ..  in  Mr.  Eoaa 

of  mrrckand 


of  tka.kappy  fraturaa  «f  t>»  »r*k  IVir*.  ka*.  bMn  aaali  taal 
.ly  inanditila  wbni  Ik.  rla.  of  wart  »  aag.lrril  and  aW  aoalily 
rfiaa  la  abown  Tank  of  it.  a  atnr«r  klat  rlaai  laitand  (araxal 


nud.  of  »1M  anH  Con  „.„-..:,  wK^k  ,~* 

wttk  a  (uaranlMd  ulin  llaioa  or<at<k.  *u*rtr/  COO    QC 

...   tailored     .    u.,1.    pr«-«r.   .1    rKk   i/V.8b 

•6X1  Ifm  rO»  |>7»~llrr.  la  wker.  Ik,  nal  ran  kafia»  A  Wou  U.  «0 


inlrrval  in  tkla  f. 
K-'ff  make  yoa  a 


$37.50 


7"tyo  Dress  Coodf  Smilei- 


ki|k  aa  K  JO.  atv  AH  n>  i 


UnderWear  and  Hosiery  Will  Make  You  Smile 


, 
i*     ia  .sir*  Kftdd  qualitiM  Ikat 


k  florr    qWAlMMO.     i  -M 
.  Sp^ekl    B«pp7    V  -.k 


•l.»  ..lura,  bill  » 
fn»  ........ 

Hake  tke  rnil.lr.  n  merry  witk     Hera  wkara  tke;  all  arallr.  rail. 
ft  pair  a<  a<lra  kaary  aananl     drfn'a.       ' 
i»a<ltiatar.tk>baalTal»aai>     in  ..Ir.  _ 

**^B   »«fr™*...J,-...-... .......HC  Ha^J'we.Tf.r  a  pair  ..VC  JniT." .". KiC 

Eitraiood  quality  in  ebildren 'a  A  axiod  n.nalHy  ba  Ladiea' klack  Beat  Ifa  endd  a  ananaere  kona. 

aebool  boa.-,  equal,  any  19r  ral.  an.l  aplit  fool  kana.     You  out  allk  or  Waal  Ina  .nd     krrt     to 

ue    elaewbere.       Hpecaal    price  brlp   bat   afflilo   when,  yoa   ore  piok,  kroe.  un  Biwt  rej.  Sp*-i.l 

"Braid,  "Button  and  Embroidery  Fun 

Two  anile  prodocm  from  tba     Fun  in  the  button  arrtion.  all     All  of  oar  C.OO  a  donm  fanco) 
laea    department  -  35e    oorari     kind,  of  pretty  bultona,  wortk     hullona  dunne;  Happy  Wr*k  eo 

°        rat»"..<'"°'.T...r..?!....  1C     for''r'ack.''onl»*.".'* 2C 


and  «5e  !..«  nmnanta       tn,     r. 

•"'<""1"1  .....  '  ......  '"       A.>p,.«..r,, 

nru«l»tl  rf  braid.  pralU  d»     nainaook  rmbroid.rWa    np 
BaiaTWrtk  10.  a  jud-rlappT'   toor.  in.kn  wida  and  worth 


1C,- 

ajw    v 


Smiled  Yet?    Read  This  Jolly  Netos 

UOOynr.1    J    raO    kafcanrf     1  J»  >»wa  W  AMMIM,  A  F.     JO  tort  Cotto, 


nil  w»addMl..al,  patima  nn4  wo.  agatlkla  far 

w.iJrvlMT'. I5c  $£$£&.....&  ZSZZ::        * 

•un4a     Oaxkaaai    k     pta^a.  Xatra  kaa'y  online  fauanH    to  41aM  New  Tork  1101 

atranaa  anal    rkaaka.    paafertly  ba*t  aad  Jark  cvara  of  auol.  ram  ura  -I,,    ba. 

aMaalano.  A  nfwlar  Tirana,  mnwaaand  platta  Oar  te  lend.  mn4y  far    oar  A    ra) 


CMIa» 

n'ra  tra«r.  JMI 
mnkeyonaav...  jr, 

A  pa. .4X 

••••-'—     — --i*.    KMWHU C-MBta.^* 

atMlNpfiullaa^rla.  1790  yaewa  of  an  nakl.iatil  Ira  lar««,.,,l  kr.,y.  O»  rea> 
lorn  and  keaanard  and  randy  far  araalra  ton  It  toin  wide.  A  wtar  U<  <aaLiy  ToaD  anja 
««r  A  i.v  ..lu.  Here  a  wkara  rrfolar  •  14>  aohm  Dwfwjff  w»an  HnptT  ViVk  warn  yaw. 
yo.11  -uki.  Pro.  ,.»  Haary  W^  aW  C,  or.  tax.  U,  a  p.,,  <;• 


a  ~'»    A  (ml    Yaktt    far 


ll.pf,  W»k. 

""-* 

«la»ll  M  aia  , 

and  k  I  —  I  aa»l  randy  far 
' 


,*-^  ......  ,  5c  ar."-^-."".  .....  62c 

IM  Or«7  and  Tan  CnOon  Baan.      Ealra  War,  U4  U>  aattan.     104  frar  an  want,    m 

•    ' 


pair,  at  ..........  9I.<V  »»k  f 

A  fan  aia.  IM    Crry'rwaai     IM  rr-T  ~  I..  ~«oc  blaak.l.  IM  nTT  ar  wkat.  al 

fllaokrt  wilk  rrd  ar  ptak  bar*-      in  wnrkt  la  »MMl  I*    a    wo»l  blaakrta.   ritrm   Itrrr 

ara.  .\    at.ndard    kunkrt    far     Wankrt       A  r.*  of  ik*ar  nun-  full  a,,  pnnDda  la  w 

fi,4^..*"*,   90c  f..,'-.'1.'"^:  $1.55  VXU™.  ...... 


Little  Linen  Prices  Make  Large  Smiles 

HarVi  whara  you  a»ya  monar  oa  moat  itapl.  nacaaalUaa   It  »  ifl  maka  ararjona  imila 


W  inrh  fine  bleached  (able  danaai     18i"4  "»«  '"nffed  dreaarr  ararfa, 
ill     linen     .worth    65e  n    yard.     Plain  white  and  rod  bordera.  At) 

J..KS5. .'.  ...50C      aae."!^.8^, 

Laces  Laughingly  Priced 


^« 
IOC 


i-"?'--* 


wk.n  you  are  tliia  lot  aall  dorinf     ">ekea-  Sneaial  phea  during  Hap.     a  yard,  go  in  tbc  nr>, 

BWWC....I.,..,  1^*3+ .9c  5,r.-.'>.k'erv'7...;;;Vh;bro.d 

nd     anile.  A  kM  of  all  different    tie- 
in  pretty     Peraan     Ti 


A  tnrrr.  I, me  and  a  «r!at  banain      innli'l'r  Apr'li" 

y*B  wiU-kavvjf  joa'way  .ov  8»     the  kooae  will  _^ rrf     __  ___ 

«rfk"*                        "     ISC  J'""*""'"*      "*  "  "ilCf 

y»rd.... ««Jv    yard .iJt 


Smiles  in  Leather 

Goods  and  "Belts 


ai  SO  Brown  and  black  Vanity  Bap 
Ihndla  or  atrap  bark.  Happy  Wrrk. 


Qo 

'  J69C 

a  pair 

.39C 
'.We 


Jolly  Value;  25c  Golf  GloVes  19c 


Men:  HaVe  a  S^r.ile  Wit.')  Us 


Darinf  Happy  «r.-k    w,  win    rl«M  Yo«1l  br  narrry  wa.  n  rr,  aaa 

oat  all  oar  mm 'a  forr-in  kand    and  »".  an'.  IWrrf  aki.t.  and  dr.' 

Oft.  aril  h,rr  Happy  Wrrk  lor        • 

J~"  ra.b  J 


How  can  yoa]  kelp  ff 
'  en  wa  ara  rloaaMJ  awl  «•. 

"f  o«r  »e  neckwear  for.  .    I/C 


Tba  «reaM>  SOr  wondrr    yoa    e»rr  Men.  we  II  complete  .car  koala) 

•aw    A  kaptry  anule  will  appear  on  with  a  na.r  »f  all  wool  II  00  «_ 

roar  fane  wkra  yoa  ar.  Oft  ar  akirt  f~r  Ik.  aaull  pnea         j 

tk^al JVC  rf^rh ' 


2  at  The  Emery  JYore 


ippy  Week's  Great  Savings  In  Every  Line 
7/7  Cure  the  Worst  Possible  Case  of  'Blues 


I  IM  Mm-Md  M  Mrrtr  M»     )M  Ml  M  MkMHf  •Mr  wllk  I 


*ry  ~rwr  *f  tk»  ff*«.  .tow.      U    money 
will  trU  cbatprr  UUa  «w.    It    vdl    «k» 

prnuJy  Ptan  «*<!*  from  <b«  cboicrat  .k.nt 


l   f>v«  /«•  «nf  fa*   B»«7  lilt*  go*».    Tkt» 


>  »••>»  r^T  ••   XtMt  Mftr.  Mm  .«— .  tkM  MB»  MM1  W>  M  MBMt  W  IkMI  (TW  BOO. 

Pro/i/  By  T*e.i«  Happy  Week  Savings  and  You'll  Start  the  fi  eta  Year  Right 


Happy  Salt  Netas 


CrMIC> 

£•<* 


.  Ill  01)  COW  ^J  •  kWk    kl.e 

.  ".-I—  *^  f>/\  «w  KU>  M 

*..   *4.Hr  •«.,*.« 

•M  fi~r    «••»•€  UJ-.1  kW 

•  »  ktaek.  UM  —  J  t~«  MM  —. 

M*  HIM  IM.  .W»M4tra 

$9.85  S£  "* 


Clo  CA 

$12.50 

M<  tfcrrm 
Wk.  •__. 
lM4«IM 

$U.8S 


Here's  the  Most  Fan-Ladies'  and  Children's  Coats  Ridiculously  Cheap 

1m  MO  MTU  mi  ««•  Mm  1~T  l«  »  .  -MMr  »*  «M»  «ut>.  WUh  ten  cV.f.  jan  ni  U,.  Ur^i  .nil.. 


££..  $3.98 


.                                              .  _ 

«.„.,  VT-k               tl  08     — *>!••*  M»«|  A  ••  H.pp,  W«k            CM    DC 

.  J-ri.  *J-"8     >«  H.n>.  •«*       ,*3.W       CtlU'l  prk-.,. i>l4.tt:> 

T           O.Um'i  WM    ttnM  ro.n     Udm'    BlMll      »t~r      ud           Hl>lm  Wil.'  nlri  Knr  Kirk  Kn»ex 
'          ' 


'k":  ..$7.50 


On*  of  Our  Sure  Cures  for  the  ^lues-Happy  Fur  fletos  - 

MOO  ....,   »l.k    .. 


w«.       j3  og      "•"  $12.50 

•^.IKM  *?&*  rS^wtJs 


$45.00 


Head  of  These  Skirt  Chances—You'll  Smile 


LadrfV  fancy  knob  chaviot  f*n.-.v  kil 

>liu>  and  black,  rafiilar  *1150  .kin 
nnhr.M-d  of  price  in  our  <*»•   AJ\ 

Happy  M  for ,..$5.00 

PJ  pleat  kilted  I'tntma  nil 


•dtW     PlMMft  r«tt»d   kdfth  .kirtf  in      KiH»4    Skirt*      p,rr    kfltr.1    hotlom,    f«u.-y    p»'"-|   nkirt- 

kM  .Bla/k  aiMl  bmwn.  21-forr  kUlM        Cf    O^      »  blur,  black  <md  brown  JI-IM  .L,rt, 
.,o.,,«*r,H.l,pr     ^jrft       *  |i:"..HmPPf*± $6.50 


Jo//y  Savings  in  Waists-Petticoats,  Etc. 

f4     I.'—'  MAt  ud  »:»  AIM    UtM-  KM  «Kl  »00    KM»  U*>'    Mir.    >M    MM    A>   I 

Q/     r.>-.  \m>  ...tm.  Md  BMhM.   »..!«.  Md  AlWtrMi    Wuu.  I.UMI      vMd        KMnrlrw, 


'       "' 


.$2.9 

.'  «9M  Mj  M  S» 


. 

Sr  !^  .....  50c  Si'^  $2.75 


Sff.1^.  *i.oo 


Curtains,  Draperies 

L*K  I— Orirf  lift  nutaiM  in  p«tn  Lot  S.— <Mi|  umplr  rnruinii  nnmL> 
aort  half  pain  tKat  <>«  h»vr  vlrrt-  in  li.lf  U-n»rth  Jm>t  whit  y«u  want 
•d  froM  Mtr  atofk  U»t  »»t<l  >'P  to  f-r  «h«rt  window,  ill  in  |  C  O^  • 

•&  pair  >•  iwo  lot*  r  A-      m  Ihia  tot  at.  r«ch *  JC  "^*   ^ 

•pwiatly  prwH  at  73«  and  -*W*-     „       .  \lCi\ 

LM  S-OJd  IMC    eurUiiM   »v-AJy     »  '«•  enrta.n  m«m  m  rtr.po  \-^,» 

JulfjMir*  that  ««ld  up  to  fcl.OO  •  •>«"!  fiso"d  *ff««^  -wily  wW 
pair  SpwUll/  prirM  io  IJC  Kt  I5c  Special  Happy  ftf 

thHt  lot  at  wb  39e  aj>d  . . . .  *  -*C      Wr,-k    price    ...      .- T** 

TSedrapif*  aiTk*  in  all  colon  Uk«  (in  00  Pm-BniM.rt  Art  Square,  tl.vO  rrtrw  curutai  in«ll  new  anil 
y««r  clMM.*  «f  i»r  p»ec«  OH.-  5al-  to  °"™ul  *««i«.  A  cboiw  dr»rablc  ^n,bm»tinn« .,(  QO. 
oa  (W  t*Mt  at  . J"*1  ™*  '«"•  n**'  moowi,  (Key  »r«  colnra.  Spivinlly  priced  ...  ^w** 

Spn-ially  J»TH-»* *<K  |^f,"(  p^Bn".^!'^.;^  and V^JW  U( .Untab*,  •««•    $4.98 

30  p*ira  Tipnlry    r»<l'>rr«    Cur  tnlu.ik.in  (trimtnl  .-ITcct*,  a     very  9.12  \Villon  V.-lvcl  l(uc»  tlml  M' 

UUM  .til  MTW  JfMMhl.-Vnlftr*.  i>"  M-nnc^ablf  rue  for  »     low    prie«  •*  at  925.00  to  Orient*)  wiJ  two 

old  onm  in  tba  lot  ih->'\'''-  »"UJ  with   frinno     corner*.     You  •  will  toood  r«da,  inly  nine  of  thaw  m^a 

IUpp>   Wcrk  pr*w*.'    *3.98      p7ir"*:...V- .T!5I-9o      wWe'thJ/Urt**!*1"    517.50 


landkerchief  Fun 


+r  *» 


IM  W-rth  -p  t-  13*  Meh  2  5 

Ijr  Bn-  «f 


ml  Artrf  tri.M.w-1  f.«ry  *(nrln  in  *H  prMly 
L   E»*rr   «»v   v-nk   ttp  M  »I  »    Jwt      lo 

.....  ..    59c 


Ribbon  }A  erriment  Galore 

gr-.J  ribtxm  » 


*.vB  i»M  fw  *1  00  K  yard.      4-"»ch  *ll 
ar»  t«t  rto-t  Happjr         Oft.      •""«-  "•  hlllp-  Hrnw 


Happiest  Millinery  'Bargains 


o  th*n  boyiag  t  ••*  bat—  «apacUllr 


«  »irr<-«t  valur  at  »300.     Wo     oar  »5.00  ka.1. 

CAo/c.  P^C  £T0cA          CAo'"  ^/.PlJ  Cae* 


"Best  50c  Coif  GloVes:  Happy 


258 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


worked  people's  curiosity  up  to  a  point  that  persuaded  every  one  of  them  to  read  the  big 
advertisement  when  it  appeared.  One  important  point  in  the  up-to-date  clearance  sale 
is  to  make  it  attractive  and  interesting.  Many  ad  writers  go  along  in  the  same  old  rut 


&here  Will  Be 

Large  Smiles, 
Smalt  Smiles, 
Smiles  of  all  Sizes 

If  you  haVe'nt  smiled  for  years  you 
Will  surele  next  Week.     The  coming 
eVent  Will  be  the  jolliest  you  eVer  saw. 
f»7    Watch  for  eVery  detail. 


when  they  might  dig  up  interesting  facts  for  special  sales.  We  don't  know  whether  the 
smile  advertisement  worked  in  conjunction  with  window  display  and  blue  tags,  with 
smiling  faces,  but  if  it  didn't  it  lost  a  great  deal  of  what  should  have  been  gained.  After 


Did  You 

EVer 

Smile? 

Che  Emery  Store  has  a  sure 

care  for  the  Worst  case 

of  blaes 

Watch  for  the  details: 
You'll  Smile 


such  an  advertisement  all  of  the  clerks  should  have  been  instructed  to  smile  their  prettiest, 
and  there  should  have  been  plenty  of  'smile'  posters  and  'smile'  price  tags  in  the  window 
to  keep  up  enthusiasm.  There  should  have  been  smile  circulars  and  rubber  stamps, 
package  slips,  etc. 


$art  Jibe 
ADVERTISING  OF  SPECIFIC   LINES 


INTRODUCTION 

IN  PART  V.  will  be  found  a  very  practical  exposition  of  the  advertising  of  different 
classes  of  wearing  apparel,  foods,  drugs,  house  furnishings,  etc.,  banks,  trust  com- 
panies, real  estate,  gas  and  electric  companies,  laundries,  etc. 

Believing  it  much  easier  to  teach  by  example  than  by  precept,  a  great  many  specimens 
of  real  advertisements,  clipped  from  many  newspapers  published  in  the  East  and  West, 
North  and  South,  are  given. 

Some  of  these  specimens  are  good  and  some  are  bad.  In  every  case  the  writer  has 
fearlessly  criticised  them,  whether  they  have  been  written  by  the  little  merchant  around 
the  corner  or  by  the  high  salaried  advertisement  writer  of  the  large  department  store. 

The  good  points  have  been  pointed  out  as  well  as  the  bad.  The  type  arrangement, 
the  illustrations  and  the  grammar  have  all  come  in  for  their  just  share  of  criticism.  \Ne 
might  concede,  however,  that  some  of  the  advertisements,  that  have  been  adversely 
criticised  have  brought  business.  But  any  dissenter  who  might  take  exception  to  our 
criticisms  must,  on  the  other  hand,  concede  that  a  better  advertisement  would  in  all 
probability  have  brought  more  business. 

We  have  given  the  address  of  the  firms  whose  advertisements  we  have  reproduced  so 
that  the  reader  might  know  in  what  part  of  the  country  they  were  used. 


CHAPTER  XXXIX 


BANKS  AND  TRUST  COMPANIES 

ONE  would  think  that  everyone  who  would  have  any  use  for  a  bank  would  know  all 
about  its  functions,  but  this  is  not  so.     Most  persons  know  that  they  can  deposit 
money  in  a  bank  which  will  draw  a  certain  amount  of  interest.     Many  do  not 
know  that  a  bank  will  usually  loan  money  on  good  security,  nor,  that  if  they  want  to 
send  ten  dollars  away  that  they  can  buy  a  bank  draft  instead  of  a  postoffice  money  order 
or  express  money  order      There  are  lots  of  other  things  that  a  bank  does  that  the  people 
would   like  to  know  about.      Many  would  take  advantage  of  the  business  privileges 
afforded  by  banks  if  they  understood  what  they  were. 

The  lulvcrtisements  of  the  First  National  Bank,  Bradford,  Pa.,  and  the  First  National 
Bank  of  Pittsburg.  Pa.,  are  not  calculated  to  do  much  toward  informing  the  public  of 
what  they  will  do  for  them.  Neither  will  that  of  The  Traders  National  Bank,  Spokane, 
Wash.  These  advertisements  are  survivals  of  the  old  style  business  card  in  use  a  hun- 
dred years  ago.  They  represent  the  conservative  element  in  banking. 

It  is  a  fact  that  some  of  these  conservative  bankers  do  not  believe  in  lowering  the 
dignity  of  a  bank  by  advertising  in  any  more  explicit  manner.  They  will  take  a  promi- 
nent station  in  social,  political  and  business  circles  for  the  purposes  of  advertising,  but 
when  it  comes  to  offering  a  bank's  services  in  so  many  words,  they  shrug  their  shoulders 
and  claim  it  is  not  dignified. 

In  the  olden  days  when  there  were  few  banks  and  little  competition;  when  people  had 
not  been  educated  to  the  proper  value  of  banks  and  banking  institutions  this  method  of 
advertising  was  good  enough.  The  whole  aim  of  the  newspaper  advertising  and  the 
printed  annual  statements  were  to  clearly  show  the  stability  of  the  institution.  For  this 
purpose  men  whose  standing  was  largely  known  were  placed  upon  the  board  of  directors. 
Their  names  were  supposed  to,  and  did  in  those  days, 
lend  a  certain  amount  of  stability  and  security  to  any 
undertaking  in  which  they  were  interested. 

The  Savings  banks  were  perhaps  the  first  to  start 
an  educational  campaign  for  the  purpose  of  increas- 
ing their  savings  accounts.  A  bank's  business  is  only 
bounded  by  the  amount  of  funds  they  may  have  for 
conducting  that  business.  Their  profits  come  largely 
from  loans,  and  the  more  funds  on  hand  the  more 
loans  may  be  made,  and  consequently  the  more  profits 
will  accrue. 

The  Planters  National  Bank,  Richmond,  Va.,  is 
a  type  of  bank  advertisement  that  was  in  vogue  a 

few  years  ago,  and  may  be  met  with  yet  in  some  of  the  smaller  places.     These  were 
educational  in  a  way  and  were  intended  to  urge  people  to  begin  savings  accounts. 

The  advertisements  of  the  Union  Savings  Bank,  Pittsburg,  Pa.,  and  of  the  Commer- 
cial Bank,  Bay  City,  Mich.,  are  of  the  same  order.  The  efforts  are  crude,  but  serve  often 
to  accomplish  their  purpose. 

The  Trades  Union  Savings  Bank  &  Trust  Co.,  Memphis,  Tenn.,  and  the  Union 
Bank  of  Savings,  Los  Angeles,  Cal.,  have  specialized  and  from  their  very  name  appeal  to 
the  working  man.  The  arguments  used  in  both  of  these  advertisements  are  above  the 
ordinary  as  are  the  whole  advertisements. 


The  Traders 
National  Bank 

Oldest  Bank  in  the  City 

Banking  House,  Riverside  and  Howard 


At  the  last  meeting  of  the  board  of  director*  the 
capital  of  The  Traders  National  Bank  was  increased 
from  three  to  six  hundred  thousand  dollars.  This 
makes  The  Traders  National  the  largest  bank  in 
the  state  of  Washington. 

Security  Offe.-ed  to  Depositors 

Capital  rtock $600.000.00 

Surpliu  and  undivided  pro&U  .  .     275.000.00 

Stockholder!'  liability \    600,000.00 

$1.475,000.00 

Commercial  and  Sailings  Accounts  Solicited 


DIRECTORS! 

M.  M  Cewley  Aired  Cootd* 

J.  Elmer  W«H  Prtnek  CM 

A.  K»So  N.  Fred  E-, 

ARCanpbJ  Jamc.Mo~.h- 

D.  M.  DrumheH« 


A  Bank's  Success 
Community's   Gain 

N  conducting  flit  afiaira  ot  fbia  bank 
IoSe    management     hae     alwaye     be- 
lirvtd    dial    nun   ol    good    buiintta 
judgment     and     conservative     idea* 

lli              d                           b     k 

ducted    on  cafe    and    atriclly    butiucM    lino  : 
dial    it*    growth    and    eucrrw    are    the    com- 
rounity  '•  fain  :  thai  auch  a  banV  brat  prottcta 
die  iatoieata  of  ita  depoaitora   and   tJiua  prove* 
ita  greaten   help  to    die    coromrrciaJ  develop- 
ment and  credit  ol  the  community. 

Draaera 
IU»  U~—                   J.  0  hr~U              J^_  C  T^l, 

u-  A^_,             v  D  v^«       n«.  r  w«. 

D-*.  I^k, 

mono  STATts  otPosnAtT 

The  Old  National  Bank 

ol   Spokane 

FIRST  NATIONAL  BANK  OF  PITTSBURGH. 

HFTI  irtwe  in  wow  srtur. 


CAPITAL,  )LIN,IM.  SURPLUS  ud  PROFITS,  J2,J2»,»» 

ASSETS       -       -       » 1 7.600.000. 


FIRST  NATIONAL  HANK,  Bradford.  Pa. 
emm.  tiso.ooo.    -    minus  tm  PROFITS.  s?so.ooo 


E  I.  !'!••   A-  '  C 


^  Our  Savings  Department 
pays  4  per  cent  on  all  ac- 
counts of  $  1 .00  or  more. 

<J  No  withdrawal  notice  re- 
quired. 

<J  $1.00  open*   an  account 


Exchange  National  Bank 

Bro^u  Stone  Bank  Building 


..H1.  tkh  Baak.    Such 
..    witk   th. 
el  lalercM  aim 

tteacktl        

to  lake  aaVaatage  <rf  oppertmttlcs  Ikal 
otkcrwlx  wiMhl  be  cUaad  to  hloi. 

.!>.--•«  aa  ..icon!  wltk  Ikli   Baak  to. 

oiahr.    A  >iaalc  aoRar  will  alart  >o» 


Tte  Natal  Savings  Ban! 

of  Ow  Chy  of  AltMoj. 

7(X72  State  St.  Albany.N.  Y 


Orpolu  lad  tarplul  Jiniurr   1M. 


$11,869,695.27 


How  to  Save  by  Mail 


FIRST    IN    THE   LAND. 

4% 

Savings 

Deposits 

NORTH  AMERICAN"  SAVINGS 

COMPANY  P~*  Am  -*  n-h«  a»i 


cola  Trr«l  CM 


mciAL  Una. 


42  TURS  III  BUSINESS. 


SM.000,000.00  tSSEIS. 


IS  000  OEPOSI10RS. 


/Sovereign  Bank 


of  Canada. 


I  Are  you  going  to  Europe  this  Summer?     If 

so  you  will  find  it  most  convenient  to  have  a 

Letter  of  Credit 

Call  and  Me  na  about  it. 
Bank  Drafts  aid  Money  Orders 

at   lowest    rates. 


W«»  fjxi  bueh  Op.  tttlfdn 
*~a*lit.ru*rlXt      Or. 


ChecKing 
Accounts 


.  .     o 

Inicrtx  j:'o,,,d  ..  ,!««.  bui  ,l  ,„„  I,™  ,„,,„,,  ,.,  i.,,  ,..«,  io<  L, 

"""  ™Wc  nlm'l""  *l''"'  V  'n  °"'  ^""^  ""•""""•• 

The  Citizens  National  Bank 


THE  KEY  TO  THE 
DOOR  OF  SUCCESS 


COMMERCIAL  BANK. 


/    7*e 

/Sovereign  Bank} 

of  Canada. 


Protect  Your  Children 

BV    ENCOUBAOINtJ    THEM    TO    SAVE 


Minn       +**mm*»*v* 

JI.UU  SAVINGS  DEPARTMENT 


Tli«    R«««lor    Depositor    F»rot«»et«    Hlmwelf 

W*rt  End  Branch  Open  8»rnrd«r  Evening.  7* 
Of.  St.  JatM-m  Jf  St.  JW^r  »«.      «w-  ««»  *  «•  Calhtrtu*  *«. 


264  HOW  TO  ADVERTISE  A  RETAIL  STORE 

The  Old  National  Bank  of  Spokane,  Wash.,  strives  to  lend  dignity  to  its  advertise- 
ment. This  it  does  at  the  expense  of  the  advertising  value  of  the  advcrtisumnt.  If  this 
was  a  page  of  a  booklet  being  sent  to  business  and  financial  men  it  would  be  all  right. 
It  is  good  argument  for  a  high  class  of  depositors.  But  it  is  away  over  the  heads  of  the 

masses.     It  will  hardly  get  a  reading  from  the  \\ork- 

THE  ingman  who  has  but  few  dollars  to  deposit  each  year. 

ONION  SiYINfiSJUM  The  Exchange  National  Bank,  of  the  same  city,  se- 

cures the  result  striven  for  in  the  Old  National  Bank's 
advertisement — dignity,  without  loss  of  power.  The 
message  will  appeal  to  many  poor  men  who  will  be 
glad  to  have  their  money  earn  four  per  cent,  per  an- 

cu.-th.y  .»  laying  th.  foundMion  upon  which  tor-  HUHl.        The     Conditions     SiTC     >  i  1 1 1 1  >  !i '.        Deposits     of     OHC 

tan»«»boai-  dollar  are   accepted   and   may  be  withdrawn  at   any 

THIS  STRONG  »Af*  PAYS  r  J  .  »1V,I 

***         .     vb COMPOUND HTUEST.         time    without    notice.     Ihose    two    words,       Without 

Notice,"  should  be  made  the  keynote  of  many  bank 

advertisements,  because  there  is  an  idea  among  many  who  are  not  versed  in  banking 
usages  that  it  is  necessary  to  wait  a  certain  length  of  time  before  they  can  draw  out 
their  money  after  it  is  once  deposited. 

The  advertisements  of  The  Sovereign  Bank  of  Canada,  Montreal,  Que.,  are  good 
because  they  do  not  try  to  cover  every  point,  that  might  be  made,  in  one  advertisement. 
This  style  of  advertising  has  been  often  styled  the  "Bull's-Eye"  style.  Th<  ad\ertise- 
ment  that  uses  too  many  ideas  at  one  time  is  its  antithesis.  The  "Bull'-  K\< •"  style  is 
preferable  at  all  times.  The  catchy  rule  work  in  these  advertisements  makes  them 
attractive. 

The  Citizens  National  Bank  touches  on  a  good  point— the  ease  with  which  payments 
may  be  made  by  checks.  Any  one  can  easily  understand  that  an  advertisement  like  that 
of  the  Citizens  National  would  be  more  likely  to  produce  depositors  than  would  either 
that  of  the  North  American  Savings  Company,  Pittsburg,  Pa.,  or  The  Hartford  National 
Bank,  Hartford,  Conn.  The  latter  advertisement  should  have  contained  a  little  more 
information  about  the  bank's  facilities  at  the  present  day  and  the  former  should  have 
contained  much  that  it  does  not  and  left  out  the  "first  in  the  land."  What  do  people  care 
for  that,  anyway. 

A  modern  feature  of  banking  is  the  mail-order  department.  Some  banks  that  have 
been  advertising  for  mail  accounts  have  more  than  doubled  and  tripled  the  amount  of 
their  deposits  in  a  very  short  time.  Before  a  bank  undertakes  a  national  campaign  for 
mail  accounts  a  good  system  for  handling  these  accounts  at  a  small  expense  should  In- 
installed.  Then  it  might  be  advisable  for  the  bank  to  try  out  the  campaign  in  the  territory 
immediately  tributary  to  the  city  in  which  the  bank  is  situated.  This  can  be  done  by 
using  the  small  local  dailies  and  the  weeklies  in  the  several  counties  contingent  to  the 
home  city. 

A  good  list  of  names  should  be  compiled  from  the  assessment  rolls, or  from  directories, 
for  mailing  purposes.  Teachers,  preachers,  business  men,  mechanics,  professional  men, 
are  all  worth  working.  The  main  feature  of 
the  mail  literature  should  be  along  the  lines  of 
ease  with  which  the  business  can  be  done 
from  the  home.  Incidentally  the  stability  of 
the  bank  and  its  resources  might  be  men- 
tioned as  well  as  the  benefits  accruing  from 
systematic  savings. 


The  advertisement   of  the  National  Sav- 


The  Hartfort  National  Buk  Began  flight 


L'ow  will  a*  VflcoflMd  t*  •  flWWtor  or  borrower 

The  Hartford  National  Bank, 


58  STATE  STREET. 


ings  Bank,  Albany,  N.  Y.,  is  hardly  calculated 

to  bring  many  inquiries  for  the  booklet  on,  "  How  to  Save  by  Mail."     It  has  none  of  those 

persuasive  pulling  powers  that  mail  order  advertising  should  have. 

The  American  National  Bank,  Hartford,  Conn.,  with  its  representation  of  one  of  Uncle 
Sam's  mail  bags,  is  calculated  to  tell  at  a  glance  just  what  the  advertisement  is  about. 


BANKS  AND  TRUST  COMPANIES 


265 


frbr  Dollar^ 
TbatMlp 


TThe  Dollars 
That  Slip 


Mpney 
Grows 


Independence 


The  practice  of  simple 
•  economy  is  all  that  is  necessary 
to  secure  independence.  Econ- 
omy may  be  styled  the  "Daugh- 
ter of  ^Prudence"  and  the 
"Mother  of  Liberty  " 
A  "savings  account  means  in- 
dependence for  you. 


But  the  rapidity  of  it*  growth 
depend*  upon'  where  you  plant 
it.  If  you  pl»nt  it  where  it  get! 
the  advantage  of  our  high  rate 
ol  interest,  iu  power  of  produc- 
tion is  amazing. 


Grand  Rapids 


Grand  Rapids 
Savings  Bank 


Savings  Bank 


DD  A  LITTLE 


The  Dollar* 
That  .Slip 


—PENNIES 
—NICKELS 
-DIMES 


laves   a    little  .each   day— -the 


•tmM  depositor — the  man 


This  little  savings  bank  ii  an  immense 
help  to  your  bank  account-rit 
collects  the  email  change  you 
would  spend  but  for  this  con- 
"•t»n(  reminder. 

Fits    your   vest    packet 
handbag. 


puts  something  away  each  pay 


Grand  Rapids 
Savings  Bank 


Grand  Rapids 
Savings  Bank 


101  Monroe  Street 

N.  E.  Car.  Monroe  &•  lonla  St». 


oney  Earns 
Money 


Will  grow  like  m  weed 
U  you  pl*at  the  seed. 

The  seeds  are  the  pennies, 
nickels  and  dimes  you  drop  into 
this  little  bank—  it  is  these  "lit- 
tle bits"  that  builds  your  for- 
' 


3J4  Per  Cent 

INTEREST  ON  TIME   CERTIFICATES 


No  mon 
interest  money,  when  once  you 
have  made  the  start. 

It  does  not  require  a  large 
amount  to  begin  wi'th— begin 
with  your  pennies,  nickels  and 
dimes — start  today  and  lay  by 
something — let  your  money 
work  for  you. 


A  bank  '  account  promotes 
e  r  e  d  i  t—  establishes  responsi- 
bility and  results  in  security. 


I    Start  l  Bank  Accost  T+tey. 


Grand  Rapids 
Savings  Bank 


Grand  Rapids 
Savings  Bank 


THE  POCKET  SAVINGS  BANKS 
ARE  FHEE-ASK  FOR  ONE. 


The  point  taken  up — the  safety  of  transmitting  deposits  by  mail — is  a  good  one.  That 
is  likely  to  be  the  first  thought  that  would  enter  anyone's  mind.  It  is  well  to  allay  such 
fears  at  the  start.  It  does  not  invite  inquiry.  No  provision  is  made  for  securing  names 
of  prospective  depositors.  Mail  orders  can  seldom  be  secured  without  making  some 
definite  offer.  This  is  not  done  here,  neither  is  there  any  invitation  to  write  for  booklet 
showing  how  to  bank  by  mail. 

The  Pittsburg  Bank  for  Savings  does  invite  inquiry  for  booklet  and  is  likely  to  result 
in  bringing  depositors  in  touch  with  the  bank. 

The  six  advertisements  of  the  Grand  Rapids  Savings  Bank  are  all  good.  The  argu- 
ments are  convincing  and  the  headlines  suggestive.  This  bank  has  interested  thousands 
in  its  savings  department  by  giving  away,  upon  application,  little  pocket  savings  banks. 


266  HOW  TO  ADVERTISE  A   RETAIL  STORE 

These  little  banks  are  for  the  odd  dimes  and  nickels,  and  even  the  pennies  that  might  slip 
through  one's  fingers.  The  idea  is  a  good  one  because  practical. 

If  there  are  some  men  who  are  not  quite  sure  of  the  business  done  by  banks  then-  are 
a  great  many  more  who  do  not  know  the  scope  of  the  powers  of  a  trust  company.  Trust 
companies  are  to  blame  for  this.  They  should  educate  the  public  through  good  adver- 
tising. They  should  tell  this  public  what  the  law  allows  them  to  do.  1  hey  should  tell 
that  the  state  laws  governing  trust  companies  is  very  stringent.  They  should  teach 
the  ignorant  and  make  them  wise. 

Truman  A.  DeWeese,  in  "Practical  Publicity,"  gives  the  functions  of  a  trust  com- 
pany as  follows: 

"A  trust  company  is  a  corporation  authorized  by  law  to  act  as  trusted  agent  in  the 
care  and  management  of  property,  either  before  or  after  the  death  of  the  owner.  It  acts 
as  executor  and  trustee  under  wills,  as  administrator,  guardian  or  conservator:  as  trustee 
under  mortgages  and  trust  deeds,  as  trustee  under  agreements  relating  to  life  insurance, 
as  trustee  for  investing  money,  the  collection  of  incomes,  the  care  of  estates,  a^  r<  eeiver 
and  assignee,  in  fact  as  trustee  under  any  declaration  of  trust  of  whatever  nature." 

The  Los  Angeles  Trust  Co.,  goes  into  this  matter  in  the  first  part  of  their  advertise- 
ment, but  soon  branches  off  into  the  better  known  department  of  their  business,  that  of 
banking.  This  is  a  mistake.  It  is  not  sufficient  for  a  trust  company  to  merely  men- 
tion that  they  act  as  guardians.  They  should  tell  how  and  why;  give  the  advantage! 
of  a  trust  company  over  individuals  in  handling  trust  funds,  etc.  The  little  advertise- 
ment of  the  Lincoln  Trust  Company  is  about  the  way  most  trust  companies  are  adver- 
tising their  business.  Even  this  business  card  affair  brings  them  business.  The  news- 
paper advertisements  should  be  planned  along  some  particular  course,  such  as  the  caring 
for  the  property  of  absentees,  paying  taxes  on  same,  collecting  the  rents,  etc.,  until  the 
public  are  educated  to  that  feature  of  the  trust  companies'  busine>s.  and  then  some  other 
feature  should  be  taken  up  and  followed  until  the  desired  result  is  reached. 


CHAPTER  XL 

CARPETS,  RUGS,  ETC. 

THERE  is  a  remarkable  lack  of  definite  description  to  be  found  in  most  carpet  and 
rug  advertising.     There  is  no  doubt  that  a  carpet  is  hard  to  describe  so  that 
the  reader  can  see  it  before  him  in  his  mind's  eye  from  the  word  painting.     N«-\ «  r 
theless  more  information  could  easily  be  given  so  that  the  reader  would  have  some  idea 
of  the  quality,  colors,  patterns  and  so  on. 

Take  the  advertisement  of  P.  J.  Kelly  &  Co.,  New  Haven,  Conn.,  as  an  example. 
Here  we  have  no  idea  of  the  styles,  patterns,  qualities  of  the  carpets  to  be  sold.  The 
whole  idea  of  the  advertisement  is  to  make  known  that  "making,  laying  and  lining  is  abso- 
lutely free  until  August  31st."  The  headline,  "Save  a  big  sum  now! "  is  rather  strong  for 
what  is  being  offered.  The  use  of  the  word,  "FREE ! "  in  such  large  type  is  never  recom- 
mended except  when  some  article  is  offered  free  without  any  restrictions. 

The  make-up  of  this  advertisement  is  bad  all  the  way  through.  In  the  first  place 
the  cut  is  out  of  all  proportion  to  the  size  of  the  advertisement.  In  the  original  this  adver- 
tisement occupied  ten  inches  double  column.  Using  a  cut  of  this  size  for  an  advertise- 
ment in  this  shape  necessitated  standing  the  cut  on  its  side.  This  is  a  fault  that  is  inex- 
cusable. The  shape  and  make  up  of  the  advertisement  would  have  been  greatly  improved 
by  using  five  inches  across  four  columns.  The  reading  matter  could  then  have  been  run 
above  and  below  the  cut. 


CARPETS,  RUGS,  ETC. 


267 


SAVEA  BIG  SUM  NOWI 

'FREE! 


Makinr,  l.imne  ant 
I  iniiii:    \l...ilu(rl. 

S|..ii  il  :  i    .s\   I'.iyinents. 

We  ilcliK-r  llic  C.ir]Tt  »  hen  yo 


P.  J.  KELLV  &  CO. 


36-38 
CHURCH  STREET 


TO-MORROW 

A  Bargain  in 

Axminster   FLugs 


8  CO. 


Note  the  two  panels  on 
this  pajje  (It-voted  to  Oriental 
rugs.  Those  are  taken  from 
two  different  page  advertise- 
ments of  Fuderiek  Ix>eser  & 
( '(>.,  liiooklvn,  N.  Y.  In  one 
of  these  there  is  a  curiously 
shaped  illustration  that  is 
open  to  the  same  objection 
;i-  Kelly's.  It  uses  up  too 
much  space.  It  is  not  a 
good  cut  anyway.  The  ar- 
rangement is  intended  to 
represent  a  certain  careless 
disposition  of  the  rugs,  but 
one  gets  just  the  opposite 

impression.     The   arrangement   is   too   studied,  too   stiff   to 
look  careless. 

The  arrangement  of  the  type  matter  is  good.  The  word- 
ing of  the  text  could  hardly  be  bettered.  No  high  sounding 
adjectives  or  superfluous  phrases;  every  word  is  made  to 
count.  A  slight  attempt  is  made  to  describe  the  quality 
of  the  rugs  which  adds  tremendously  to  the  value  of  the 
advertisements. 

lu  \ell  \-  Co.,  Chicago,  111.,  use  two  different  names  in 
their  advertisement;  one  at  top  and  the  other  at  bottom. 
This  U  entirely  nnnt  (cs>ar\  in  advertisements  of  this  size.  This  advertisement  is  a 
good  one  because  it  advertises  but  one  rug;  one  at  $1.95.  The  description  is  meager. 
It  is  a  one-day  bargain,  and  no  doubt  brought  many  customers  to  the  carpet  depart- 
ment. 

Tull  &  Gibbs,  Portland,  Ore.,  gives  us  the  best  advertisement  of  rugs  reproduced 
in  this  chapter.  It  is  a  clean-cut  advertisement,  getting  down  to  business  with  little  pre- 
liminary talk.  The  introduction  states  a  fact  in  as  few  words  as  possible  and  is  all  the 
stronger  for  that.  Sometimes  a  long  "cock  and  bull"  story  is  introduced  into  the  intro- 
duction, spoiling  the  advertisement  entirely.  Note  that  these  rugs  are  described  in 
quality,  design  or  pattern,  color,  size  and  former  price.  Is  this  not  an  improvement  over 
mere  figures? 

tTake  the  advertisement  of  N.  Snellenburg   &  Co.,  Philadelphia,  Pa.,  and  see  how 

little  one  can  really  learn  from  it.     Noth- 

This  Oriental  Rug  Sale  Justified    ^      ing  but  names  and  Prices  are  Siven-    As 


By  the  Greatest  Buying  We  Have  Ever  Known. 


» roTHING  WOULD  have  persuaded  us  to  attempt  an 
V  V  Oriental  Rug  sale  in  mid-Jane  except  the  most  extraor- 
dinary conditions.  But  these  conditions  ARE  EXTRAOR- 
DINARY. The  retiring  of  .  New  York  house  from  the  Rug  bus- 
iness has  brought  here  a  magnificent  stock  of  the  finest  Rugs  and 


THIRD  TO  ACTUALLY  HALF 
UNDER  REGULAR. 


•*»  »-^-fc»>  j^tifa*  «w  j.iaum.1  at  I 


J.15*  $19,50  Belooch.iun.. 
iT»'.'nd  Wl  'sh'rl.'n,.  Ill  W  >nd 


a  rule  this  is  about  as  effectual  in  drawing 
trade  as  blank  space.     In  this  case  it  is 

Oriental  Rugs/* 
Save  TKird  to  Half. 


i 

TheS'Greatestt0lRug  "Sale  Ever  Held  in  Brooklyn 


rid  the  lowest  pri 


r  fixed  o 


'and  fa 


duplic 


old  New  York  lions 
have  been  asked  to  ta 
The  Carpets 


>ffered  under  pri< 

retiring!  from  the  Rug  branch  of 
the  stock.    We  can  never  hope  to 
i,-  make  such  a  showing  as  has 
lever  be'fore'bwn'Teen'm'BrookTyn  e'ven'  for  regular  prices.     There  are 

$100  to  $265  Oriental  Carpets  at  $50  to  $132.50. 

HereiS14UCt.™&e,l:'nv5.°/0.th"ma'lr  RUE':    $36  K.Z.K,  ,«  ««* 
J15  and  (19.50  Biloochistans.  $9.75  and  MO 
$1275. 


$J8and$21  Shir 


ill.95  and  $l3.95.j80 


$65"  Anatolian  Silk  Rujs  »t  J26JO 

to  M2.50. 
$135  Kirmanshahi  at    K5.30  to 


»26Cuendjes.$1650 


and  $85  Senn 


at  KI.SO  >nd 


268 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


NeW  Carpets 


Invitation 


l.lnafitn*.  from  fb*  I 


not  so  bad  as  that,  for  the  backing  of  a  large  store 
and  its  reputation  for  bargains  gives  it  an  added 
value  that  the  smaller  stores  could  not  expect  in 
their  advertising.  This  is  a  portion  only  of  a 
full-page  advertisement. 

A.  V.  Manning's  Sons,  Trenton,  N.  J.,  adver- 
tise straw  mattings  in  the  advertisement  hen- 
reproduced.  The  prices  given  may  be  attractive, 
the  typographical  arrangement  pleasing  from  an 
artistic  standpoint,  but  the  advertisement  is 
spoiled  by  the  introduction  of  a  cut  in  the  cen- 
ter. It  has  necessitated  the  dividing  of  the 
offerings  and  scattering  them  all  over  the  adver- 
tisement. 

This  advertisement  originally  occupied  six 
inches  four  columns.  If  it  had  occupied  twelve 
inches  double  column  the  arrangement  could  have 
been  made  quite  as  attractive  and  the  offerings 
collected  together.  Tin-  side  heading  could  have 
been  combined  with  the  heading,  making  them 
read,  "Clearance  Sale  of  Straw  Mattings."  The 
introduction  placed  below  this  and  the  illustration  below  that.  Then  the  four  offerings 
or  items  could  have  been  given  in  four  boxes  or  in  four  double  column  paragraphs 
or  in  four  single  column  paragraphs  with  a  dividing  rule  between.  The  name  and  address 
following  this  would  make  a  good  readable  advertisement. 

An  advertisement  must  be  made  readable  if  it  is  to  be  effective.     Art  is  all  right  for 

art's  sake  and  in  art's  place,  but  by  all  means  make 
an  advertisement  easy  to  read.  Don't  send  a  read- 
er's eyes  all  over  an  advertisement  looking  for  what 
is  offered. 

We  reproduce  the  A.  M.  Souter  &  Co.,  Ham- 
ilton, Ont.,  advertisement  merely  for  the  idea  it 
contains.  Openings  of  rugs  and  carpets  can  be  made 
profitable. 

The  great  advertising  periods  for  the  carpet 
and  rug  business  is  in  the  spring  and  fall  when 
house  cleaning  is  about  to  commence,  and  during  1 1n- 
time  house  cleaning  continues.  It  does  not  necfs- 


..A.  M.  Souter  <J  Co.. 

Cor.  King  and  Park  Streets 


These  Are  a  Few  of  the  Rugs  on  Sale 

Wilton  \vlv.-t  ruir :    rich    Bokhara    ilt*itfn:    fn-ca  l»»ck. 
proiiml ;  lizr  SJlllMi  i  rr  jul»r  prit-c.  t!7. M.    On 
ulelor ., '. J2O.OO 

Billow  Axmiiwti-r  nis':  tiMpirr  ilnigti:  frftn  t»w  l«»u*U 
-fleet;. lie  <ill<W;l*pU«r  price  *»IM.    On  ««k 

for -.". ..; $21.00 

Wilton  nitf;  black  Cm-ian  i»ru-ni  on  ml  bltckj.Tutin.1) 
•izc  Ti9-J  Iff  I.  r,'t-«l«r  ijriee  fc.ti.00.    On  ul< 
for  .. $19.00 

Bit-clow  Axutiiifttir    rue    Porn)    t]i-*iim  on  prvi-u  back' 
cim.ml :  .i«  1MI12  fort :  regular  price  KW.W.  . 
On«il*f,T :...;..., $42-50 

Higrlow  Aximu»t.-r  rue:  himlu.mo  Egyptian  puttcni  «I)J 
•••luring:  MK  lOtislJ  fret:  nv'ar  prirt  «JO.(W. 
Onulrfor $42.5O 

Savoiiuerii'  A*niin»U'r  rue;  flrtral  d.-*iim;  rtclicato  otor-' 
ini; ;  «n>- 10-3\1'J  f^-l ,  iTk-ul.r  pnc.- Hi.Oll.    On    ' 
wlffor $37.50 

\Vilttirivolvrtntc;    convpntionul    drtipn:    Hrown    back- 
•cr..uiiili  tiic  HWsllMJ:  rrgnlir price  t-T.M.    On 
m)>-f..r $30.0O 

Body  Bruucl*  nig;  floml  il^i^n;  ton  blii-kground ;  sizu 
SJxlll-U:r<•|ruI»^ price  J30.00.    On  Kile     • 
lor ,- V. ,..  $22.50 

MU7  Othen  Boida  Tbc«-ud  Yon  Ou  Mike  Your 
Own  Ttnnt  on  Any  of  Them 


Great  Carpel  Bargains 


tlgelomidminster  Carpels,  regularly  tl.JSayard.  at  .^  . 

Smith's  Saionnerie  Carpets,  regularly  Jl.SOa  yard,  at  .    . 
Smild'5,  Stinson's  or  Sairtord's  JIM  Wilton  Carpels,  yd    . 
Whtrlall't  JJ.J5  i-hame  Body  Brussels  Carpet,  yard . 
Jmi'tA^  tttra  Kiminsttr  Carpels,  reg.  JI.2i  a  yard  at  . 
Smrffri  Wool  Veliet  Carpets,  regularly  Jt.JS  a  yard,  at 
&i/uof '»  *K)  (tnibury  Brussels  Carpels,  regularly  51.00  prf. 
Smiths,  Stnford's  and  Hartford's  90c  tin-wire  Brussels 


$1.24 

$1.15 

SI.  19 
$1.00 

aso 


Duultp't  Glmmood  Vttnt  Cirptts.  ngvlirlf  95<  a  yard,  *t  65o 
SmHVt,  Sinlord't  *nd  HirHord'i  Tiptsln/  8nisj«/<  Carpels. 

retlarlf  70c  a  r*rd,  »t 52V3c 

lMwood  Tipestrj  Breath,  regularise  a  rari.  at  42'  ^c 
'i  J-p'r  Ingrain  Carpets,  pure  woo/,  reg.  Jl.OO  yard,  at  69c 
Doieu'f  f-ttrt  Super  Wool  Ingrain  Carpets,  reg.  Itk  rard,  at  59c 
Perron's  Unhn  Ingrain  Carpets,  regularly  60t  a  yard,  at  39c 

Oven's  Petrten  trusseletle  Carpets,  reg.  *5c  a  yard  al  .  37'/,c 
Homespun  Hag  Carpets  (new  rags\  regular^  We  a  yard,  at  2Sc 
V>(  Ingnir  Stair  Carpets.  21'~  ins.  wide.  reveniMe.  yard  .  2tc 


N.  SNELLENBURC  &  CO.       N.  SNLLLENBliRG  &  CO.   j 


CIGARS  AND  TOBACCO 


269 


sarily  follow  that  advertising 
>lioulcl  In-  confined  to  t host- 
two  seasons,  for  it  should  he 
Continuous.  Special  bargains 
should  In-  otl'ered  from  time 
to  time.  Special  inducements 
for  purchasing  "out  of  sea- 
son "  as  it  were. 

A  careful  circular  letter 
system  can  he  made  to  bring 
results.  Personal  solicitation 
of  those  about  to  he  married, 
or  those  who  come  to  the 
city,  or  those  who  contem- 
plate moving  will  result  in 
many  orders  and  can  lie  un- 
dertaken by  a  salesman  who  might  otherwise  find  time  hanging  heavily  on  his  hands. 
There  are  many  ways  of  securing  live  lists  of  prospects  from  the  proprietors  of  moving 
\an.s.  the  classified  to  rent  columns,  and  numerous  other  places. 


c 

L 
E 
A 
R 
A 
N 
C 
C 

STRJV 

Oiir  entire  line  of  fine  3 
Twenty-five    patterns  —  valu 

Specia 

50  Matting 
Rugs 

3  It  15  ft  3 

Special 
60c. 

HOIK 

1 

A.V.  M> 

20  and 

.V  MATTINGS 

puue  and  China  Straw  Mailings  at  great  Reductions 
«10,  $12  and  *i:i,10  Roll. 

.  18.00  Roll  of  40  Yards 

1.000  Yards 

Grass 

Matting 

Value  50c. 

Special 

39c.  Yard 

s 

A 

L 
E 

JETS  FIBER  CARPET 

X)  yards,  regular  price  40c.  and  50c.  yard,  , 

special,  30c.  Yard 

INNING'S  SONS 

22  South  Broad  Street 

CHAPTER  XLI 


CIGARS  AND  TOBACCO 

THE  eigar  dealer  as  a  general  rule  does  little  newspaper  advertising.  In  many 
cases  he  considers  it  unnecessary  because  the  manufacturer  does  some  advertis- 
ing for  his  benefit. 

Of  course  this  is  not  always  so,  for  there  are  some  cigar  stores  more  progressive  than 
others  which  go  out  after  trade  while  their  competitors  are  content  to  sit  down  at  their 
counters  and  wait  for  trade  to  come  to  them. 

The  cigar  dealer  cannot  afford  to  use  very  large  spaces,  but  he  can  usually  make  small 
spaces  pay  good  returns.  A  two  inch  advertisement,  changed  often,  used  to  exploit  one 
cigar  or  one  brand  of  tobacco  at  a  time  will  pay  largely. 

Cigars  can  be  advertised  for  their  mildness,  purity,  aroma,  taste  etc.,  and  the  price 
can  be  used  as  the  lever  to  bring  trade  when  they  are  sold  at 
prices  lower  than  usual. 

Illustrations  can  usually  be  used  to  good  advantage. 
An  illustration  of  a  cigar  itself  is  of  little  value  besides  in- 
dicating that  the  advertisement  is  one  dealing  with  cigars, 
and  the  headline  should  clearly  do  that. 

Illustrations  prepared  especially  for  each  advertise- 
ment and  showing  distinctly  the  pleasure  man  takes 
from  a  comfortable  smoke  .  are  worth  the  money  spent 
upon  them. 

The  illustrations  used  in  advertising  the  "  Magnificos  ' 
and  the  product  of  the  Waldorf-Astoria  Segar  Company 
are  good.  There  is  just  a  little  too  much  gingerbread 

surrounding  the  text  of  the  latter  advertisement  to  make  it  perfect.  The  Peter  Schuy- 
ler  illustration  in  black  and  white  will  attract  attention  wherever  it  appears.  It  is 
used  effectively  to  stamp  the  name  of  the  cigar  and  the  price  upon  the  reader's  mind. 
The  text  is  full  of  good  suggestions,  remarkable  as  much  for  what  it  does  not  say  as 
for  what  it  does. 


The 

Cigar 

of 

Unusual 

Merit 


"Mapificos" 


happy  c 
;t     fr»grsr 


"rtrSl™  The 
:e     leogtheiu 


The  Owl  Often  Lives 
With  a  Trairie  Dog 


A  cigar  of  quality.     Always 
good.     Every  one  worth  lOc. 


Straiten  &  Storm  i 


OWL 
CIGAR 


Your   dealer   has 
them.     Ask  him. 


It  often  found   in  the  tame  cue 
with  inferior  ciun,  but  don't  be 
perkuaded  to  take  one  with  more 
profit  and  le»  tatufacoon  in  it 
liuiil  an  Itnint  an  O*l  Off. 
Buy  it  fo-djy — 
try  it  to-night. 


MURAD 


CIGAR 


CIGARE         LS 


Ever  See 
a  Green  Owl? 


Straiton  £>  Storm's 


The  tobacco  is  cured  by  experts 
and  aged  sufficiently  to  put  n 
•in  perfect  condition 
Tht  fit>e  cent  cigar  of  quality. 
Buy  one  to-day — 
Try  it  to-n 


By  the  Smell  You  Can  Tell 


F  &  D  Perfecto 


Fo 

ON 

MANUFACTURED'  By  THB 

^CHRADEITS  CIGAR  CO 

Vonl  J.-ki.  Sin*..    HunJlon. 


THEY  EQUAL  THE  BEST 
EXCEL  -THE  REST  t  t  t 


Seal  of  Minneapolis  lOc  Cigar 

Long  Green) 
Wheat  Belt 


ALL  UH10H  MADE 


J.  W.  Pauly,  Maker 

W -319-321  Plymouth  Arenae 
MINNEAPOLIS  *  MINNESOTA 


r  Largest  Union  Cigar  Factory  West  of  Chicago , 


ALDRIDGE  BROS. 

Manufacturers. 


HA*    IT    ETCH    DAWMIO 

orov  TODI 


jno.  E.  Tyler  &  Co.. 


TYLER  <a  Co 

Grand  Optra  House. 


ac^^r%a***35s 

(CIGARS 

For  •  re«l  good    smoke 


Pharaoh,    Lord  Tennyson. 
El  Ptxire,  Peg  Top, 
Tommy  Aitkins, 
Shamrock.  Cable,   Pebble, 


etc. 


Jas.  Kelly  &.  Co. 


klndv  of  smoke  In   LM- 
ere  ll  lorne  tkit  li  v.ry 
but    that    It    not    th« 
t  of  our  good 


CIGARS 


lere  is  no  one  that  Carrie,  a  better 
<e  of  cigart  than  we  do  and  can 
ease  the  hard  to  pleaie. 

IMPORTED    AND    DOMESTIC. 

BOX  TRADE   A   SPECIALTY. 


SMlTH-McKENNEY  COMPANY 


The  White  Star. 

j       Our  new  five  cent  cigs.r,  cannot  be  equaled.     I 
;  ,   has  mark  of  perfection  in  looks  and  makeup,  arid 
in    quality    there    is    nothing   better.     On  saJe 
A  everywhere. 

Fitzpatrick  &  Draper,  M'f' rs. 


A  cigar  .for  the  smoker 
who  requires  the  spicy 
richness  of  the  pur<  ha-. 
Vanaleaf.  f-Jatid  made 
by  skilled 
yrarkriien, 
The-  full 


A 

irnoke 
at  1OC 

with-  a 
thucl\- 
higher 
'value 
•rttca 
compared, 
with  .the 
.kind    with 
the  bauds 
to  save, 

E»ch  Cl««p  In  a  Pmp«p  Cov«p 

*>il»  it"' 

Tie  Skrbrookt  Cigar  Co.,  LM, 


XT*. 


HOFFMANETTES. 
COMMANDER. 
LORD  DOVER, 
EDWIN  FORREST. 
GRUMBLER. 
JAMES  G.  ELAINE, 
TOM  HOOD. 
BILL  DUGAN. 
All  at  $1.50  per  box  Of  56 

Joseph  Graziano, 

Th.  Tut  Prjc»  Cigar  Man. 


272  HOW  TO  ADVERTISE  A  RETAIL  STORE 

The  advertisement  of  the  Irving  cigar  is  of  interest  because  of  its  timeliness.  The 
text  is  very  weak.  The  illustration  or  cartoon  appeared  at  a  time  when  such  things 
were  appearing  in  all  the  papers — at  election  time.  A  little  less  <1>  tail  in  the  illustration 
and  a  little  more  sense  in  the  text  would  have  made  it  a  much  stronger  advertisement. 

The  advertisement  of  the  "Pippins"  cigar  is  commonplace.  It  makes  just  the  same 
claims  as  all  other  advertisers  of  cigars  and  in  just  the  same  way.  This  space  could 
have  been  used  to  much  better  advantage. 

The  advertisement  of  the  "F.  &  D.  Perfecto"  is  another  of  the  kind  that  are  com- 
mon. Such  facts  as  are  given  could  better  be  omitted  and  something  more  d<  finite  about 
the  cigars  mentioned  to  better  advantage.  The  illustration  and  headline  correspond, 
but  neither  are  very  good.  The  one  looks  as  if  a  man  was  trying  to  cut  oil'  his  nose  and 
the  other  reminds  one  of  the  stable  or  some  other  unsavory  place. 

The  advertisements  of  the  "Owl  Cigars"  are  interesting,  not  alone  from  the  fact  that 
the  illustration  will  rivet  the  attention  of  the  reader,  but  because  some  one  point  about 
the  Owl  cigar  is  brought  forth  and  allowed  to  soak  in,  as  it  were.  Each  day  a  new  argu- 
ment is  used.  This  style  of  advertising  is  likely  to  prove  far  more  effective  than  the 
general  publicity  given  to  cigars  in  the  manner  shown  by  the  advertisements  repro- 
duced above. 

The  Temptation  ten  cent  cigar  advertisement  is  not  as  good  as  it  might  I.e.  but  it 
is  tastily  arranged.  "A  cigar  of  quality.  Always  good"  means  practically  nothing 
when  it  is  seen  in  advertising  hundreds  of  different  brands  of  cigars. 

The  Murad  cigarette  advertisement  is  good  because  it  tells  us  something  about  ciga- 
rettes; how  the  tobacco  is  grown  and  blended;  why  they  are  good. 

The  advertisements  of  the  "Kilties  Cigar,"  "Little  Sailor,"  "108"  "The  White 
Star,"  the  three  brands  offered  by  J.  W.  Pauly,  and  the  numerous  brands  offered  by 
Jas.  Kelly  &  Co.,  while  specimens  of  well  displayed  advertisements,  can  do  little  more 
than  bring  the  name  of  the  cigars  before  the  smoking  public. 

The  Tyler  &  Co.,  advertisements  are  embellished  by  silly  illustrations  that  a  few 
years  ago  might  have  been  considered  funny,  but  which  are  now  considered  foolish. 

The  advertisement  of  the  "Royal  Sport"  contains  more  food  for  thought  than  the 
rest  of  the  advertisements  reproduced  on  the  same  page. 

The  Smith-McKenney  Company  make  a  mistake  by  not  advertising  some  particular 
brand  of  cigar.  Their  advertisement  looks  good,  but  it  is  so  shallow  no  one  would  be 
influenced  by  it. 

Cigars  at  cut  prices  are  offered  by  Joseph  Graziano  and  is  a  perfect  advertisement  of 
its  kind.  There  is  no  wasted  words  leading  up  to  the  subject.  Just  a  plain  statement  of 
facts.  It  should  pull  trade  every  time  it  appears. 

During  the  past  few  years  a  large  trade  in  cigars  has  been  done  by  mail-order  firms. 
Such  a  business  requires  a  large  capital  to  be  spent  in  advertising  before  any  returns  can 
be  expected.  In  a  department  on  Mail  Order  Advertising  will  be  found  hints  for  mail 
order  exploitation  suitable  for  use  by  the  mail  order  cigar  manufacturer. 


CHAPTER   XLII 

MEN'S  AND  BOYS'  CLOTHING 

READY-TO-WEAR  clothing  is  as  surely  taking  the  place  of  custom  tailored  cloth- 
ing as  the  ready-to-wear  shoe  has  usurped  the  place  of  the  custom-made  article. 
Good  advertising  has  had  its  share  in  bringing  about  the  latter  and  will  as  surely 
help  to  bring  about  the  former. 

Clothing  is  a  necessity.     Climate  and  the  law  renders  it  impossible  for  man  to  get 
along  without  clothing.     Good  advertising  is  doing  much  toward  making  it  imperative 


MENS*  AND  BOYS'  CLOTHING 


273 


that  man's  nakedness  shall  not  only  be  covered,  but  that  it  shall  be  covered  according 
to  iroo.l  taste.  In  the  years  long  gone,  any  article  of  clothing  that  would  cling  to  the 
body  was  satisfactory.  In  that  day  a  father  weighing  two  hundred  pounds  could  pass 
his  suit  along  to  the  son  weighing  a  hundred.  Not  so  to-day.  The  son  must  have  the 
neue^t  and  nattiest  clothing  obtainable  while  the  father  follows  pretty  closely  the  pace 
set  by  his  <>l .'spring. 

The  profits  in  clothing  are  sufficient  to 
make  energetic  and  progressive  merchants 
good  advertisers.  The  larger  the  output  the 
larger  the  profits.  Double  the  sales  at  a  third 
less  profits  has  been  the  keynote  of  one 
firm's  advertising  and  they  are  doing  the 
business. 

The  clothing  business  is  easily  divided 
into  two  classes.  The  one  caters  exclusively 
to  the  better  class  of  trade  while  the  other  goes 
after  the  masses.  There  are  a  large  number 
of  firms,  of  course,  that  steer  a  midway  course 
and  grasp  a  slice  from  each  of  the  others. 

Among  those  who  cater  to  the  highest 
class  of  trade,  Brokaw  Brothers,  New  York, 
are  among  the  leaders.  They  employ  a  dis- 
tinctive style  of  advertising,  using  small  spaces 


BROTHERS 

ES  wusMre  now  HAH  » 


R 


AINY    d* 


BROKAW 

urns 

FSTAMBHEB  HUM*  HALM  Ctimi» 


/-•HEVIOT  ...rough. 

V^     unniiuhed  clota.po»* 
seising  distinct  indi- 
viduality      Tbere    u    no 

I/mil    to    It!    versatility    of 

pattern,    nor    its  coloring. 

"Uh      mrUe.        black.. 

blue.,      grays    and     fancy 

shading-*. 

This  fabric  possesses  the 

unique  adjutage  of  rarely 
growing    shiny. 

We  ire  showing  «  in  all  it. 
attractive  variety  of  color  and 
w«a>»,  many  pattern!  being  ex- 
cUiv...  at  516  to  $35  fc  - 
Suit..  $20  to  $38  for 
Suits. 


Sack 


4S  TOR  PLACE  AND  FOURTH  AVENUE' 


\ 


Right,  Manly  Paddocks. 

Baar  •  a»d  tm: 

Ow  PadoWks  oWl  ran  touW 


TVr  lolo.  Ik.  eanaa  ol  »  mm, 
*pn  body,  of  con.  U  oWr  «Wl 
•ak.  ro.  !OT«  dial  aWs  a  fold.  aaU 


WM.  VOGEL 

BreaoWa* 


and  advertising  some  new  feature  every  day.  We 
reproduce  two  examples  of  their  advertising.  These 
advertisements  are  cleverly  written,  and  while  usually 
of  a  general  nature,  expressive  of  the  high  quality 
maintained  by  the  store,  feature  one  class  or  article 
at  a  time,  such  as,  raincoats,  youths'  suits,  overcoats, 
men's  suits,  etc. 

\Vm.  Vogel  &  Son,  New  York,  also  cater  to  a  good 
class  of  trade.  Their  advertising  is  usually  of  the 
descriptive  and  instructive  class.  The  illustration  in  the 
advertisement  reproduced  is  good.  The  arrow  points 
to  the  kind  of  shoulder  then  in  the  height  of  style. 
Co:,  also  of 


Hackett,  Carhart  & 
New  York,  use  a  distinctive  style  of 
advertisement.  In  this  case  the  dis- 
tinction is  brought  about  by  the  bor- 
der, which  is  very  attractive.  The 
high-grade  idea  is  attractively  pre- 
sented in  this  advertisement. 

Browning,  King&  Co.,  have  stores 
in  several  large  cities  and  sell  their 
own  make  of  clothing.  They  use  as  a 
feature  of  all  their  advertisements  an 
illustration  of  Beau  Brummell  in  some 
characteristic  pose.  This  has  become 
recognized  now  as  a  trade  mark  of 
these  advertisements  as  much  so  as 
the  trade  mark  shown  in  the  advertise- 
ment. This  advertisement  features 

light  weight  clothing,  which  is  in  itself  an  innovation  of  late  years  in  the  clothing  trade. 
The  linen  duster  and  the  seersucker  coat  of  a  few  years  ago  were"  the  forerunners  of  the 
handsomely  tailored  two-piece  suit  of  to-day. 


$15,  $18  &  $20  Winter  Spits  &  O 

l  Style  UK)  good  tailoring  a-e  paramount  isiun 
l  here.  We  hold  them  u  important  ai  the  qmlity 
of  the  cloth  itielf.  And  It  doesn't  make  •  bit  of 
dafoenee  whether  it'a  one  of  our  $15  nuts  or  ovc." 
coata  or  one  double  that  pro  —  itylc  and  good 
tailoring  characterize  one  and  a!|.  These  are  specific 
•dnntages  o[  Hackett.  Carhart  clolhei  for  men 

[II  it's  an  overcoat  it  i»  cut  and  shaped  correctly 
in  erery  little  detail—  1(  it's  a  suit,  the   coat,  the 
waistcoat,  the   trousers  'ire  all   in  accord  with   the 
latest  turn  of  fashion.- 


Three   Broadway  Stores; 

At  Ulh  St,  At  Canal  SI.,  nr  Chambers  St. 


274 


HOW  TO  ADVERTISE  A   RETAIL  STORE 


Best  $15  Suits 

WHEN  you  pay  $15  lor 
Schwab's  "iet  price" 
Special  Suits,  you  se- 
cure t  garment  vastly  superior 
lo  the  majority  of  suits  at  thai 
price.     Some  dealers  may  give 
you   values   as   good,    but    we 

to  doubt  it.  We  know  whr.t 
workmanship  and  what  qualitv 
we  put  into  these  carmenu. 
that  is  why  we  set  the  reta.l 
price.  Take  no  chances:  if  you 
want  the  best  $15  Suits,  the 
original  garments  with  the  price 
set  by  the  makers,  insist  on  get- 
ting Schwab's  $15  Special  Suit* 
lor  Men  and  Young  Men. 
Good  clothing  dealers  every- 
where sell  them— look  lot 
thieW. 

"It's  on  the  Sletvc' 


nis 


Schwab  Clothing  Co. 

M.kco  ot  Mn'i  ind  Boy>'  Clortii,, 

BH*.  ioi  •      rr  LOUIS.  MO. 


far  FrUa  ft  Sauriy 

Easily  the  Clot  h  i  nx  Event  of  the  Season 

Men's  Blue  and  Black  Suits 

Sin?lo  or  Double  Breasted;  aonn  art  Silk  Lined 


•/  t'i. 


19. 


'  tJi.  I 
50 


DME  way  »e  manufacture  la  an  opw 
formula-eaactlng  tailoring,  clever 
deiignlng.  faat  colon,  solid  lining!  and  all 
»uol.  The  Black  en.l  blu<  Sulti  olferad 
to-day  are  the  beat  we  make  — at  good  a* 
the  beat  In  the  buslnen  make— and  as- 
traordlnary  value  at  tlV.SO. 

And 

Wen',  bngllah  Walking  Sulta.  Ideal  lor 
morning  or  afternoon  wear;  together  with 
a  'superb  croup  of  Single  or  Double 
Breasted  Worsted  and  Tweed  Sulu. 
alwaya  525  to  SJS,  same  price,  $19  50. 

Bring  the  Boys  With  You 

Tf*  Bit  B>rt,,,i  /jr  B,f  "*  'jab  F'""! 

Youth*'  Suit*  Knee  Suit* 


Browning,  King  &  Co 


Weather  Changes. 

Whether  it's  rain  or  shin-  to-day, 
th«re'»  no  time  in  tbc  year  wh-u  a  Rain 
Coat  ii  qot  in  season 

It  t  a  Top  Coat  if  tbc  sun  is  o.'  . 
take*  the    umbrella's    place  if  it  rams 

We  ve  a  furU  a»s»rtoient— $15  to1  $(5. 


Broadway 
!  at  32d  Street 


;,t:T."    •».»  vzz 

Smith,  Gray  &  Co., 


Cooper  Square 
at  Sth  Street 


Smith,  Gray  &  Co.,  meet  the 
popular  price  clothiers  half  way  in 
their  advertising.  They  otter  "spa* 

ials"  and  by  featuring  them  in  tlieir  advertising  draw  many  to 
their  stores  who  might  not  be  interested  in  tlie  style  of  advertising 
done  by  Brokaw  Brother-  and  llaekelt.  Carliart  &  Co.  In  the 
advertisement  reproduced  then-  an-  three  -pedals 
offered  for  Friday  and  Saturday  only. 

This  advertisement  is  a  fine  specimen  of  an 
all  type  advertisement.  \Yhite  space  is  used  ju- 
diciously, making  the  advertisement  standout  well. 
The  light  rule  border  holds  it  together  forming  a 
complete  advertisement. 

P.  B.   Kearney.  Schenectadv.  N.  V..  adxerti-es. 
overcoats  at  $10  worth  $12.     The  illustration  is 
the  best  part  of  this  advertisement. 
The    introduction    is    loosely    con- 
structed and   there  are  too  many 
headlines.      If  he   had   come  out 
strongly  in  a  headline  saying 

$12  OVERCOATS  FOR  $10 

it  would  have  had  more  meaning  to 
readers  than  the  one  word  "over- 
coats." 

M.  C.  Swift  &  Son,  New  Bed- 
ford, Mass.,  advertise  overcoats 
made  to  order.  This  is  another 
feature  of  the  clothing  business 
that  is  coming  more  to  the  fore. 
That  is  the  amalgamation  of  the 
ready-to-wear  and  the  custom- 
made  clothing  business.  It  is  only 
natural  that  these  two  lines  should 
now  be  run  together.  Formerly, 


It  H,  in  undHpuled  fact  trot 
ihc  Busy  CMhwr^  latonne 
depanmew  has  i  wide  repu- 
tation js  being  ll*  tartesl  wi 
the  city,  m  connection  wrtri 
>  Uoiniic  Moif.  the  moil 
•!»insuli«<t  uiton  being 
F*>y«lJ 

fendyxne  M  andwM.1 
»»<  ings  jnd  ovrruMMfi  are 

Thne  are  a  numbei  oil 
ihange*  m  the  fashion  ptatesl 
to  ins  I*  Cone  In  and 
Me  them. 

M.  C  Swift  &  Son. 
_IS7-1S»  Untoc.  SI , 


Overcoat*  f 


They're 
Worth  It  too 


9 W.  00  each 


when  ready-to-wear  clothing  was  made  in  any  shape  and  style  the 
two  were  enemies.  To-day  there  is  no  reason  why  the  man  with  a 
normal  figure  should  not  step  into  a  store  and  pick  out  his  suit,  try  it 
on  to  see  how  it  becomes  him,  pay  for  it  and  carry  it  away  with  him. 


See  them 
today 

•-J*   u»  prf»  «'•*» 
•at  tiaV  <rla] 


P.  B,  KEARNEY 


MENS'  AND  BOYS'  CLOTHING 


275 


Why 


The  Most  Practical 
Summer  Suit  in  the  World 

thai  Is  the  verdict  of  .(he  ^titti  <*  »««  »b» 


The  mail   \vlio  cannot  do  this  must  of  necessity  patronize  the  merchant  tailor. 

tlu'ii  should  thry  not  he  under  the  same  roof. 

Swift    &  Son  might  have  stated  what  the  new  materials  for  fall  were  and  also  told 

something  about    the   prices.     This  "New  fall  goods    have   arrived"  kind  of  advertis- 

ing is  not  sufficiently  strong  to  make  a  lasting  impres- 

sion upon  any  man. 

The  one-price  specialty  clothier  has  arrived.     We 

have  him  in  the  merchant  tailors'  ranks  as  well  as  in  the 

ready-to-wear  class.     There  is  good  reasons  enough  why 

this  should  he  so.  The  one  price  idea  has  been  accepted 

by  hatters  and  shoe  merchants,  why  not  in  other  lines? 

The  advertisement  of    the    Schwab    Clothing  Co.,  St. 

Louis,  Mo.,  is  a  direct  appeal  by  the  manufacturer  to 

the  consumer.     This  is  a  form  of  general   advertising 

that  has  in  the  last  few  years  been  used  by  manufac- 

turers in   many  lines  and  found  successful.     Dealers 

handling  these  lines  of  clothing  get  the  benefit  of  all  the 

advertising  in  all  the  papers  and  magazines,  included  in 

the  advertising  campaign,  that  comes  into  his  locality. 
The  children's  department  of  the  clothing  store  is 

often  neglected  by  the  smaller  merchants.     They  have 

failed  utterly  to  realize  the  great  value  children's  trade 

is  to  a  store.     It  brings  the  parents  to  the  store.     The 

boy  when  small  becomes  accustomed   to  going  to  the 

store  and  usually  keeps  in  close  touch  with  it  for  many 

years.     In  one  of  Simon  Long's  Sons'  advertisements 

of  school  suits  the  firm  says: 

"The  store  that  sold  your  father  his  first  school  suit."     We  reproduce  one  of  this 

firm's  advertisements  of  school  suits.     It  is  a  good  example  of  display.     Illustrations 

are  good.  The  offerings  are  bunched 
well  together  and  the  prices  promi- 
nently displayed. 

Hope,  New  York  City,  is  a  hope- 
less case.  He  will  persist  in  squeze- 
ing  all  the  words  he  can  into  his 
advertising  space.  The  advertise- 
ment here  reproduced  looks  as  if 
the  words  had  been  pressed  down 
very  carefully  so  that  they  would  all 
fit  in.  The  same  amount  of  infor- 
mation could  easily  have  been  con- 
veyed to  the  reader  in  half  the  num- 
ber of  words.  If  this  had  been  done 
it  is  altogether  probable  that  double 
the  number  of  men  would  have  read 
the  advertisement. 

The  illustration  is  not  a  good  one 


Our  CHildren's  Dept. 

1 5  Ke.dr  to  Creel  Mothers  .nd  their  School  Boys  for 

SCHOOL  SUITS 

An  unlimited  variety  of  prettv  little  Suits,  in  Russian,  Eton 
and  Sailor  styles,  and  a  large  comprehensive  selection  ol  Double- 
breasted  and  Norfolk  Suits,  ranging  in  prices  from  «  to  Si 

Our  S3  00  Wear-resisters  Double-breasted  School  Suits  for 
rough  and  tumble  bors  are  the  best  wearing  ever  offered. 


$2.00 

"$100 

$3.66" 

IMI.  •*•«•  <*o  rma; 

$3.00 


$4.00 


$4.00 
"$5.00 
T$5.00 


$5  to  $10 


Simon  Long's  Sons 


and  the  name-plate  could  be  much 

improved. 

One  feature  of  clothing  advertis- 

ing very   noticeable   in    the    larger 

cities  is  the  large  size  of  some  of  the 
illustrations.  This  is  only  a  fad  and  will  not  continue  because  it  is  too  expensive. 
Illustrations  are  all  right  and  should  be  used  lavishly,  but  when  two-thirds  of  a 
page  is  given  up  to  an  illustration  and  the  balance  to  mere  commonplace  statements 


276 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


that  a  firm  sells  overcoats  and  suits  at  $10  to  $35  it  is  time  to  cry  a  halt.     Tin-  h-ndem-y 
even  now  is  toward  a  more  rational  use  of  cuts. 

Brill  Brothers,  New  York  City,  use  a  small  black  arid  white  cut  mc»t  effectively  in  tin- 
advertisement  here  reproduced.  By  allowing  plenty  of  white  span-  below  it  tin-  cut 
becomes  much  more  prominent  than  if  it  had  been  surrounded  with  typi-. 

This  advertisement  of  a  "sale"  is  a  little  out  of  the  ordinary.  As  a  usual  thing  adver- 
tisers think  it  necessary  to  "spread"  themselves  when  advertising  a  sale,  but  it  is  not 
always  good  policy  as  this  advertisement 
clearly  proves.  They  say: 

"If  you  buy  now  for  next  winter 
you  have  not  only  the  twenty-five  to 
forty  per  cent,  off  our  regular  prices, 
but  also  the  twenty  per  cent,  advance 
you  will  have  to  pay  next  winter  be- 
cause of  increasing  cost  of  wool  and 
labor." 

This  point  is  well  taken,  but  it  is 
hardly  one  that  will  be  believed  by  most 
people.  It  is  a  stock  inducement  held  out 
by  salesmen  when  there  is  any  inclination 
toward  a  rising  market. 


SEM!-»NNUAL_CLOTHING   SALE 
We  Say  "Any" 


o»v--j*it  pent  lA.^tkri    iv    U"i 
<  '  *!«.,  Ortl  Owli  and  KiJJc.H  CotlV  U*  ft!  *L*> 
»h<h  .<  (oi-U  J*  wu  W»*v  ji  *d«tu<J  mr> 
«-•  (»-  :J  lu  CI<VT  Ih  *  ovrr 
TM  5TJI1S  reJv.-fd  an  not  rttAt  iht  OvMali 
U  /tin  rnv4»t.t  faUwv  tut  tM  War  «h- 

•hrvj  ifc*t-i«wtifj.  ,^tx  wotaM  thtt  M>  nrj  10 

liml.Hi  <Jlvi  Hwn  tvm  at  i.-f  utv  prtct* 

4T«Ki  Ixiv  o.  *  W  tvil  WViitr  you  HJK  JIT 
it-e  JI  l<>  «»«  otf  MM  rcju^f 7**.^  hui  Bi 

-•iii-f  <rf  llw  HrrT»-tri  c«l  of  *«|  jnd  wort^ 
Ov«rco«l«.  »Q. 


19  Hi  C1H   Suit,  .nd 


81*  «i  »*0  Suit.  «nd 
v«rco«l».  91  O. 


$15 
917 


C  reJucfJ  J.5  lo  4O  per  «n 

THE;  HABIT.  GO  TO 


$5.OO-K°nucsvevrls?sr-FREE 

Biginnint  Ju.  3d  tad  Continut  Biluct  if  Mwrth. 


SUITS  or  «*  >|    C     MADE  TO 

OVERCOATS   ^P     I    9    ORDER 
MM**  •  llk<  •*  •)  TrMMn  «  FM|  |ML 


Tin  Mill  End  and  Rimunl  Trenir  Sato  it 
99c  i  Lie.  SI-98  a  Pair,  and  S2.60  a  Pair, 


-,x  .,..,,..,..„ 


III  Wei 
Federal  St. 


i/sa^sM^1 


J4  SUIT  CASE  FREE 

$4  TROUSERS  TO  ORDER  FREE 

$4  Fuer  Vat  T*  Qrfer  Pm 

With  Every  Order  for  Suit  or 
Overcoat. 


The  two  advertisements  here  reproduced  of  the  Scotch  Woolen  Mills  Co.,  are  a  type 
of  the  special  sale  advertising  done  by  a  number  of  similar  concerns  throughout  the 
country.  They  never  reduce  prices,  but  always  offer  some  extra  inducement  such  as  a 
suit  case,  a  pair  of  trousers  or  a  fancy  vest,  or  a  pair  of  shoes.  This  is  perhaps  just  as 
effective  as  knocking  a  goodly  sum  from  the  regular  price  and  will  not  produce  a  tendency 
toward  lower  prices  at  ordinary  times.  This  style  of  advertising  might  be  adopted  by 
clothiers  selling  ready-to-wear  clothing  in  the  dull  season  instead  of  slaughtering  prices 
right  and  left. 

A  large  number  of  credit  clothing  stores  are  springing  up  in  the  larger  cities.  These 
installment  houses  will  continue  to  branch  out  until  every  branch  of  retail  trade  is  included. 


WOMEN'S  CLOTHING 


277 


That  they  fill  a  "long  felt  want  "  cannot  he  doubted.     These  stores  cater  to  the  working 
cla»es  and  to  a  certain  extent  to  the  less  careful  among  the  professions. 

We  reproduce  two  advertisements  of  (his  class  of  stores.  That  of  Menter  &  Rosen- 
bloom  Co..  Columbus.  Ohio,  is  very  well  displayed.  The  prices  quoted  are  certainly 
low  enough  to  be  attractive  to  those  working  for  .small  wages. 


How  this  Store  Has  Grown 


New  Styles  are  Coming 


Silk  Skirt.      Walking  Sklrtj 
Millinery          UdW  Shoe* 


Men's  Overcoats  at  $7  up 

Men's   Suits   at  $7  up 

Boys'  Suits  at  $2  up 

Men's  Hati.JI  to  $3 

Menter  &  Rosenbloom  Co. 

33-35  West  High  St. 


Askin  &  Marine  operate  a  number -of  stores  throughout  New  York  State,  and  the 
advertisement  reproduced  is  for  use  by  all  of  them.  This  is  a  very  creditable  piece  of 
work.  The  harvest  field  scenery  might  better  have  been  omitted  and  clothing  illustra- 
tions used.  The  argument  in  favor  of  credit  is  rather  hard  to  believe,  but  may  be  true 
for  all  that. 


CHAPTER  XLIII 

WOMEN'S  CLOTHING 

IF  THERE  is  any  kind  of  advertising  that  requires  more  attention  than  another  it  is 
the  advertising  of  women's  clothing.  A  close  attention  to  details  is  absolutely 
necessary  to  make  it  a  success. 

Women,  more  so  than  men,  will  read  the  advertising  pages  of  the  newspaper  very 
carefully  in  an  endeavor  to  find  the  most  favorable  offerings.  In  the  proper  seasons 
women  look  for  the  clothing  offerings,  compare  those  of  the  different  stores  and  make  the 
store  whose  offer  pleases  them  most  the  starting  point  of  their  shopping.  As  a  usual 
thing  if  the  offering  is  what  she  conceived  it  to  be  a  sale  is  made  and  her  shopping  is  ended. 
If,  on  the  other  hand,  the  offering  is  not  up  to  the  advertising  she  passes  on  to  the  next 
store,  and  continues  doing  so  until  the  garments  to  be  purchased  are  found  satisfactory. 

To  make  such  advertising  successful  the  garments  must  be  carefully  described. 
Women  love  to  read  all  about  dress.  They  will  read  the  clothing  announcements,  even 
after  they  have  made  their  purchases,  for  the  purpose  of  comparing  styles  and  values. 

It  is-  almost  as  necessary  to  quote  prices  as  it  is  to  advertise  that  clothing  is  for  sale. 
If  it  is  possible  to  make  the  price  appear  a  special  one,  or  a  reduced  one,  the  effect  is 


278 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


greater.     A  woman  dearly  loves  a  bargain  and  will  chase  all  over  the  city  to  get  it.     But, 
mind  you,  when  it  is  found,  it  must  be  as  represented,  a  bargain. 

Babbitt  &  Co.,  Albany,  N.  Y.,  had  a  very  strikingly  displayed  advertisement  occupy- 
ing half  a  page  in  the  Albany  papers.  This  advertisement,  which  is  reproduced  on  this 
page,  while  a  handsome  piece  of  typography  is  hardly  calculated  to  sell  many  women's 
suits.  This  advertisement  is  written  in  the  old  stereotyped  way.  Note  these  old-time 
phrases : 

"In  wearing  our  garments  ladies  can  feel  assured  of  being  cleverly 
and  properly  dressed." 

"We  give  our  patrons  the  very  best  garments  the  world  produces  and 
at  the  lowest  prices." 

"We  have  a  most  complete  line  of — 
"Our  line  of  -    -  is  a  very  choice  one." 
"We  also  show  a  large  assortment  of — 
•"A  choice  line  of  high-grade — 
-  in  great  variety." 


Correct  dress  for  women 


red  o(  beta*  clntHr  and  areptrly  tmtti     V,  give  , 
the  lowot  poartWt  prtCM. 
>«  in  Panne  Velvets.  Chilian  Bru*lolh>  and  fann  mxturct  to  loaf 


In  wearing  our  garments  ladies  can  led  as* 
very  best  garments  the  world  produces  and  i 
We  have  a  most  complete  line  of  Street  Cnstu 
and  short  coat  effects,  also  fancy  Eton*. 

•Our  line  of  gowns  for  evening  wear  is  a  very  choice  one  -  some  la  all-over  lao,  act.  vnUfl,  radiums  and  crepe-4 

Coals  and  evening  wraps    lit  for  all   functions.  Fur-lined    Coats  lor  day  or    eveninf  wear,    also  Fur  Coats  lor 

Automobiling  ana  driving. 

We  also  show  a  large  assortment  of  very  smart  wains,  to  fancy  and  plan  s>Hu.  bee.  Quay  tat  Baby  Irak 

and  all-over  lace. 

A  choice  line  of  high-trade1  fur  sett     Ermine.  Lynx.  Mink,  P« 

Separate  Skins,  Coats,  Silk  Petticoats  and  Ram  Coals  In  greal 


ian  Lamb,  Beaver  aad  Sojukrd. 
variety. 


BABBITT  &  CO. 


ALBANY  i    CUATIST    CLOTMIM    TO    ION. 

451-453  Broadway,  «    «    «    « 


OULO«£N 
Alfcaqy.  N-  V. 


<  •  B  m  , 

p  » •  •  m  i 

a  B  E  2 

'"  *  H  I 


The  price  question  has  been  entirely  ignored,  but  as  this  may  be  regarded  as  a  formal 
announcement  of  a  season's  opening  they  might  properly  be  omitted.  However  good 
this  advertisement  may  be  to  look  at,  a  reading  of  it  will  not  give  any  woman  an  idea  of 
what  the  garments  mentioned  are  like,  nor  how  much  they  cost. 

Compare  this  advertisement  with  the  opening  announcement  of  Simpson  Crawford 
Co.,  New  York,  N.  Y.  In  the  latter  advertisement  we  have  a  formal  invitation  to  attend 
an  opening  to  be  held  on  certain  dates.  Is  that  all? 

The  strong  advertising  value  of  the  Simpson  Crawford  Co.'s  advertisement  lies  in 
the  absence  of  words  and  the  presence  of  pictures.  Can  any  one  look  upon  this  advertise- 
ment and  say  illustrated  advertisements  are  not  stronger  than  all-type  displays?  This 
is  as  handsome  an  advertisement  as  can  be  found  anywhere,  and  of  its  class  about  as 
effective  as  any. 

The  illustration  in  Babbitt  &  Co.'s  advertisement  is  good  but  it  is  merely  emblematic. 
It  is  not  a  picture  of  a  real  gown.  Those  shown  in  the  Simpson  Crawford  Co.'s  adver- 
tisement are  representations  of  real  gowns  worn  by  real  women.  As  such  they  deliver 
their  message  to  every  woman  who  sees  them. 

While  the  illustration  of  Babbitt  &  Co.  illustrates  a  tendency  of  dress  styles  toward 


WOMEN'S  CLOTHING 


279 


shepherds*  plaids,  there  is  not  a  word  about  them  in  the  advertisement,  which  is  a 
mistake. 

My  far  tin-  greater  part  of  women's  clothing  advertising  is  carried  out  upon  the  sale 
principle.  At  lea>t  tlii>  is  so  in  the  larger  cities.  The  women  like  to  buy  goods  at  speci- 
ally reduced  prices.  If  she  can  choose  between  a  $50  dress  for  $25  at  one  store,  and  a 
**>:>  die-  tW  s •_'.-,  at  another  store,  both  being  of  equal  value  in  style,  material  and  make, 
she  will  surely  choose  the  former.  Advertisers  recognize  this  fact  and  often  inflate  prices 


Grand  Fall   Opening 


mmr^^^mi^^  :^smrs 


for  the  purpose  of  reducing  them.  'Each  merchant  must  decide  for  himself  whether  to 
adopt  such  a  questionable  method  or  not. 

The  Keely  Co.,  Atlanta,  Ga.,  advertise  a  special  in  white  linen  skirts  in  a  sensible 
manner.  They  do  not  claim  that  the  skirt  is  a  $7.50  skirt  for  $5,  as  some  would,  but  they 
make  an  even  stronger  claim  than  that,  because  it  is  worthy  of  credit.  The  display  of  this 
advertisement  is  all  that  can  be  asked.  Every  part  of  it  is  in  perfect  accord. 

The  story  is  told  in  the  introduction.     The  skirt  is  then  described  and  the  price  given. 


280 


HOW  TO  ADVERTISE  A  RETAIL  STORK 


But  a  great  deal  of  the  value  lies  in  the  headline.     Upon  muling  the  words,  "Of  course 
you  want  a  white  linen  skirt,"  you  can  almost  imagine  you  catch  the  inflection  of  the 
voice,  it  is  so  persuasive.     Of  course  every  woman  would  say  "yes"  to  this  proposition. 
There  is  one  fault  that  appears  in  this  advertisement  that  can  be  found  in  a  large 


Of  Course  You  Want 
a  White  Linen  Skirt 

Every  fashionable  woman  will  want  a  supply  of  white 
linen  skirts  lor  Spring  and  Summer  wear.  Here's  a  chance 
lo  buy  them  at  a  very  lowprico — thenewest  style,  thoroughly 
well  made  it)  syery  detail,  perfect  fitting  and  altogether  satis- 
factory skirts..  We've"  contracted  (or  a  thousand  of  them; 
the  first  hundred  will  be  on  sale  tomorrow  in  our  popular 
se  ond  8oor. 

This  Skirt  Is  Warranted 
All  Pure  Linen  and  Thor- 
oughly Shrunk 

Before  deciding  upon  this,  our  leading  strl*  In 
White  Linen  Skirts  for  1906,  we  bad  samples  sub- 
tnitted  by  a  half  dozen  of  the  best  New  York  manu- 
facturer*. This  was,  hy  far,  the  best  of  the  lot  and 
we  are  sure  tbat  you  won't  find  its  equal  in  other 
stone  at  anything  tike  so  low  a  price. 

It'l  made  of  an  excellent  grade  of  white  linn, 
medium  "weight  and  thoroughly  shrunk.  The  de- 
sign is  exactly  as  shown  in  the  ae- 
companrintt  illustration  —  circular 
gored,  full  HamLand  finished  with 
plaited  pane*.*.  A  very  stylish  and 
serviceable  skirt. 


Keely  Company 


A  Number  of  Tailor 
and  Afternoon  Gowns 
at  Prices  Which  Have 
Been  Considerably  Re- 
duced, as  Follows: 


$19.50 

S8.U  ind  138  BO  Eton.  Bol.ro  mil 


Covert  Jackets 

Menu/  «2o.OO  tad  tu 


"1906"  Styles  m  White  Wawt* 

Superiority— tkafs  the  Irynott  of  this  event;  inferiority 
I'M  value,  in  style  and  in  assortment. 


N»  I-*       N»  l-n»  N»  J-U »  M»  4— II  SO       N»  S-tttS 

The  waists  illustrated  above  are  representative  of  the  ex- 
cellence at  the  scores  of  styles  ready  for  choosing.  Make 
your  selections"  now.  It  will  surely  pay  to  do  so.  Early 
purchasers  will  save  accordingly  as  we  have. saved  by  pur- 
chasing early,  for  the  recent  advance  in  the  price  of  .mate- 
rials, especially  for  .lares  and  embroideries  used  (or  trimming;, 
means  an  advance  in  selling  prices  later  in  the  season  when 
depleted  stocks  are  replenished^  Selection  from  complete 
assortments  is  likewise  to  be  considered. 


«>  l'«~  Uu  'Jr ~*  '  € 


360  Beautiful  Sample 

Suits   $15 

ValtiM  S22.SO  10  J3O.50  ^^ 

lh«   b^srM   M4  Ww   hww.   IMlMtoctMtf   M    Sr«    Vort  t.l- 
ir»,t,v.  «>>«' Am  IW  k««  IOK  ol  Ik.  d«c~. .  ui     TW 


w  rhMCC  hit  Sis. 

300  Swell  Sample 

CovertJackets$7.50 


WOMEN'S  CLOTHING 


281 


proportion  of  those  reproduced  througfaoul  this  volume.  It  is  the  lack  of  address- 
Strangers  mi^lit  read  Keel\  's  adverlisetnenl  within  a  block  of  that  establishment  and 
entirely  ini^s  its  importance  to  them,  because  they  knew  not  where  the  store  was  situated. 
If  a  man  or  a  woman  has  to  feel  his  or  her  way  around  because  advertisers  have  not 


Star.  Clost,  at  5:30  o'clock 


The    Gowns    of   Paris   Are   Here 

The  Most  Artistic  Exhibition  of  a  Great  History 

TODAY  the  great  fashion  event  of  the  Spring  season  a  announced.    Women  of  Paris  go  to  Autcuil  and  Longehamps  \r  n»  the  masterpieces  of  the  great 
couturier*.    Women  of  New  York  come  to  the  Wanamaker  Exhibition.     Nowhere  els*  in  America  is  ever  to  .be  Men  such  an  assemblage  of  dreesel 
nf  the  premier  class. 


Appropriate  Opportunities 
In  thi  New  Dress  Goods 


Period  7    There  la  none,  except  the  finality  and  fulln 


of  the  art  of  every  great  designer  of  Pant, 


famous  or  newly  arrived.    Of  course  aP.  the  claaaic  periods  tun  been  studied— color  themes  and  beauty 
Uoee  have  been,  inspired  by  old  f lory  day* ,  but  newer  waa  (eniua  more  ohf  inaL  creative,  s»U-»ufflcient 

The  Linfmt  <;»«•«  are  the  bright  and  particular  cooatellation  of  the  exhibition.  Original  in  tbouxbt,  IB 
Imea.  daring  in  the  tery  fabric  ibelt  Think  of  a  lonr  coat  auiti  »hown  on  the  right  in  the  picture,  made 
entire,  coat  and  akirt,  of  tfroeWW  Ajgliiir— eyelet  embroidery  I  Yet  many  nave  called  it  the  moet  atunninc. 


h  every  stitch  of  embroidery  am) 
Atilo,  how  comprehensive  is  the 
)  Mayer/ but  a  charming  group 
» — •'  » ofberdn 


The  Display  of  Nev  Model 
LILLIAN  CORSETS 


the  moat  beautiful,  the  moet  cnara<?loristic  dreas  in  tbe  collection. 

Tberw  are  a  score  ot  tbeaw  exquisite  Lingerie  Gowns,  on  all  of  wb 
other  decoration  ia  done  by  band — marvelous  work  that  shows  how.  vo 
•TiVVri     Paris  dressmaker's  art    Most  of  theae  lingerie  dreaeea  are  from  Mauri 

star  for  wnom  we  prophesy  great  things— Fernando  BureV  Every. 
••*••     speaks  ambitious  genius,  skill,  and  marvelous  care  for  details. 

1        The  Coat  Suits  present  another  distinguished  collection.    Mme.  Paillard,  wife  ul* the, great  ctoakmaker, 

to  give  new  fame  to  tbe  name.    Her  productions  are  pre-eminent  in  thia  superb  group. 
The  1830  Dresses  represent  the  very  lateet  Paris  thought'   Our  representative  got  the  word  just  before 
left  Paris,  and  tbe  gowns  are  here.  , 

And  right  there  ia  the  key  to  WixiMAin  preeminence— our  representative  was  in  Tans  days  am 
weeks  later  than  any  other  American  buyer,  waiting  lor  the  appearance  of  tbe  choice  things  that  the  Parii 
Bssmaker  always  bring*  out  alter  the  commercial  season  iaover.  Let  the  exhibition  tell  this  to  you  Idr  itself 
The  Broadway  window  fives  you  the  first  lascinating  glimpse.    Tbe  Second  floor  holds  tbe  real  Exhibi- 
in,  and  tbe  Rotunda  Balcony  has  been  requisitioned  to  meet  the  requirements  of  the  extraordinary 
display 

In  addition  to  the  dresses,  we  exhibit  today  a  most  charming  collection  of  Paris  Lingerie  Blouses— tbe 
rage  of  the  season. 

Tbe  Paris  Millinery  is  reinforced  by  magnificent  productions  from  WANAMAIXR  workroo 
Men  brought  forward  for  the  week's  great  fashion  event 

Our  New  York  friends,  and  all  visitors  to  the  city,  are  cordially  invited  to  enjoy  the  gi 


Vigorous  Last  Days 
Of  the  March  China  Salt 

THE  U*  <k»  W  lat  Onu  b.1.  of  rk<«. 
Bnr-*  Brat  Md  Cul  ClM  M«  M  full  W 


.  CM  <JI»  •>  mn  to  te- 


x.'Zi  rsras 

~ 


1£iirr!uffM.|>Mlt  *M*Md  «  ptnk 

T  XZVS  t~-  n^.' 


EiprnroMd  Wfn  will  adp   you   find  ttw 


i  «ar»iin««,  UM>^ 


s  which  hav 
at  Exhibitioi 


of  Dress. 


Men's  Sails  and  Overcoats 

FRd.7.hk«y<tlml.y. 
Wt  k«w  dtvMcd  mudl  mtuntwo  to  Mil 


Dressing  the  Boy 


IlMir  Ht»f«OM>n.  I 


GLOVES  of  Elegance 

rjPBIN'GTIMB    h«»J«»mii|r»— the    (•moqf 


Formerly 
1 — A.  T.  Stewart  &  Co. 


JOHN  WANAMAKLR 


282 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


advised  them  where  they  are  to  be  found  the  advertiser  must  expect  to  lose  some  of  the 
profits  from  sales  that  might  have  been  made. 

The  Columbus  Dry  Goods  Co.,  Cohimbus,  Ohio,  advertisement  would  look  better  if 
the  display  made  there  by  the  type  matter  was  upside  down.  We  have  nothing  to  say 
against  the  use  of  the  firm  name  at  the  top  of  a  large  advertisement,  but  in  a  small  one 
it  certainly  plays  "hob"  with  the  display.  If  a  headline  is  used  the  two  are  continually 


r20% 

Off  All 
Embroideries 


A  Golfer  for 
Summer 


Far  ift.  Cr»»lng»~At,  Horn* 
At  th»  Retort—At    Cu 
tit*  Lot* 


Aa  it  appears  to  us. 
the  real  Embroidery- 
selling  season  tt'neanng 

and,  we  have  too  Urge 
intent  Tbu 
but  one  thing — 
a  clearance.  Surely 
you  II  appreciate  it  com- 
ing as  decisively  as  this 
for  to-morrow 

•XI    )u«U> 


hich  more    genuine 
ded   than    the 

ktt  Wken  tl"coal- 

evemogs  con*.  and  ,t  matter,  not 
where  you  arc  this  summer—  you 
•re    sure    to    feel     them  — 
knitted  goiter  will  give  you  pe 
fect  comfort 
To-morrow  we'll  offer  the  following  litest  styles 

mil,,  I   Ci.ll    .Inrlu-u        in      •hilr.l     Fine    "Norfolk1     GolfeT 
cardinal.    bluet,    or    nary.    «ilh    •BSlMhe  or  eunliaol 
•hapou1     tl.i-ve-       havint     lung  ruflii  'K-lt     ami       pretty       auarl 
and  new     tun.tmi    collars 


Jm.  .wtor  mf  to   Ike  V.TV  beooil  |«ium,  »JI  he  OSV. 
od   alt  Jay    Ur-agorTJtw'  wHk   a  uWoual       off 
iaar«4d  price..   o<  |a.l 

JOHN  LAIULAV  *  ION 


Ki.itl.il    "HuMor    llrown"    Jurk.-U. 
tlr  bov*  nnd  pi'1".    ju«t    tbr   very   br 

ptr  gnrinrni     uiroixJing    tu  "iw.    1  -'"' 

JOffN   LAIDLAW  *  SON 


•v.  rartlinnf  or  browr 
(arnrnt.  lor  all  rK.I 
>g«,  priced  to-morrow 


1.35 


Navy  Blue  Lustres  and  Serges-The 
Best  (or  Bathing  Suits 

I*  all  the  realm  ol  plain-colored 
material!  navy  blue  liutm  and  wrge>  are 
the  moat  durable  lor  hathing  auits  Neither 
of  these  materials  cling  to  any  m.ttceable 
extent  when  wet.  'and.  though  light  in 
weight  they  posaetsgreat  strength  and  wear. 
ing  qualities  To-morrow  we'll  give  yon  a 
chance  to  aecure  the  best  material  for  a 
bathiug  suit  at  an  small  price.  Like  this 


Silk  Remnants  at  Nearly  Half-Price 

Alter  •  thorough  "cleaning  up  of  our  (ill  •ertion.  we  bave 
•umc  fifty  or  »i«ty  end» — the  remn*nt»  of  ibc  mod  popular  >.lk> 
we  bad  in  our  Mock  tbia  aurnmer  AJ  tbo*  all  run  from  2  to  5 
yarda  IP  length — (be  majority  nearer  tke  larfrr  number — «be  po»- 
sihililv  of  getting  them  it  nearly  ball  what  it  would  coat  to  buy 
|u»t  MT  many  ylrd»  •  fewdaya  a(n  aboulJ  be  very  gladly  accepted. 
To-morrow,  any  time.  a*k  (or  the  fill  _  renmanu  at  a  little  over 
balf-pnce. 
JOHN  LAIUI  AW  *  SON  . 


IAVV    Bl.l'F  l.r«TllE    fall  3«iack 
»i-i-      imported    fnpHjallv    for  Iwlh 


NAVY    Bl.fK   SRRCE.  lull  36  inch-     wnle       ol     enap 
y    modrrnlr    jw.i-.    uc    (hi.  above     liMlrr.    par    yur.i 


Beautiful  White  Nightgowns 

Tasteful  designs,  combined  with  dainty  lace  and  embroidery 
with  perlect  '  suiag'  have  been  responsible  lor  creating  the  unpre- 
cedented business  we  have  enjoyed  in  our  white  section  this  season 
We  are  proud  ol  the  reputation  we  have  gained  in  this  regard — and 
are  evet  adding  to  proud  enough  of  it.  that  nothing  we  can  pos- 
«ibl>  prevent  shall  ever  cause  a  lessening  ol  puhlw  approval  Wed- 
rie-day  will  see  several  values  offered  in  choice  styles  of  lingerie 


w.1   v.i    l.k.»*.    Ik.    lroe.li     ver.    ar.-llv 
,.!...., I., ..I    mlr.    rollar   an. 

±    | 


Children's  Pretty  Summer   Dresses 

Modern  methods  and  machinery  have 
jwrped  the  mother  •  place  of  fa*bioaing  her 
little  girl»  garnenta  heraell.  To  buy  ma- 
ferula  now-a-dayi  and  <pend  boura  making 
them  up  »  tuch  an  eipenditure  alona>ioe 
tbat  of  buying  them  ready-to-wear  that  no 

wifhea  to  make  it  It  kmt  been  our 
pride  all  along  to  keep  the  prettied  cullec 
ti.m  ol  little  dre«ea  in  the  city  We  claim 
that  distinction  right  now.  Will  you  com* 
to-morrow  and  give  your  opinion  ? 

KKil,    HrLMivly       Ih.,.       .,,h     vrry 

''I        llr..ullful      Vtll       lur.      f.kl 


vying  with  each  other  for  prominence.     In  this   advertisement  the  headline  has  been 
omitted.     The  advertisement  is  weak  without  it. 

The  illustration  is  used  as  the  central  point  of  attraction  and  the  paragraph  set  in 
heavy  faced  type  is  expected  to  hold  it,  if  the  prominently  displayed  prices  do  not. 

the  name-plate  had  been  placed  at  the  bottom,  the  illustration  shoved  to  the  top, 
and  a  prominent  headline  inserted  at  the  top  there  would  have  been  no  necessity  for  the 
use  of  heavy  faced  type  in  a  whole  paragraph.  An  advertisement  of  this  kind  requires 
a  border  to  hold  it  together.  Without  it  it  looks  as  if  it  was  ready  to  tumble  to  pieces. 


COAL 


283 


.laeoby  Bros.  I>os  Angeles,  Cal.,  give  us  a  well-displayed  advertisement,  barring  the 
position  of  the  name-plate.  The  headline  is  an  eye-catcher  and  of  the  kind  that  will 
load  to  u  further  perusal  of  the  advertisement.  "Just  for  Thursday"  is  given  prominent 
display  and  should  impress  readers  with  the  importance  of  the  items  that  follow. 

The  .John  Taylor  Dry  Goods  Co.,  of  Kansas  City,  Mo.,  commit  the  same  fault  as  the 
two  advertisers  last  mentioned.  They  desire  to  give  prominence  to  "'1906'  styles  in 
white  waists,"  but  fail  almost  in  doing  so  on  account  of  the  heavy  name-plate.  Cover 
this  name-plate  with  a  piece  of  paper  and  see  how  prominently  the  headline  will  spring 
out  from  this  advertisement.  The  balance  of  this  advertisement  is  very  cleverly  arranged. 
The  solid  mass  of  type  with  the  indentation  at  both  sides  gives  the  advertisement  a  com- 
pact appearance. 

The  method  of  numbering  the  illustrated  waists  and  describing  them  is  exceedingly 
good.  The  use  of  italics  is  recommended.  If  used  in  moderation,  as  in  this  case,  it  is 
cornet 

We  reproduce  a  page  advertisement  of  John  Wanamaker's  New  York  store.  It  is  an 
annomieemeiit  of  the  opening  of  their  Paris  costumes.  The  advertisement  writer  has 
cleverly  worked  in  special  sales  of  different  articles  around  the  announcement  proper. 
The  illustration  is  very  good,  representing  as  it  does  a  feature  of  Parisian  lift — the  cafe. 

The  advertisements  of  John  Laidlaw  &  Son,  Kingston,  Ont.,  are  excellent  from  any 
point  of  view.  They  are  attractive;  they  are  informative.  Prices  are  prominent  and 
descriptions  adequate.  The  illustrations  harmonize  with  the  text;  the  typography  is 
good.  At  first  glance  these  advertisements  may  appear  crowded,  but  they  are  not. 
Women  will  read  such  advertisements  as  eagerly  as  they  would  a  sensational  novel. 


CHAPTER   XLIV 


COAL 

THE  coal  man  wastes  more  space  than  most  advertisers,  not  because  he  uses 
extra  large  spaces  but  because  he  does  not  use  the  small  spaces  he  uses  well. 
Coal  is  one  of  the  hard  things  to  advertise  in  an  interesting  way.     Prices  in 
most  places  are  fixed  by  "common  consent"  so  that  price  is  not  such  an  inducement 
in  a  coal  advertisement  as  it  is  in  other  lines. 

The  sum  total  of  the  cdal  man's  advertising  seems  to  be  the  "keeping  of  his  name 
before  the  public."     This  is  of  some  value,  but  it  is  not  considered  good  advertising  these 
days. 

The  advertisement  of  The  Central 
Coal  &  Wood  Company  is  of  this  order. 
It  is  merely  keeping  the  name  before  the 
public.  In  the  small  advertisement  of 
Chalfant  Bros.,  Philadelphia,  Pa.,  we 
have  some  kind  of  information,  even  if  it 
is  merely  the  price. 

In  these  two  small  advertisements  we 
have  at  least  four  points  that  might  be 

is   done   in 


C«-f«l    Offto* 


fOAI     "nest  Quality 
l/u/iij       LEH!BH 


.00 


EGG  $0.25  PE 
STOVE  h  CO 
NUT  u 

Per  Ton  2240  Pounds 

A  full-weight  guarantee 
(worth  $50.00)  delivered  with 
each  order. 

Chalfant  Bros. 

1314  North  44th  St. 
Both  Phones. 


made  much  more  of  than 
either  advertisement.  They  are,  quality— "Best  American  hard  coal"  and  "Finest 
quality  Lehigh;"  prompt  delivery;  guarantee  of  weight  and  price.  These  points  em- 
phasized are  of  value  to  the  coal  man's  advertising  campaign. 

In  the  advertisement  of  J.  H.  Leonard,  Kansas  City,  Mo.,  we  have  another  type  of 
coal  advertisement.     To  this  type  belongs  the  advertisements  of  the  Reading  Coal  Pockets, 


284 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Trenton,  N.  J.,  Rogers  Coal  Co.,  Hamilton,  Ont.,  A.  J.  Bird  &  Co.,  Rockland,  Me., 
Murray  City  Coal  Co.,  Columbus,  Ohio,  and  also  that  of  the  West  River  Coal  Company, 
New  Haven,  Conn.  This  class  of  advertisement  always  carries  with  it  some  kind  of  an 
illustration.  If  one  can  be  had  showing  the  coal  in  action  all  the  better;  if  that  can  not 
be  obtained  any  old  cut  that  indicates  coal  seems  to  answer.  Most  of  these  illustrations 
are  worthless.  Some  are  worth  something,  while  at  least  four  of  the  lot  are  pretty  fair. 

The  illustration  showing  the  extent  of  the  Kansas  City  coal  yards  of  J.  H.  Ix-onard, 
though  crudely  drawn  suggest  vastness,  greatness,  and  these  suggest  economy. 

The  coal  pockets  illustration  may  be  pu/xling  to  most  of  us,  but  the  illustration,  is 
explained  by  the  text,  and  together  they  make  quite  a  strong  advertisement. 

The  illustrations  in  Bird's  and  in  Murray's  advertisements  might  be  used  with  several 
other  kinds  of  merchandise. 

St.  Bernard,  Louisville,  Ky.,  gives  us  an  atrocious  cut.  The  text  is  good  and  the  adver- 
tisement would  be  better  without  the  illustration. 


I  Inmost,  Modem  Coal  Yirds 

IM  Too  Ata«r  taM  kr  Mr  fcfcoj 


The  Murray  City  Coal  Co.  advertisements  are  the  best  of  the  lot,  for  they  give  reasons 
for  buying,  and  as  before  stated,  it  is  hardly  worth  while  advertising  prices  when  prices  are 
the  same  in  every  coal  yard  in  the  city. 

It  might  be  a  good  plan  for  a  coal  merchant  to  say  unto  himself.  "Now  there's  that 
Pocahontas  coal.  Who  should  use  it?  Who  can  use  it  to  best  advantage?  Very  well, 
I'll  tell  these  people  all  about  the  good  qualities  of  this  coal.  I'll  tell  them  how  to  use  it 
to  get  the  best  results.  I'll  tell  them  when  it  is  best  to  buy  it.  I'll  tell  them  why  it's 
policy  and  good  business  on  their  part  to  buy  it  from  me.  I'll  tell  them  what  it  costs, 
etc.,  etc." 

Then  let  him  sit  down  and  write  half  a  dozen  advertisements  bringing  out  one  or  two 
points  in  each  and  making  them  show  up  strong.  Then  he  has  the  beginning  of  a  good 
campaign.  Let  him  take  every  other  kind  and  class  of  coal  he  has  and  do  the  same. 
Then  we  would  have  better  and  more  interesting  coal  advertising.  Circulars,  blotters, 
booklets,  novelties,  etc.,  can  be  used  as  reminders  and  will  aid  in  keeping  the  prospective 
customer  in  touch  with  the  firm. 


Relative  amount  of  fuel  consumed  to  Warm  \ 
a  8  room  house 


Coal  Pockelm  versus 
Co.il  Yard. 


A 


Heading  Coal  Pockets, 

-J03  H.  wniow  St.  Telephone  1026. 


We  i:e  (ttlut(  a  tat|C  lloct  ol 

Wes< 


^"»  f 

Coal 


R..  C.  WHITEHEAD 


Thing  to  Know 


100   liushrl.  .    .    .  $13.00 

JOS.  WALTON  &  CO.- 


Main  Ottici  213  MSI.  •"- 

Doa'l-Put  On  Gelling  >our 


ROGERS  e©AL 


Burn 


Besl 


A.J.BIRD&CO, 


PriceS~«»  Low  u  any 

body'*.     Never  Undersold. 


80CKUNO.  ME. 


WE  CLAIM  TO  ISU 

EXPERTS 
IN  SELECTION 

AND  PURCHASE 
OF  COAL 
OUR   TRADE  MAKK 

"  KOAL." 

GUARANTEES    THE 
BEST. 

W,F,  GILBERTS,  CO 

65  Church  5t 


COAL 


JOHH  WORTH1HGTON. 


West   River 


Compamyi 

Lgclin  Sinibrson,  Piisldint. 
Wilbur  H.  Razil,  MiM|ir 

Office,  625  W«shintton  AT»- 
\rnrt.  No    2  Wood  St. 

WEST  HAVEN 


IT'S  A   HOT  SUBJECT 

To  talk  about  just  now,  hut 
your  interests  demand  it. 

Lay  in  your  sto<Jt  of  win- 
ter coal  now.  Coal  will  cost 
mu<?b,  more  before  it  costs 
less. 

If  you  buy  now,  you'll  (jet 
clean,  .dry,  reliable  coal  »t  a 
money-saving  price — if  you 
come  to  us  for  it. 

Use  POCAHONTAS  in  Your  Furnace. 
Murray  City  Coal  Co. 

»»..!,,  V.IMIM,  S  1.2  w.  B,~,  rill,..,  PI,.*..    1 43S 


Weigh  Every\Speck 


if  '-.,nl  vnu  get  from  118,  and  you 
ill  fiiid  It  jillt  the  correct 
•right.  \\ V  are  kept  quite  bu»» 
to  winter  orden, 


but 


tin 


perffH-ftr.  \\>,  i.n  thU  aide  of 
the  .-<.!! I  f.-n.  .•.  know  that  it  paT» 
tn  get  ronl  now.  The  Rerrlce  la 
better,  the  coal  I*  cleaner,  the 
prirei  are  lower  than  thej  are  In 
the  winter. 


•  WISH 


Pocahontas,  Thacker,  Hocking  Coal  &  Uoke 

Murray  City  Coal  Co 


HERE'S  YOUR  COAL,  MADAM! 


Put  into  your  ctllir  with  no  In- 
convenience or  annoyance  to  you. 
Bin  filled  op  with  clean,  honcit 
coal,  all  ready  to  last  half  the  win- 
ter- Orders  filled  in  summer  are  apt 
to  be  just  a  little  bit  better  attended 
to — it  that's  -possible,  for.  we  are 
not  quite  v>  busy  at  that  time.  Any 
time  you  want  an  honest  measure 
»i  honest  coal,  come  to  us. 


Pocahontas,  Thacker,  Hocking  Goal  &  Coke 

Murray  City  Coal  Co. 


Cllli.n  Pb...   1 433 


BERNARD 


Mam  Office  f3«~WesMa/n.     Phones  932. 


ALL  KINDS 

We've  Got  It---  You  Need  It. 

IT  WILL  BE  HIGHER 

Webster-Tylloch  Coal  Co. 

in6  West  8th.  and  tit  and  Quincy.      Both  Phone*. 


286  HOW  TO  ADVERTISE  A  RETAIL  STORE 


CHAPTER   XLV 

DEPARTMENT    STORES 

WHEN  we  pass  down  the  aisles  of  the  great  department  stores  and  see  the  busy 
salesmen  and  saleswomen  passing  out  thousands  of  dollars  worth  of  mer- 
chandise to  the  surging,  jostling  crowd  we  are  wrapt  in  wonder  at  it  all.  We 
ask  ourselves  the  question,  "What  is  the  force  that  brought  all  these  people  into  the  store 
in  search  for  these  goods?"  The  answer  is,  "Advertising." 

Then  we  turn  to  the  newspaper  and  scan  the  large  advertisements.  In  the  larger 
cities,  pages,  only  pages  are  used,  and  we  wonder  how  these  advertisements  can  be  pre- 
pared, day  after  day,  in  such  a  manner  as  not  only  to  interest  the  public  enough  to  cau.se 
them  to  read  the  advertisements  but  to  force  them  to  call  at  the  store  and  buy.  How  are 
all  these  wonderful  bargains  procured  and  how  are  they  gathered  together  for  use  at  the 
proper  time?  This  latter  is  the  advertising  man's  work.  He  must  keep  the  store  full  of 
customers,  he  must  keep  each  department  busy.  Sales  must  not  drop  behind  even 
though  the  heavens  fall.  If  there  is  a  bad  showing  even  for  a  day  extra  efforts  must  be 
made  to  "catch  up"  and  "pass"  the  standards  set  by  previous  business. 

Some  advertisers  find  it  extremely  difficult  to  make  their  announcements  interesting 
because  they  use  only  small  space.  They  are  of  the  opinion  that  it  is  an  easy  thing  to 
prepare  a  page  advertisement.  It  is  if  that  page  comes  only  once  in  a  while.  But  \\hen 
page  after  page  must  be  prepared  as  day  follows  day,  it  is  not  so  easy  a  task.  The  adver- 
tising man  of  a  large  store  must  be  continually  upon  the  alert  to  take  advantage  of  every 
circumstance  that  occurs  outside  of  the  store  as  well  as  inside.  He  must  be  a  person  of 
profound  knowledge  of  human  nature.  He  must  have  artistic  tastes  and  temperament. 
He  must  be  well  read  in  the  literature  of  the  day.  He  must  keep  posted  upon  values. 
He  must  know  the  ins  and  outs  of  the  firm's  business,  aye,  he  must  even  know  what  is 
going  on  in  the  other  stores. 

A  former  advertising  manager  for  Marshal  Field  &  Co.,  Chicago,  111.,  in  an  article 
some  years  ago  that  appeared  in  The  American  Hatter,  says: 

"Advertising  is  a  life  study.  Everybody  knows  a  little  about  it,  but  nobody  knows 
all  about  it.  Perhaps  nobody  ever  will  know  all  about  it.  To  do  that  would  require  a 
knowledge  broad  enough  to  cover  all  the  principles  of  human  action.  But  many  of  us 
know  that  advertising  will  turn  the  attention  of  people  to  our  business,  and  will  thereby 
help  that  business.  And  between  the  knowledge  of  that  simple  fact,  and  the  ultimate 
understanding  of  the  why  and  wherefore  of  all  things  commercial,  lies  the  scope  of  the 
possibilities  of  advertising." 

Advertising  is  a  life  study,  and  like  any  other  subject  will  never  be  learned  by  one 
man.  Every  man  may  become  expert  along  certain  lines,  but  he  cannot  master  the 
whole  subject  for  the  reason  that  the  subject  is  so  wide,  so  vast,  so  changeful  that  when 
he  has  learned  one  idea  he  often  has  to  speedily  unlearn  it  and  learn  another  to  take  its 
place. 

All  may  learn  certain  fundamental  principles  that  remain  fixed,  but  il  is  the  ever 
changing  phases  of  the  subject  that  must  baffle  the  "would  be"  expert  in  the  end. 

Here  are  several  paragraphs  from  the  article  mentioned  above.  They  are  worthy  of 
thought,  coming  as  they  do  from  a  master  mind : 

•  "Simplicity  is  the  ideal  in  advertising.  The  strongest  advertisement  is  the  one  which 
tells  its  story,  leaves  the  right  impression,  and  then  stops.  The  reader  will  do  the  rest. 
It  is  not  necessary  to  go  on  and  load  his  mind  with  incidental  statements.  It  is  the  easiest 


DEPARTMENT  STORES  287 

in  the  world  to  write  a  simple  advertisement — all  you  have  to  do  is  to  find  out  what 
there  is  to  say  about  the  subject  of  your  ad\ertiscment,  and  then  write  it  down  in  the 
order  in  which  the  various  points  will  best  appeal  to  the  reader.  But  if  you  undertake  to 
twist  the  facts  into  a  knot  that  you  may  arouse  the  reader's  curiosity  to  get  him  to  attempt 
to  unravel  it,  you  will  encounter  hard  work,  and  a  great  deal  of  useless  expense.  After 
all,  most  of  the  Mystery  of  Mysteries  of  advertising  consists  in  doing  things  which  are 
considered  smart  by  the  (>eople  who  invent  them  and  foolish  by  the  people  who  read 
them.  A  great  deal  of  money  is  spent  on  this  mysterious  kind  of  advertising,  but  it  is 
safe  to  say  that  half  the  money  invested  in  simple  statements  which  people  can  under- 
stand, would  bring  immensely  greater  returns. 

"Another  point  I  wish  to  mention  is  that  it  is  of  great  benefit  if  the  writer  of  an  adver- 
tisement knows  what  he  is  writing  about,  instead  of  merely  drawing  on  his  imagination, 
and  clothing  his  subject  with  adjectives,  and  bragging  about  its  supposed  merits. 
Let  him  go  see  the  thing  he  is  to  talk  about,  let  him  examine  its  points,  and  thoroughly 
understand  them,  and  then  he  can  write  an  advertisement  which  will  interest  the 
people. 

"The  writer  of  an  advertisement  should  digest  the  information  he  may  receive  about 
the  subject  of  his  sketch,  and  consider  what  points  are  known  to  the  public,  what  points 
are  commonplace,  and  what  points  stand  between  the  public  and  the  purchase.  He  will 
find  very  often  that  the  points  which  appeal  to  him  will  be  commonplace  to  the  public 
and  the  points  which  seem  commonplace  to  him  will  most  strongly  appeal  to  the  public. 
So  it  is  necessary  to  put  yourself  always  in  the  reader's  place,  and  write  your  advertise-' 
ment  from  that  standpoint.  Such  an  advertisement  is  sure  to  win.  As  fundamental  as 
this  point  seems  to  be  it  is  merely  the  application  of  common  sense  .to  one  of  the  simplest 
phases  of  the  advertising  problem. 

"There  are  some  things  which  claim  to  be  advertising,  but  are  not.  They  detract 
from  the  reputation  of  the  business  which  issues  them,  and  do  not  create  one  atom  of 
respect.  The  only  apology  that  can  be  offered  for  such  things  is  that  the  people  who 
get  them  up  don't  know  very  much  about  advertising;  in  fact,  they  seem  to  have  a  serious 
misconception  of  it.  These  things  are  designed  merely  to  attract  attention,  regardless  of 
whether  the  impression  they  make  is  good  or  bad.  But  there  is  about  as  much  difference 
between  such  attempts  at  advertising  and  real  advertising  as  there  is  between  notoriety . 
and  fame." 

The  following  extracts  from  an  address  delivered  to  the  business  men  of  Binghamtori, 
N.  Y.,  by  Ralph  B.  Peck,  advertising  manager  for  Simpson  Crawford  Co.,  New  York 
City,  and  formerly  with  Mandel  Brothers,  Chicago,  in  a  similar  capacity,  gets  down  to 
everyday  practical  detail: 

"In  large  stores  the  advertising  manager  is  virtually  the  promoter  and  works  with  the 
merchandise  man,  whose  business  it  is  to  regulate  prices  and  stocks,  and  consequently 
they  knowr  what  is  best  for  a  department.  Department  managers  buy  their  goods,  and 
no  matter  how  poor  the  selections,  they  are,  as  it  wyere,  in  love  with  their  merchandise,  but 
when  it  does  not  go  and  the  merchandise  man  puts  the  'give  up  mark'  on  it,  it  is  then 
that  the,  advertising  man  gets  his  work  in. 

"A  manager  is  out  for  profit,  while  the  advertising  man  is  out  for  volume,  and  con- 
sequently I  make  it  a  rule  never  to  advertise  regular  goods  at  regular  prices.  What  I 
insist  on  is  something  new,  or  something  at  a  cut  price,  in  order  to  give  me  an  opportunity 
to  talk. 

"For  instance,  a  manager  may  come  to  me  and  say,  'I  have  100  suits  that  have  not 
sold,  and  I  want  to  get  rid  of  them.  When  I  first  received  them  I  marked  them  $20.00, 
but  I'll  put  them  on  sale  now  at  $15.00 — they  cost  $14.25.' 

"If  I  would  take  this  item  right  in  mid-season  and  say,  '100  suits  reduced  from  $20.00 
to  $15.00,  no  one  would  want  them,  so  I  make  up  what  is  termed  the  'story'  and  when 
the  ad  comes  out  it  would  probably  read: 


288  HOW  TO  ADVERTISE  A  RETAIL  STORE 

"One  hundred  suits  bought  from  an  eastern  manufacturer  at  a  special 
price  concession.  He  over-estimated  his  orders  and  was  glad  to  have  us 
take  them  off  his  hands.  They  are  the  very  latest  styles  and  were  made 
to  sell  at  $20.  In  fact  we  have  had  the  very  same  suits  on  sale  at  $20  right 
along,  but  to-day,  as  long  as  they  last,  they  are  $15." 

"Of  course  where  the  genius  of  the  advertising  man  comes  in  is  never  to  tell  these 
'stories'  the  same.  But  in  doing  this  you  must  tell  the  truth  about  values.  If  you  do 
not,  people  will  soon  learn  not  to  believe  you  at  all. 

"The  advertising  department  has  a  corps  of  shoppers  who  go  to  every  store  regarded 
as  a  competitor  and  buy  anything  that  is  new,  not  contained  in  our  stocks,  or  any  thing 
that  we  have  on  sale  at  a  higher  price.  These  articles  are  shown  to  the  Inner  and  his 
prices  are  regulated  accordingly  and  he  keeps  in  touch  with  all  the  new  things  his  com- 
petitors have. 

"Besides  the  corps  of  shoppers  a  'count'  is  taken  twice  a  day  in  all  competitive  storo. 
and  we  know  how  many  are  in  each  respective  department  of  every  store,  and  ln>\\  many 
are  in  our  store  at  a  given  hour. 

"If  we  should  find  that  one  of  our  competitors  had  thirty  in  the  glove  department, 
another  twenty,  another  thirteen,  and  we  had  only  six  or  seven,  ^ve  would  immediately 
find  out  what  they  were  selling  to  have  such  a  crowd,  and  would  arrange  our  glove  s;ile> 
accordingly,  besides  calling  the  buyer  up  and  putting  the  'ginger'  into  him,  giving  him 
a  line  of  talk  to  the  effect,  'If  so  and  so  can  sell  gloves  and  have  thirty  in  his  department , 
there's  no  excuse  for  you  having  only  six  or  seven.' 

"The  advertising  department  knows  the  sales  of  each  given  day,  what  they  were  a 
year  ago  on  a  given  day,  and  plans  accordingly  for  each  department.  If  a  departmeal 
had  a  $3,000  day  a  year  ago,  say  on  the  20th  of  February,  he  knows  it  a  week  or  two  in 
advance,  and  it  is  his  business  to  see  that  that  department  does  not  go  behind,  and  he 
sends  for  the  manager,  plans  accordingly  and  demands  something  out  of  the  ordinary 
that  will  enable  him  to  surpass  that  record. 

"I  want  to  say  again  that  regular  goods  advertised  at  regular  prices  will  never  prove 
profitable.  I  will  go  further  and  say  that  I  would  rather  take  a  two-hundred  dollar  ad 
and  a  hundred-dollar  loss  than  to  take  a  three-hundred  dollar  ad  at  any  time.  (Jive 
your  patrons  all  you  can,  don't  give  it  all  to  the  newspapers.  And  when  you  learn  tin- 
art  of  doing  this  you  will  be  able  to  profitably  buy  twice  the  space,  for  there  is  no  paper 
that  will  pay  if  you  do  not  offer  the  proper  merchandise  in  your  advertisements. 

"Learn  to  sacrifice  profit  until  you  get  your  store  up  to  a  large  volume  of  business  and 
then  you  can  do  business  profitably,  for  your  discounts  alone  will  be  the  source  of  great 
profit.  That's  the  secret  of  a  large  concern. 

"A  store  doing  ten  million  dollars  a  year  can  make  eight  hundred  thousand  dollars 
in  discounts.  If  you  sell  a  thing  at  a  profit  to-day,  make  a  special  of  it  some  other  day, 
and  keep  on  until  you  have  gone  through  your  stocks.  For  when  you  sell  something  at  a 
loss  you  are  selling  thousands  of  other  articles  at  a  profit.  When  I  say  selling  at  a  l<»s.  I 
don't  mean  below  cost — never  do  that  unless  forced  to. 

"Every  time  you  write  an  ad  put  enthusiasm  in  it.  Believe  what  you  write  and  write 
what  you  believe.  If  you  are  not  enthusiastic,  depend  upon  it  your  readers  will  not  be. 

"I  always  try  to  make  it  a  point  once  a  month  to  'try  a  paper  out' — find  out  the  class 
of  merchandise  that  brings  the  best  results.  Some  papers  are  good  for  household  goods 
—some  for  ready-to-wear  apparel — some  are  better  for  men's  wear — and  it's  the  me^ 
chant's  business  to  find  this  out  by  practical  demonstration. 

"It's  impossible  to  tell  a  newspaper's  real  worth  by  placing  it  at  a  disadvantage  by 
running  an  ad  unsuited  to  its  clientele.  The  merchant  must  find  out  himself— you  can- 
not take  the  newspaper's  word  for  it  because  the  convictions  of  the  one  who  speaks  for 
the  newspaper  may  be  founded  upon  an  experience  that  does  not  fit  your  business. 

"No  store  can  estimate  the  exact  result  of  any  one  ad  for  any  ope  day — true,  a  store 
may  put  an  ad  in  the  newspapers  and  it  may  fall  flat— or  a  store  may  put  an  ad  in  the 


DEPARTMENT  STOKES  289 

tic\\  spapers  ami  the  results  may  even  surpass  expectations  still  the  actual  results  can- 
not In-  measured  there  is  to  come  the  aftermath  and  this  secondary  result  depends  to 
a  great  extent  upon  how  well  the  merchant  has  satisfied  those  who  answer  the  ad. 

"  Mefore  you  give  a  newspaper  an  advertisement  ask  yourself  if  it's  going  to  pay  you; 
ask  \oiirself  if  what  you  are  going  to  say  in  the  newspaper  would  appeal  to  you  as  an 
individual:  ask  yourself  if  your  advertisement  oll'ers  a  fair  and  square  deal;  ask  your- 
self if  your  ad  carries  a  buying  proposition  that  would  influence  you  to  buy  providing 
you  had  a  want  in  keeping  with  the  advertisement;  and  if  you  cannot  conscientiously 
aiis\\er  yes  to  every  question,  I  do  not  >ee  how  you  can  expect  the  buying  public  to 

MIlsU.T    \r~ 

"To  obtain  results  in  advertising  be  true  to  yourself — be  on  the  square  with  the  buying 
public. 

"A  busy  merchant  cannot  see  to  all  of  this — the  department  manager  may  be  over 
/ealoiis  may  value  his  merchandise  too  highly  that's  only  natural  lx  cause  he  bought  it. 

"The  merchant  must  depend  upon  an  organisation.  All  large  stores  have  one  man 
whose  dutv  it  is  to  check  up  each  ilt  m  in  each  ad  M  e  to  it  that  the  goods  aie  on  sale  as 
represented — see  that  the  truth  about  the  merchandise  has  been  told — and  whenever  hev 
finds  the  ad  has  not  been  lived  up  to.  the  rej>ort  is  laid  on  the  general  manager's  desk — 
readv  for  him  when  he  arrives  in  the  morning,  and  if  the  general  manager  is  of  the  right 
stuff,  woe  be  unto  the  buyer  that  does  not  live  up  to  his  ad." 

Mr.  Manly  M.  Gillam,  said  to  be  the  originator  of  the  "Wanamaker  Style"  of  adver- 
tising, and  for  some  years  Wanamaker's  chief  advertising  man,  in  an  address  before  a 
convention  of  advertising  men  at  St.  Louis,  among  other  things,  said: 

"Exaggeration  in  any  advertising  is  neither  necessary  nor  wise.  Exaggeration  is 
dangerous.  A  bargain  is  for  minnows,  and  their  patronage  never  built  a  great  permanent 
business.  I  look  to  see  the  time  when  misstatement  in  store  advertising  will  be  frowned 
upon  as  misstatement  in  the  reports  of  a  manufacturing  business  now  is. 

"There  should  always  be  bright,  snappy  talk  and  a  bree/.y  treatment  of  subject,  but 
the  truth  is  the  strongest  presentation  that  can  be  made.  Then  the  measure  of  store- 
keeping  success  will  turn  on  the  store-keeping  itself.  Then  the  endorsement  of  a  house 
for  any  article  will  be  like  the  mint  mark  on  a  golden  eagle.  Then  it  will  not  be  necessary 
to  take  pages  or  monstrous  space  to  make  an  impression.  The  fact  that  the  goods 
are  mentioned  at  all  will  be  proof  of  their  deserving  qualities.  But  not  alone  the  mer- 
chandise will  be  depended  on  to  bring  lookers  and  buyers  to  the  store.  There  will  be 
store  occasions  when  curiosity  and  interest  will  bring  masses  to  its  counters.  Thus  it 
is  that  the  volume  of  business  will  be  swelled  and  the  fame  and  stability  of  the  store 
made  to  grow,  and  all  this  without  excessive  advertising  expenditure. 

"For  several  years  past  the  struggle  of  department  store  advertisers  has  apparently 
been  to  make  an  impression  by  the  size  of  their  announcements.  Half  pages  have  been 
succeeded  by  pages  and  double  pages,  and  in  one  recent  instance  I  noticed  five  pages  paid 
for  by  one  firm.  I  think  this  very  unwise.  It  isn't  a  good  thing  for  the  newspapers  that 
print  it.  I  believe  that  no  paper  should  be  glad  to  print  advertising  that  will  not  be  helpful 
to  the  advertiser,  and  no  house  can  be  helped  by  five  pages  more  than  it  would  be  by  two 
or  possibly  by  one,  with  the  single  exception  of  the  possible  impression  of  bigness  or  enter- 
prise that  might  come  from  the  volume  of  space,  and  I  believe  that  even  this  would  be 
more  than  offset  by  the  feeling  in  many  minds  that  the  store  was  foolishly  reckless.  I 
believe  that  one  page  is  big  enough  for  the  most  enthusiastic  announcement  any  store 
need  make  and  much  less  space  could  be  used  for  the  regular  advertising.  Use  large 
space  to  emphasize  an  offering  or  occasion,  but  not  otherwise. 

"As  things  now  are,  take  a  department  store  newspaper  page  in  St.  Louis,  Chicago, 
Philadelphia,  New  York  or  anywhere  else  in  America,  cover  the  signature  and  the  date 
lines  and  it  will  be  difficult  to  tell  the  work  of  any  one  store  from  any  other. 

"Monotony  of  style,  statement  and  make-up  prevail. 


290 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


"In  days  I  foresee  this  will  not  be  so.  The  special  activities  of  the  leading  store  or 
stores  in  any  community  will  give  the  hurrah  of  war-time  to  its  advertising  and  bring  the 
delighted  throngs  of  Fair  time  to  every  selling  floor  under  its  roof." 

The  newspaper  advertising  done  by  these  large  stores  is  mostly  of  the  "clearance" 
and  "special"  sale  order,  or  consist  of  a  large  number  of  leaders  being  offered  as  a  bait. 
The  main  object  of  the  advertising  man  is  to  get  people  into  the  store  when-  the  tempting 
array  of  goods  and  the  enthusiastic  sales  force  may  have  a  chance. 

Yet,  there  is  another  order  of  newspaper  advertising  done  by  a  few  stores,  the  b<>t 
stores,  and  that  is  of  a  kind  that  is  quietly  building  up  a  business  with  a  foundation  upon 
the  rock  "quality."  These  stores  are  building  business  for  the  future;  the  former  are  of 
to-day.  Let  some  new  store  peep  forth  with  a  cleverer  manager  and  the  others  immedi- 
ately take  a  back  seat.  Sale  advertising  is  not  harmful  in  itself,  it  is  the  too  frequent  use 
of  this  means  of  attracting  a  crowd  that  will  eventually  cause  its  own  death.  Lead*  rs  and 
baits  are  a  necessity  but  should  not  always  be  offered.  The  general  public  will  become 


Js~*\\  ^^^          1  f  " 

anuary  Clearance  bales  (j 


Practically  every  department  has  seasonable,  high-class 

And  'under  regular"  with  THIS  store  means  under  what  such  goods  actually  SELL  for 


•rchandisc*  to  offet 


at  25  per  cent,  to  50  per  cent,  under  regular. 

nclilroui  valiuinm  enln  nib  our  advrrtning. 


Handkerchiefs    "fhir^  Ql 

Ounce  to  lave  a  third  on  one  of  the  moat 

Ikerchiel.— • 
illy  tell  them 


(tapir  gridei  of  women'*  handkerchief* — a 
MM  of  ine  price 


for  ill  the  ytar  round 

Ten  cento  for  pure  linen  handkerchief* 
h  hand  dra*Ti  careen  and  borden.  They 
SMMV- 


•  lUiaderedofc 

Ucn.lH.lf 
JTSfffSKS 


Not  MlU.ed  nvle.  e«Wf 
-   <  let«-vc»  »>  «"»  «»  pe««t  «•   arnaau«i 
~  none)  'pa*  ftvomc.1 

.        L«.  DA,  «d  ,U  ^  W,  *,., 

of  A  con-.  kM.  tk      Do^. 

e.   of    dM~try  oUr.rM  .trlei  M 


»This  Season's  Suits 

-a/I  a  third  under  our  own  regular  price* 

Rctibout   valuation*   play   BO   part   in  thai  clc 
price-cut.  •«  REAL    And  thewb  in  NEW. 

No  qbeation  about  ejecting  the  deaved  «ock<dnjatmeoti. 
I  AT  I.,,.-OI  aka.  b,»4 


Many  otne,  Kyle,  at  like    reducuooa. 
Some  of  then  ihown  in  wiodovn. 


Unprecedented  Janiiary  Selling  in 
(Jnderwear 


"»«"»oth 

.Wl  le-ned  tKe 
!Ucti«|  could  wnn. 


Tbecriuul  women 
come  here 

Ncthin,  .Son  of  (mi 
the  Uirae»  of  ou  pricet  could  win 
MW«hc.TH«l.r      We 
pronptna..     Yetferchr  there 
ve  everybody  prorr.pl 


Prices  a  third  to  half  under  actual  worth 


•waiv 


.-,   •-.      ...      .,          .. 

H  , '.,.,-  K  jtv  -  I 


rrr-s.t*.T.rr 

.  Mytli.  frtM» 


January 


W.-hCood, 


Cperwh  a 
pme  m 


^—h  *~— 

r*«-   «   l« 
r«4H*»nMti 


w  J  w  l.  .. 


wise  to  the  game  some  day  and  will  absorb  all  the  leaders  offered  in  the  different  stores 
and  will  not  even  nibble  at  the  other  goods  they  are  expected  to  buy. 

The  large  stores  of  course  use  other  mediums  of  publicity  besides  the  newspapers. 
Many  of  them  issue  regularly  twice  a  year  large  catalogues  for  use  by  mail  order  buyers. 
Then  there  are  innumerable  booklets,  circular  letters,  novelties,  premiums,  and  in'  fact 
almost  every  known  kind  of  publicity  from  a  business  card  to  a  poster. 

Besides  all  these  the  store  itself  is  used  for  advertising  purposes.  Costly  decorations 
in  windows  and  interiors,  handsomely  finished  fixtures  and  furniture/ cool  and  com- 
fortable rest  rooms,  play  rooms  for  children, exhibitions  of  works  of  art  and  demonstrations 
of  goods  and  talent.  Every  convenience  is  looked  after  for  taking  care  of  the  business 
of  the  store.  Some  stores  have  very  strict  rules  of  conduct  laid  down  for  their  sales  force. 
Any  infraction  of  these  rules  results  in  instant  dismissal.  The  customer  must  be  protected 
from  cross  or  cranky,  careless  or  lazy  salespeople. 

*i,  fThC  ^lePhone  is  simP%ing  shopping,  and  several  stores  now  have  'phones  installed 
lumber  into  the  thousands,    An  idea  of  the  amount  of  business  done  by  telephone  by 


DKl'AUTMKNT   STORES 


291 


some  of  tin-  bij,'  department  «.tore>  ma\  be  had  from  the  fad  Iliat  Wanamakor's  Philadcl- 
|>liia  store  ha>  lately  completed  tin-  installation  of  -2.1100  'phones  and  have  contracted  for 
1.000  more.  There  an-  ov.-r  IOO.OOO.OOO  fed,  or  nearly  1D.OOO  miles  of  wire  within  the 
store.  At  each  counter  there  has  been  located  an  instrument  with  automatic  coin  box 
attached,  so  that  customers  may  call  up  any  point  with  the  utmost  convenience.  The 
monster  switchboard  is  one  of  the  "sights"  of  the  store.  It  has  a  capacity  of  12,000 
'phones,  should  that  number  be  necessitated  by  the  growth  of  the  store. 

Individual  cash  renters  are  aUo  bein«j  installed  in  all  the  principal  departments  and  at 
the  more  important  counters,  so  that  people  do  not  have  so  long  to  wait  for  their  change. 


Tim  morning  milk*  the  beginning  "f  (.iliVrul'i  Grr.il  January  Star  Clearance  Sil<- — .in  event  lmik.il  f.irw.ir.l  In  with  keen 
anticipation  by  c\rry  shopper  throughout  New  KngUml — an  iKcasion  of  marked  importance,  in  which  there  i*  gathered  a  collection  of  liar 
fains  far  greater  thin  in  any  like  sale,  hereabouts.  We  need  only  to  say  that  for  low  prices  we  will  cxctl  any  effort  of  our  own  fh  the  past. 
A  comparison  of  pnm  elsewhere  with  that  of  the  quality  of*  merchandise  offered,  will  he  the  most  convincing  argument  and  will  ck.irty 
demonstrate  to  one  and  all  th-:l  we  still  hold  the  proud  distinction  of  being  Bostons  I  ore  most  Store  for  (Duality.  Styk  .in.l  Price  All 
purchases  made  during  the  week  will  not  be  charged  up  in  December,  but  will  appear  on  January  bill,  which  will  not  he  rendered 
until  February  isl.  Mill  Orders  promptly  Filled  Write,  or  'Phone  Oxford  1791 


The  Entire  Stock  of  Samuel  Reich  &  Co.'s  Women's  Suits,  Coals  and  Skirts 
Purchased  by  Us  at  50  Cents  on  the  Dollar  Goes  on  Sale  Today 


Merchants  Legal  Stamps  As  Usual  Given  With  Each  lOc  You  Spend 


Transfer  slips  can  be  used  at  some  stores,  which  facilitates  purchases  and  saves 
paying  for  articles  as  purchased  at  the  different  counters  and  waiting  each  time  for 
change. 

Banking  is  rapidly  being  added  as  one  of  the  features  of  the  modern  department 
stores.  This  is  merely  for  the  purpose  of  acquiring  capital  (interest  being  allowed  upon 
deposits),  and  of  inducing  people  to  patronize  that  particular  store  when  they  have  money 
on  deposit.  The  matter  of  credit  purchasing  is  being  simplified  to  some  extent  by  this 
innovation. 

In  this  chapter  we  are  reproducing  a  number  of  advertisements  of  department  store 
sales  and  other  events.  In  doing  so  the  writer  has  selected  from  a  wide  range  of  adver- 
tisements, selecting  as  nearly  as  possible  from  every  locality,  from  every  large  city  at 
least,  one  specimen,  so  that  the  reader  may  at  his  leisure  compare  the  different  styles. 


292 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Much  has  been  said  about  the  difference  in  the  style  of  advertising  used  in  different 
cities.  This  difference  is  merely  on  the  surface.  It  is  not  in  essentials,  Each  class  of 
people  in  one  city  is  represented  by  a  very  similar  class  of  people  in  another.  Some- 
times the  size  of  this  class  differs,  but  hardly  ever  the  make-up.  The  same  advertising 
will  appeal  to  the  same  classes  no  matter  where  situated. 
/  January  is  pre-eminently  the  month  of  "Clearance  Sales."  These  are  now  to  be 


Paradox*"Raiv  Cotton  Never  Higher  Since 
The  War,While  Undermuslins  Were  NeuerSo  Cheap 


•km.  hiilWfM 
lk«  m*k**  ^r»f ." 

mmSRiLtttJH^^i 

A  Floor-Full  Of  Bargains  Like  These 


Dhen  ThisSupplyls  Gone  Costs  Go  Up 


;  The  fewest  Of  New  Drawers 

IMM*  III      II  M4>  IINI^  «l      rf   .»HJ.».  tW-    f^ 

„  S-'T1-^" 

brW  hv>  D*MW 

^rjriHi^.-gj**^ 

*   r4 

$7.50 


Undermuslins 


«   (HM7  I,".*    (M)   >•••*•'   Mrtwy        t 
"'-'. 


-^iiw— .».       ci   tn 

......    M.U,    JI.JO  _ 

Corse/  Covers  Galore 


Undermuslins  fcr  The Little 


DKPAUTMKVr   STORKS 


293 


in. -I  with  in  lh«-  «TO»X -road-  \illage  MS  \\cll  as  in  the  largest  cities.     The  smallest  stores 
ha\e  their  January  clearance  as  often  as  the  large  department  stores. 

.The  ndverti.MMiient  of  the  .1.  \\  .  Kol>m>on  Company,  Los  Angeles,  Cal.,  reduced 
IVoin  halt'  page  space  is  as  neat  and  attractive  a-  it  could  he  made.  The  use  of  rules  and 
white  space  is  excellent.  In  this  specimen  \ve  find  not  only  the  "January  Clearance 


*d  welcome.     Ther*  I 


The  New  SkirlAW  Sprta*  Bavt  Sw«|  hi*  Line 

.  if*  r»>  <-»*"*»•  u  ifai  «~>  *»•  «M-    n«  «.  t«u 

.t.  M»  -J  t_«  U  fx-fel  Ml—  »  *.  MB     rwo  •».  W  1-4  i. 


S'.ir*".  '."..'...^.M  I  ir-A-.*!...!-)::  ~~t!us 

Pretty  C«U«M  aid  Hmertum  PrMs  fc  Per  TaN 

' 


Uhr  M4  Stnrt  l«H«n 


<U  Clfki  0  Clock  CMKC  IN  Cwtan 
tt~iur~  j~t«..  t*,*,.  t  or  •><.  i*  >  : 

'1""''**""''^*1"***""^ 


^y  JJJ^  JTVpi  ••«?  ^«  -MM  .•((•iC'9  flC 


r- -^tr»3lRa.. . 


•«-««  **.*«         IZ 

f9&*.t*.  •»*•*!  .  We 


Prellier  Than  Ever  Are  the  New  Broadclolhs 


HTZt^iii  vuJvw  *M4        *75c 

$6.50 

Beauliiul  t  nqhsh  China  of  Rare  Beauty 

f  „'"  'ul  i~,"  . 


This  February  Furniture  Sale  .  An  Event  of  Utmost  Importance 


A  b^  ip—^lT  i-lfM  U 
mJiwrta.  MKbtonxxiCtiul 


.>n-b.k.i>k     O.  •  t^^  l_  t,  Jl  pr  aM.  k  H  r-  «.» 


ma-ma  MJH.M  surrr 


...  175.00 

The  Newest  Conceits  in  Neckwear 


Trimmed  Hals  ol  Sinking  Charm  and  Beauty 


adMh«^fl^  itr^^?Mr<^i  niUlMn. 


."'  ............   $5.50 

The  Men's  Furnishings  Invile  Yon 


w  -i.    i   '   *!  ^     ..  -M  .V-   ...     )-.    ' 
»0l      He  rf^fc  i*  fr.—.<W  .0*  FIKA- 

"?.*'".  $1.25 


OvUn  ift  d*  dM  of  •»  wfco  .ppwi.to  np  l^<l.te  UeM  n<)  fin*  <)1nli 
d  ilto  hn.  u  fjt  ta  tili»       W«  offer  .  Mbrtioa  that 


Meals  lor  Sunday's  Diaper 


Heary  Wo«l  Carpel  47c  Per  Yard 


TS 

,,.  ^*r? 

~'^S«^Tu"li 
AN  EIGHT  O'CLOCK  SPECIAL  FOR  HEN 


An  Eiffel  0-Clack  Special  in  Flauwl 


Sale"  but  the  "Muslin  Underwear  Sale"  and  the  "Linen  Clearance."     These  are  usu- 
ally held  in  January  and  are  now  commonly  known  as  "White  Sales." 

The  Gilchrist  Co.,  Boston,  Mass.,  have  a  "Great  January  Clearance  Sale"  of  an 
entire  surplus  stock  of  a  large  manufacturer.  This  sale  begins  directly  after  Christmas, 
but  it  is  called  a  January  sale.  The  arrangement  could  have  been  improved  had  the 


294 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


long  lines  of  the  introduction  been  broken  so  that  they  extended  only  over  half  the  width 
of  the  page.     The  type  used  however  is  large  and  clear  and  is  readable. 

The  Harris-Emery  Co.,Des  Moines,  la.,  gives  us  an  excellent  example  of  advertising 
in  the  specimen  reproduced.  This  advertisement  is  a  solid  mass  of  type,  yet  so  artistically 
arranged  that  not  one  woman  in  a  thousand  could  resist  the  temptation  to  read  it  through 
at  the  breakfast  table,  allowing  her  coffee  to  get  cold  while  she  eagerly  skipped  from  one 
item  to  another.  The  headline  is  an  excellent  one,  as  is  also  the  introduction.  The  illus- 
trations and  their  arrangement  are  as  good  as  one  could  wish.  Prices  are  properly  and 
prominently  displayed.  Descriptions  are  fully  given.  What  more  could  one  want  in  an 
advertisement. 


H.  S.  BARNEY  CO.  I  H.  S.  BARNEY  CO. 


H.  S.  BAKNEV  CO. 


H   S   BARNEY  CO. 


The  Great  Christmas  Book  at 

BARNEV'S 

IS  OPEN 

And  Ready  Saturday  Morning  With  Better  Service 
Than  Ever  at 

SCHENECTADY'S 
GREATEST  CHRISTMAS  STORE 


THE  great  machinery  of  this  great  Christmas  store   is   running  smoother   and   better  than    ercr    before,  even  omAua 
the  highest  pressure  ever  pot  upon  it. 

Many  improvements  have  been  made  during  the  year  and  alt  have  been   made    with   bat  one    main    thought  in  tikt 
arrangements — more  room  for  store  comfort  and  more  room  to  display  the  greatest   Christmas    stock   ever   gathered  in 
all  corners  of  the  earth. 

The  book  of  Christmas  happiness  is  written  here  in  strong,  bold  face  type,  and  it  is  a  story  of  toys  and  baubles,  la 
books  and  jewels,  in  art  things  and  wear  things,  in  things  for  the  home,  in  things  of  sense  and  sentiment. 

The  store  is  a  book  telling  a  story  as  dramatic  as  was  ever  penned.  It  will  give  you  a  Christmas  message  whicfc 
will  help  open  wide  the  door  of f  some  heart,  deepen  friendship,  create  happiness  and  good  will. 

COME — read  the  great  Barney  Christmas  book,  for  pleasure  if  you  will,  for  inspiration  or  for  helpful  suggestions. 


Santa  Clans  is  Ready 

Arrayed  m  Ins  sleigh,  drawn  by    his   faithful    reindeer   (fulfilling    the   old. 
I.  traditional  smrv  of  ihr  child  mind)  carrying  stores  ol  toys  la   his  dutiful 
friends.  THE  CHILDREN. 

Sec  our  log  cabin,  our  handkerchief  booth,  our  calendar  and  card  booth,  our 
basLct  booth  and  to  on.  for  with  all  our  exlra  attractions,  we  still  consider  the 
main  attraction,  the  magnificent 

Christmas  Stocks 

Such  as  have  been  gathered  at  the-.  Ba/ney  Company  store       We  are  showing 

/,  .•*•?• 
The  largest  most  complete  Toy  Store  in  Central  New  York. 

The  bro«Ui«.>»,r«'7 o(  Mco'»  w«" — Scarfs.  Suspenders.  House  Coals, 
Bath  Robes.  Shirts.  Gloves.  &c. 

Handkerchiefs 

Not  only  by  the  thousands,  but  the  choicest  and  finest  that  come  from 
abroad. 

A  Comprehensive  Book  Store 

Copyrights.  Juvenile  books.  Boys  and  Girls  Library.  Christmas  Cards. 
Calendars.  8tc  ,  &c. 

Sterling  Sliver  and  Silver  Plated  Ware 

All  kinds  for  table  and  fancy  use.  as  well  as  Brushes.  Combs.  Manicure. 
Toilet  Articles.  Ike..  Sic. 

Our  China  Ware  Department 

Presents  a  broad  and  beaunlul  variety  ol   Dinner   Ware.    Fancy  China  and   Cut 
Glass.  Vases.  An  Glass.  &c..  &c. 


The  Candy  Department 

Back  in  ear  new  annex  on  hm   floor— lull  ol  the   chourM    *«<ninea-9 
pound  or  half  pound  packages,  fancy  baskrts  aod  boxts  and  in  bulk 

The  Furniture  Department 

On  the  3d.  4th  and  Srh  floors  of  our  new  building  Hi-.*-.   il>e  line*    « 
gathered  here— Musk  Cabinets.  Desks.  Morns  Chairs  and   Rotk.rv  Sideboard* 
and  Buffets,  bounces.  Cabinets.  &c  .  &c 


The  Carpet  Department 

Rugs.    Cn 


r.  MI, 


Has  a  large  variety  ol  Oriental  and    Dome 
Carpets,  (kc  .  &c 

And  10  on.  lor  space  tails  us  to  tell  ol  ibe  beaunlul  rill  things  in  'Leather 
and  Burnt  Wood  Novelties.  Perfumes.  Toilet  Articles.  Umbrellas.  Ladies'  Neck- 
wear. Dress  Patterns  in  Silk  or  Wool.  Cloaks.  Jackets.  Furs  and  the  thousand 
aod  one  other  practical  gifts  that  serve  as  we!)  as  delight  the  rccip 

Our  Christmas  Story 

This  ye«r  is  more  interesting  than  ever  aod  as  we  lell  it  to  you  day  by  day  aad 
week  by  week  we  feel  that  the  wants  «f  every  heart  can  be  satisfied  at  the 
Barney  store 

We  have  made  special  arrangements  for  Santa  Claus   letter  box  at  our  post- 
office  department        Have   the   children    prepare   their   Santa   Claus   left) 
deposit  them  in  our  regular  Santa  Claus  box 

And  do  not  forcet  our  Post  Office  Department  under  GOVERNMENT 
SUPERVISION  You  can  mail  any  parcel  or  package  direct  from 
We  will  have  a  special  department  lor  the  shipping  .ind  packing  of  your  parcels. 
Stamps,  postoffice  money  orders,  postal  cards,  etc  lor  sale  in  any  quantity. 
Further  announcements  ol  Christ  mas  Readiness  will  be  forthcoming,  aod  no 
opportunity  will  be  lost  to  make  our  store  your  headquarters  for  Christmas, 
shopping 


H.  S.  BARNEY  CO. 


DEPARTMENT  STORES 


295 


Women's  Good  Stockings 


TW.tt.Utm  bom  tad  half  hoar 
aHord  ifa*  wtkome  combfaulkn  of 
•Mlkr  wtth  low  prico.  vfth  the  »d- 
*fcoal  advaniaj..  ol  bunt  ta  pUnti- 


Wo  Wi  black  taU.  thread  lace  Mript  hate,  hifl  fuUartad  Let.  very  sheer  • 
aorUcy.  w.r«   25c   a  pair.     For  to- 
morrow  I7jc  or 

3  pairs  for  SOc 

Men'i  black  liak  thread    lac.   open 
aockm.  black  pound,  with  circular  red 


fToucd  with  white  or 
colored  flcura  embroidrred.  Wer* 
25c  a  pair.  For  tomorrow  17}  or 

3  pain  for  50c 

Womrn'. H/rmtdorf  bUck  liib  thread 
hoM.  ukUl  lilk  embroidtred  to  nttl 
d»i<ftu  k>  whu.  or  colorW.  Vtn 
SOc  a  pair.  To  cka.  at 

30c  a  pair 

SpKlal—  30  dona  womai'i  HcrOM- 
dor(  black  lac.  open  work  box.  th. 
belt  futttno.  worth  SOc  a  oak.  Pric* 

30capair 


Canada'-*  greatest  retail  establishment  furnishes  us  with  a  good  sj>ecimen  of  sale 
advertising.  In  Eaton's.  Toronto.  Out.,  advertisement  the  furniture  sale,  a  special  Feb- 
ruary feature  of  most  large  department  stores,  is  given  prominence.  The  symmetrical 
arrangement  of  the  whole  adveV- 
tisement  is  plea-ing.  Into  this 
page  advertiM-ment  is  crowded  a 
great  many  different  offerings,  no 
fewer  than  sixteen  departments 
being  prominently  represented, 
while  there  are  suggestions  of 
many  more. 

One  must  not  suppose  that 
because  a  firm  UM-.S  a  page  space 
that  it  is  always  good  advertising. 
Very  often  it  is  not.  In  the  speci- 
men from  Schenectady,  N.  Y., 
we  have  a  page  space  filled  with 
general  statement-.  The  II.  S. 
Barney  Co.  no  doubt  reaped  a 
benefit  from  this  advert i-ement. 
If  they  did  it  was  more  from  the 
impression  the  si/.e  of  the  adver- 
tisement created  than  from  am 
particular  information  it  gives,  or 
of  any  special  offerings  held  out 
for  the  purpose  of  inducing  the 
public  to  call  and  purchase. 

The  whole  story  of  the  head- 
line and  introduction  occupies 
nearly  half  a  page.  When  one 
reads  it  one  wonders  what  there 
is  in  it  to  deserve  so  much 
notoriety.  Four  words  would 
have  said  just  as  much — "Christ- 
mas stocks  are  here."  The 
balance  of  the  page  really  gives 
us  the  same  information  over 
again,  only  it  goes  into  detail 
sufficiently  to  mention  three  or 
four  departments.  We  are  told 
that  "Santa  Clans  is  Ready." 
and  one  or  two  attractions  men- 
tioned. What  an  opportunity 
lost!  Why,  oh,  why  did  not 
"Barney"  tell  the  children  some- 
thing about  "Santa's"  coming  in 
his  reindeer-drawn  sleigh,  of  the 
fine  toys  he  was  bringing  from  his 
home  in  the  "Northland?"  Why 
were  they  not  invited  to  come  and 
see  these  things?  Did  "Barney" 
think  they  wTould  be  in  the  way?  Perhaps  he  forgot  that  children  want  everything  they 
see,  and  that  indulgent  parents  try  to  gratify  their  infantile  wants. 

Just  think  of  a  page  advertisement  exploiting  Christmas  stocks  and  not  a  price  men- 
tioned.    Surely  this  advertisement  is  an  hundred  years  old  you  will  say.     Not  so.     The 


296 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


date  is  plainly  shown  in  the  illustration.     It  means  "December,  1904,"  which  is  not  very 
far  back,  considering. 

All  department  store  advertisements  do  not  occupy  a  full  page  space.  Many  o 
best  advertisements  occupy  much  smaller  spaces.  Take  the  Mandel  Brothers'.  Chicago. 
111.,  advertisement  of  gold-filled  jewelry.  If  that  advertisement  would  not  draw  trade 
then  no  advertisement  would.  The  charm  of  that  combination  border  and  illustration 
could  hardly  be  resisted.  The  text  is  so  entirely  different  from  usual  "bargain"  an- 
nouncements that  this  very  difference  makes  it  convincing.  The  whole  arrangement  is 
first-class  in  every  respect. 

The  idea  of  offering  some  one  line  at  a  time  is  as  good  for  department  stores  as  for 
other  retailers.  Take  the  two  Memphis,  Tenn.,  advertisements  of  J.  (J.  (ierber.  and 
Blowenstein  Brothers.  Here  we  have  two  very  good  hosiery  advertisements.  These 
advertisements  appearing  among  other  stores'  offerings  will  have  a  greater  value  than 
had  they  appeared  on  a  page  of  either  firm's  advertisements.  They  are  not  overshadowed 
by  any  other  offering  the  firm  is  making  at  the  same  time.  They  stand  out  alone  as  a 
special  offering  of  the  firm  making  it. 


Specials  for  Saturday 


Ladies'  Gauie  Lisle  Jlose.  comes  in  embroidered  instep  m  a  larfe  line 
of  neat  new  designs    also  embroidered  lace  boots,  7Sc  quality 

Special  a  pilr  tic 

Ladles'  Impor'ed  real  Maco  Cotton  Hose,  an  excellent  wearing  quality. 

comes  in  correct  fall  weights,  reinforced  heels,  soles  and  toes,  last  black 

Special  5  pairs  for  $1.00 


Children's  School  Hole  foe  boys  and  girls,  cornel  it 
fall  weights,  reinforced  knees,  heels  and  toes 

Our  35e  etn.hu.     Sp«l»l  *  p«lr  25c 

Children'i  School  Hose,  style  lor  {Iris  small  ribbed;  bicycle  ribbed  lor 
boys.'  All  reinforced  knees,  heels  and  toes;  absolutely  tail  black 
Spfd.l  •  pair  I2U 


Marshalffield#G>. 

A  Splendid  I'alut  in  One  of  tkf 
Mfev  Fall  Models: 

Misses'  Tailored>Suits 
$15.00. 

100  of  these  suits  are, 
included  at  this  price. 
Made  in  the  season's  popu- 
lar shades — maroon  ,green , 
navy,  brown,  also  black; 
the  new  kilted  skirt,  coat 
lined  throughout  with 
satin;  sizes  14,  16  and  18 
— specially  priced,  at  $15. 


Sometimes  the  advertisement  writers  of  large  department  stores  make  mistakes. 
They  don't  do  it  often,  mind  you,  for  that  would  mean  a  "change."  But  occasionally 
they  make  an  effort  in  the  wrong  direction.  Just  take  a  look  at  the  sewing  machine 
advertisement  of  the  J.  R.  Libby  Co.,  Portland,  Me.,  for  a  moment.  If  any  one  should 
read  a  little  more  than  half  of  this  advertisement  he  or  she  would  find  that  it  was  about 
sewing  machines.  The  first  mistake  made  in  this  advertisement,  and  of  course  tin- 
gravest,  is  the  argument.  It  is  a  man's  argument  to  men.  Women  do  not  hire  men  as 
a  usual  thing  to  do  things  around  the  house,  the  men  attend  to  that.  The  argument 
would  make  good  if  the  article  offered  was  a  machine  tool  for  use  by  men  and  was 
presented  through  a  trade  journal.  There  is  another  very  great  mistake  made  here,  and 
that  is  the  failure  to  tell  the  difference  between  a  chain  stitch  and  a  lock  stitch.  After 
telling  that,  it  should  also  have  presented  the  advantage  of  having  a  machine  that 
would  produce  either  or  both  stitches  when  wanted  and  might  have  told  something  about 
when  the  one  was  an  advantage  over  the  other.  That  is,  it  might  have  told  why  a  lock 
stitch  was  more  suitable  for  one  kind  of  work  and  a  chain  stitch  for  some  other. 

But  supposing  this  machine  makes  only  one  kind  of  stitch,  which  is  a  combination  of 
"lock"  and  "chain"  stitch,  what  then?  Why  not  tell  why  the  lock  stitch  is  deficient 


Dl.l'\|{ TMIA  I     STORKS 


297 


and  why  the  chain  stitch  is  also  lacking  in 
Ntaviiif*  power;'  ThcM-  an-  the  points  that 
will  aroiiM-  curiosity.  Curiosity  will  hrinj; 
a  woman  around  to  sec  the  machines 
(juieker  than  "man-argument." 

An  advertisement  of  sewing  machines 
need  not  he  technical  to  he  informative. 
Some  definite  information  should  be  jjiveii 
aliout  what  the  machine  will  do,  and  M>me- 
times  it  is  advisalile  to  tell  what  it  will  not 
do.  The  argument  used  in  this  advertiM- 
ment  is  a  very  line  speeimen,  lint  it  is  shot 
completely  over  the  head  of  the  gentle  femi- 
nine creatures  that  cook  our  meals  and  make 
the  clothing  for  the  children  between  times. 

The  advertisements  of  Marshall  Field  is: 
Co.,  Chicago.  111.,  ami  the  Robert  Simpson 
Co..  Toronto,  Out.,  are  both  jjood.  The 
quiet  tone  and  dignified  make-up  of  the  for- 
mer leads  one  to  >nspect  quality  every  time. 
The  Simpson  advertisement  allows  pmbably 
just  a  little  too  much  space  to  the  illustra- 
tion. A  smaller  one  and  a  smaller  space 
would  have  been  just  as  elfeetual  in  draw- 
ing people  to  the  store. 


SIMPSON 


'ilort  ClotH  at  s-jo   To-day— Saturday,   t  P.  M. 

Girls'  Summer  Dresses  to 
Go  Thursday. 


|E  have  more  lhan  we  cafe  to  tak'e  into  stock,  so  out 
they  go  Thursday  regardless  of  what  the  cost  or 
what   the  less.     Perfect   fitting,    serviceable  and 
stylish  dresses.     A  size  or  two  are  missing  in  each 
line,  but  still  there  are  all  sizes  in  the  lot 


About  )00  Girl*'  Summer  Waflh  breaees.  nude  In  fin 
white  lawn.  n*vy  blue  cambric  with  email  whit 
•tripe  or  dot  and  Mack  cambric  with  narrow  strip 
patterns;  Buster  HTOWD  and  sailor  sqit  styles,  excel 
lent  qualities  and  perfect  flttinft.  -»)1  tut  colors, 
•iK*  4  8.  10.  12.  14  Tram,  regular  price*  were  $1  25 
»1.30.  *1.75  eac1-  *•— -?—*»•— ^— 


98c 


J.  *R.  Libby  Co. 

Three  "Supposes"  and 
where  they  lead  you. 

Suppose  you  had  a  job  of  work  to  do 

en  your  house, 
A    job    that  required   TWO  MEN  a 

whole  day  to  do. 
Then   SUPPOSE  there    should   come 

along  a  hustling  young  fellow, 
Who  had  FOUR   HANDS   instead  of 

TWO, 
And    who   loved   work   and  kept  the 

four  hands  flying. 
SUPPOSE  this  "Four-handed  Fellow" 

could  do  your  job 
In  one  day,  do  it  better,  and  with  less 

loud  talk  than  the  iwo 
And  he   only  demanded  one   man's 

'wages 
Wouldn't   you    give   him  the  job  in- 

slanter? 
Here's   almost   an   exact   parallel  to 

that  miracle, 
The  Standard,  Rotary  Shuttle,  Sewing 

Machine, 

Is  actually  Two  Machines  in  one. 
It  makes   a  Lock  stitch,    it  makes  a 

chain  stitch, 
It   makes  them  better   and  with  less 

noise  and  fuss 

Than  any  of  the  old-time  machines, 
Moreover   its   wages     (cost)   are    no 

more  than  the  "other  kind." 

Come  and  see  our  MISS  JORDAN  put  a 
Standard,    Rotary   Shuttle,   Noiseless 

Machine  though  its  paces, 
And  show  you  how  easily  you  can  do 

it  yourself. 
THAT  costs  you  nothing. 

J.  *R.  Libby  Co. 


5, 790  Pairs  */  Ttfen*  Vrousers  at  $2. OO — Semiannual 

ns  Ttfonday  Tfforning, 


Every  Preparation  Has  Been  Made  in  the  Men's 
Clothing  Store,  on  the  Main  Floor,  to  Have  This  the 
Greatest  and  Most  Successful  Sale  in  Yean. 


clothing  ri 
—  not  Tn 


makers  tft  (he  country  and  obtained  from  them  Trouier,  n  Urge  quanum 

—  not  Tt9mH*4m*M§H*y^*9**tfarSmt*Ttw*tt*t***  fn*d« 

io  be  ma.led  in  tome  mf  Am  be*  dotb.rvg  oores  of  varxxa  pUce  for  13  00  or  more 

Even  the  most  cunory  inspection  of  any  pur  in  the  tale  will  reveal  whai  a  great 
valur  I  M  for  42  00.  Became  of  ov»  exunuvc  busmeu  de*l*>^*  with  the  manufacturers  MX 
were  able  to  obtain  the  Troosen  ai  mich  oonccwom  as  ia  price  ihern  onrformK-  ai  12  00. 

Best  Trousers  Ever  Seen  Anywhere  at  $2.00. 

E1TBA  SECTIONS  FOB  THE   DISPLAYS. 

EITIA  SALCSH2N   FOB  THE   SALE. 

CIEAT   VARIETY    OF  NEW  PATTERNS. 

CUT  IN  THE   NEWEST  FASHION. 

There  are  no  Lmunoni.  Sixa  for  every  buM  of  man— all  ihort  Bout  or  d»m. 
Trouacn  of  cvtry  it»  Every  waisi  meaiure  from  31  to  S4  Every  irweam  from  28  •>  37. 


-2 


nchvmm.  UM.II      S.  ^  »-       It*.  f—WV  »•  flM  5«rl|N^  W»Ot«da.         ,  . 

.*rlJ..ifchjriLifc"*"'2  ^l™z*m2*££*mt*M*2  £+•  ««Mis**    "*2   *2  !S2.^u!ircJ»rj.»lt.*i  *2  ^^*s^^J.z^  *2  r^**^r.^ ^ ^iiS 

rf««w"l»  •*       ».»»,««».  •*     WMM  »  *>    j»^,  rf«.»  |     ••    T -i jri  ••    !»+****+  *+tt**~t 


Uatk  e»vj  MM  CWrtott  a&l  Harr  Seetea. 


Women's  jCawn  Itfatsts. 

ltwi  of  a  Vary  3p,t,,l  Salt  /orT^tndm 

Featuring  Three  toll  at  HUhly  PeiwUr  f  rices. 


ty.n-,  <S  W,m,n-,  Wate*»»  \      ?    f/J 

1i>M  *„.,*.  *?..„„..  .1  \       '  •  V  V 


combination  orTor. 

Men'i  1 2  ue  or  Women',  O  tile 
twenty    yctr    gold- filled    Watcbel 

wind  and  tet — gutr«meed  by  ut  to 


A  Beautllul  2  or  Aotur  Ribbon  Mooofron  Eneravel 
Free  of  Cbarie  oo  eltber  of  tbe  above  walcbet. 


_ 
7.50 


7/fore  Oummer  Shoes  • 

Vary   <5up*nar  Vanity   at  TtyucA    jCtmtr 
3>r,*,,  TSAmn  &,*,/  in  July. 

:h  good  birjiins  as  the 


S5.0O  &an*»t*.    2.50. 

2.000  ff>mir,  mt   Cta  ff>nt*  VftmJmy. 


Wom.n't    St»rt   Want 

iHff  W/onctay  at  S2.95. 


Soods. 

^^  ^^-fl-eA-fRt 

(     \    r^n-r^iL---:  -^^-ri 


.  ,T  Monday  the  Shoe  Siore  off. 
following  — 
Women'i  $3  Otfordi.  fl.50. 


Women's  f  J.50  Oilerds,  Hi 


Men's  W.OO  O.forts.  $t«5.  j  wroTeLTITj: 

±  .t?^1.,,"  J5  .T.Xr'JS  I  U«ier Sites. lli  tet..l»ie. 
M' 


of  ihe  very  b*«  of  eS, 
•vW     The  van 
Luee  se  pleati  O. 

FA  M  .Moron  srvW  V>ch 
•  rie«o  of  Maior.li  ai  WSeo 
Lavmvveh  eeaheealeeed  rreoiov— 
afao  wkee  town  WHBW  ssiwee  er 
poke,  eon  aoo1  fancy  enea 


«»>dinMMr>et<ea 


r/»*    Jtfanttmy    jfr*.- 


Alt*  Men  s"LuiT»ii'  StTitt  tl  SpexllI  Meet. 


Sood  "UrunJcs  deduced. 

CxttUtmt    Opportunity    If   3»y    C/ltap/y. 


DEPARTMENT  STORES 


299 


•JFjnejSteel  Rods  at^l.08. 


Outinj  Shoes  for  Men.  Hi$h  Grade, 

$3.08  to  $4.05  *  Pair. 


!;:. 


Correct  Summer  Clothing  for  Men. 
Jhejkst  Values  in  the  City.\ 

m  .—  <M  *•»-<  noriM?  IAILOUO  AND  nu' 


itffOur  Supremacy  in  Serge  Said 


•  SMMrfjtoick^ 

"*™  TT*»*  •  •*  M 


Ffehemen!  Attention  UJveA 


Some  New  Fourth  of  July  Firearms 


'"""«.••        c~^"*^""1rs 


Womtn't  Summer  Low  Shon. 


ChotA°iill^* 

I  fivi»u7viir^r^rritmi»j»u  s 

I  *••""  "'Vrr^.'^ 

*• 


Men's  Vr*.    rUts. 


Bkycles  at  Third  Less  Than  Recular 

.  *:  :  •*."  «'!££"5  KT  jMi'sti^si: 


'         - 


Mtn'iLMowur. 


Cimcri  iupoic*. 


Owity  Wur  lor  Moid. 

••Mil  S»mr  Mlta. 


Silk  and  Cotton  Waists-Saving 

S^irUnd  tmbred<«d  B^nt,  »«t..  $li.V 


Trimmed  and  Untrimmed  Hats 

For  Wonwn.  Mi«u  «1d  Children. 

'•  l"    '"    "  '" c> '*'*• 


Imported  Rtiinestone  Jewelry-Clearance. 
^Tic  to  $30.00  VifaB  **%£**•*•.,  ^ 


The  Henry  W.  Cane  Sale. 
Oothin?  for  Boys  andYoun*;  Men  at  60c  on  Dollar. 

.  r  -*.  ~^Sj*ST^h>.*^^^^'  ^7 1**  "fi  ^  ^r?-* -crTJ'^: 


^U>*        L     _,    t*lt^+*T*~t*~.  »T«. 

iiiii«i»fc  »«  m««  10 1»  r»»i  fct  «oj* 


Evcr>'  Mans  Librar\-oi  Classics, 
».  _  S!?!!vJ!5c  v?f;  .Iff  ^-J^r 


The  Quick  Meal  Gas  Ranges. 


The  North  Star  Refrigerator  Is  Supreme. 


Oriental  Ru js-June  ClearanceSak 

OcHvtry  in  the  Fill  if  You  Dctfre. 


Great  Bath  Robe  Event  for  Men. 

K  $5.  J6  and  $7.50  Balh  Robei.  $2.85. 


Inexpensive  Summer  Dresses. 


A  FIXE  PANEL  EFFECT  FROM  BROOKLYN 

If  all  advertisements  were  arranged  in  panels  similar  to  the  above  the  whole  would 
be  monotonous,  yet  note  the  fine  effect  alongside  of  the  Siegel-Cooper  Co.  advertisement 
with  its  glaring  heavy  faced  type  headings  and  prices. 


300 


HOW  TO   ADVERTISE   A  RETAIL  STORE 


.In  Gru;  DepirlmeJL  Stores     "9         DAaOIIFT"     "»  Gee*  OepartmejUl  Store* 
157-17)  Si  Joseph  SI,  Quebec     aC.       rM>3fWC.    I        137-17}  St.  tueph  SI.  OMbec 


,,',,/,,    ,  |,Y          lKd"enllari\lf    S}KA  l*.  •'/.  TO*  90  i.ich«.  .07  '   <  wtai 

lj  K",  iSib,  ,  •         :*«*  i~<l«- 

nSalelW  .... :»««>:s^  ''' •••••' 


— - — : — : — i^_ji-:^i)«K. ...t. 


The    Greatest  Bargains   of 
This  Season 

To-morrow  at  9.00.  3  OO,  and  7.00  O  clock 

White  In,)..  Lno,,  La,  been  one  ol  ike  ve,y  ac«,,-e  n  ...  .V. 
on  the  ft, j,L>l  and  one  ol  the  ve.y  popuU,  mat(,al<  »ilk  the  pub 
lie  lor  the  latt  lew  weeVa  Imafine  then  'he  aufpriv  and  plcj 
•u,e  .ilk  .kick  we  .cceptexl  4  500  >o,J.  o|  ,,.  !,„  , „„  quj|. 
.I.ei  Iron,  one  ol  the  heat  EofUb  maker.,  it  very  rJJ,,  J  ,,Ju. 
l,on,.,n  ki,  ,e,ul.r  f,m.  Wky-  ke  r.Juc.d  .00  'rot  nalte, 
Ceruinly  it  wa.  not  kecadw  ol  having  poor  qu.litie»  ol  an  unoll 
ej  lor  mate.ial  which  he  w..kej  locU.r  out—  ike  L.no»w,ll  prove 
tkil  .1  ,  (l.rce  Sul(.ct  lo  uy  that  we'll  „!!  le>-oor,ow  - 

11 60  yards,  10  quality  at  .08 


045 
440 
798 

m 

365 


.15 
18 
20 
.K 
.30 


.11 
.13 
.15 
.18 
.20 


To->w>,,o*  then  will  be  •  laone,  Jay  he,.  In  o,Jer  llul 
•II  may  O,™  .1.1  |el  aoa»  o<  lk«  auler.al  „,  bay,  d.v.JVd  tk, 
lot  ,ntu  three  pirn.  Ooe-th.,j  ..II  be  ofle.ej  .1  9  .  m  one 
Ikirj  .1  2  p  •  an)  JM..l,,J  M  7  p..  Caojijly  we  i,  not  be 
U.t  ika*  .nvooe  ol  ike  lot.  will  la.1  over  one  W 
*o  p/io*»«  cvrrf 


300  Splendid  New  Cushion  Overs 
•t  Nearly  Half-Price 

If  you  neej  Cu«h.oni  (or  a   ooal.   lor  a  veraooa,    lor  •  baav 
I— for  anynoe  of  ike  kelp,  lo  Meaner  comlort.   you  II  ao  well 
_      «ea<  9  JO  to-a»rrow   tnornin,.      We    boujbt    the.,  Cu,h,o. 
Toe.  at  a  pr*»  awir  Mow  tbeir    ,e|ula, — almuM    kail— and  you 
miv   be  .u,e  the  aatall  profit   «  hay,  marked  will    aol    alu,    ibi. 

ryauttrJly       No  >aw»  oejee. 
r~*    TapMn  t  u*k»  C«»™.  K  ~»  >~  a>4(>.l          m    fat 

'«""•  «w*«r»"*"  •..*•.  .i  «j...«k.  .„,       IS 


29 

•  Mr  «r 


JOHM  LAUUW  »  BON  . 


Buy  Your  Summer  Needs  in  Hosiery 
To-morrow 


.  J  .    ,1  ~ry  puvular  r«l.t     np 
•>UH    Mft   r«r.tbr*t    >,wV      / 

,<r.r,  pi*  «.!,  .   <T  *" 


No  one  VAOW.  Dettt, 
ouraelvet  iKe  troyblt  c 
ioj  Summer  Hoailry  ma 
specially  ,1  In  a«orto 
liouttj  ,.  ,,  .,. 
lunita 
.void 

plan^J    10    k.ve     pleoly 
M/ln  «rj  plenty  ol  quai 

tkM  the  «y.««     Hot»rv 
All     o,,,h,    be   appl^    e 
forcibly    ika.    ever    lo 
tetlipe,  ol  our  pofulv  Mo 


.  U  bf  .ery  we). 
t  Mcj    are  all  lo- 


*-»W  PT.S.  T-r.,u7>    AX 

onnl.%  to  «>.     Ira.     a       4U 
U  ..  _          .T_       .  ,       .      »J>' 

Biaeai   CoiiM   HvwehMhjr.,' 

'•i'":.1.",'^  ?5 

u  u  «i»* 

M«  I««UMr-KMt  Birtea. 
if.  ..UV  waakk  u^  k-i.  «^l 
tM  tuav  to  tfaMUka  un«t^t 

ill  i  a'  g   io  aiav  treaa'*,]     2^ 


e.  .  BUet  C(  tarn  Hoi.  HuVr 
plain  «e  rihbnl.  i«  rtlinri  11  TIM 
_r  ..ifkl..  U  ».  U\  »  rir 
«J  Me,  (lit  .  apl~vli.l  [•) 
..Ua^riJ  at  . .  ...  «•• 
•an  •  Me-wo  S.,1,  M  Ik.  v*rv  !••>( 
M  ..«l.u.  lor  M..1W.  ll«  I.- 
vce.in  «tk  .  ko.1  ol  K>.  |  p 
•to*  a%MT/  prr  LWU.  »,  2S  |  ] 


Two  CANADIAN  ADVERTISEMENTS 

In  these  two  advertisements  we  have  a  contrast  of  style.     In  the  constant  striving  for 

effect  one  should  not  forget  that  the  object  of  the  advertisement  is  to  draw  people  to  the 

The  advertisement  of  John  Laidlaw  &  Son,  Kingston,  Ont.,  is  the  ordinary  style 

of  announcement,  while  that  of  Z.  Paquet,  Quebec,  P.  Q.,  varies  the  monotony  without 

losing  sight  of  the  business  aim  of  the  advertisement 


DKI'AHTMKNT   STOHKS 


301 


Starts  May  19th,  continuing  10  shopping 


An   open  Icfter  to  our  friends  and  patrons 


ICHT  YBAKS  AGO  we  opened  our  doors  for  business,  setting  our  Ideal  of  perfection 

the  highest  commercial  notch.    With  one  bound  "  The  Big  Start ' '  seemed  le  leap  into 
popular  favor,  and  the  consequences  have  been  wonderful  upward  strides,  a  constant  better- 
onuterf  mermu  I*  vtrHUn.  -4ttrf  tufmtmnts  In  our  store  senkt.  o*y  j  tremendous 


are  the  savings  on  this  Artistic     millinery    modes    in    rarest 


^^^       ^  ^      ,^,.,^ 

t£,rr  Svyryj;  |  cv «•*•".  $T 
$3.98  -fg3tt. 


Knit    underwear    and     Kosicry     at 


savng   on  womens    an      mens 


special     Anniversary 


oxfords  at  tKc5t  Anniveraary  sale  prices 


Wanted   wa«»,    stuffs   at 


Nevif  Jress  goods  effect- 


An  advantageous  purchase  from  big  New  York 


auction  sale  brings  this  glad  tidings  to  mothers  of  Marion  boys 


Could  you  anticipate  bet- 


ter    blaA    silk   offerings 

P:  •--„  ;...:.  ,.:.:;; 
isE5R;rSS:is;-?- 
5BSaHsj!Ef3Ei 

Buy    .   pj,r  of  no    k, j  ,jl 


"       ^^"^  "  ^  ""  *J '*'     $  1 2 


Rich  trimmings  you  \vill 


A  FULL  PAGE  ADVERTISEMENT  FROM  MARION,  IND. 

This  advertisement  is  remarkably  well  balanced.  The  underscoring  of  the  headings 
and  the  use  of  italics  for  the  introduction  helps  to  make  the  whole  distinctive.  .The  two 
columns  of  bargains  on  the  outsides  of  the  main  advertisement  are  decidedly  good. 


302 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Muslin  Underwear  and  Lingerie 


»     May  *  Sale:    Most  Phenomenal   faiuet   in    Fine- Domestic  and    French    Underwear 

Way -can    we   giv?   greater   values  Xhaa    cap    be    found   elsewhere?       Because   we    arc    the    oaly    etclu 
«Jve   womeo'i   style  shop   in  our  city.  w«  have  nothing  to  divert  our  attention  from  women's   wear.      Tkit    is   »tl   */«• 

£Ing?    Tis  just  a  proof  of  ihc  good  old  saying — a  jack  of  all  trades  it  master  of   none.     To    prove    our    statement  »e 
k  you  to  fix  in  your  mind,  if  you  please,  any  article  of  underrnuslia  at  any  given  price.     Then   make   a  careful  inves- 
tigation of  what  we  show  at  that  price  in  the  article  .selected     Compare  it  with  what  can  be  found  anywhere  cl&e 
the  same  price,  and  '<re  know  you  wfll  indorse 
d*t]ia»  tmripi    i  •(  rt»  •••t 

p(«  "»£.«,  if 


tf  AfuAr  Wear  Mutt  Be  Sten  /•  Bt  Appreciated 


Sale  of  500  Dozen  Beautiful  Shirt  Waists 


:  Monday    bu    forced  ut  to  hutry   o«r   *d>*Mf   Miy  ordi 
thai  mil]-  an  wondtrUl      We   (eel    iK»(  if  ih«  ttwuM»di 


;  $2-75 

AUowcr   Lace    a«4  F 


Stevecco  Corsets,  $15.00  Values  $7.50 

Sffda/lr  Priui—J  F uliri  a/ltt  May  Sail 


»d  Veiling 


New  .Arrivals  in  Spring  Silks 


'^•"JX^'.T. . 
Summer  Und 


Tailored  Suit  Novelties 

/I  Sire, 

/ram  ISS.OO  la  HfOOO 

•ilh.     Alto  cxclanve  modelt  in  combiuti 


Linen  Shirt  Waist  Suits 

Him*  Cmtnutn4   ml    KM.    1107} 

tliOO  ...  ItlOO 
Mock  tW  lot 


Lingerie  Dmiel,  tit  It  tjst 


t  to  b«  Mod  at  rvcry  poeo. 

" 


CeU-FiUtJ  Brace/e 

nday  »e  ofer  ano 
wondcrtul  bracelet 


. 


A  TYPICAL  CHICAGO  ADVERTISEMENT 

We  have  in  this  advertisement  one  typical  of  all  Chicago  advertisements  inasmuch 
as  it  is  well  displayed.  Chicago  advertisements  are  prominent  for  their  good  display. 

The  manner  of  pricing  is  open  to  objection.  "Silk  waists  at  $1.50,  $1.95,  $2.25, 
$2.50,  $2.75  and  $3.75,"  refers  to  six  different  lots,  but  by  making  one  lot  more  prominent 
the  results  would  have  been  more  noticeable. 


DEPARTMENT  STORES 


303 


HAHNE  &  CO 


HAHNE  &  CO 


Fling  Old  Glory  to  the  Breeze!  r"nou"   ~°'°" 

/     Tackle.  . .  Hammocks 

I       m  ^m         t    ET  HK  FUf  AM!  on  DrcontkM  Ctay  tnm  ewry  hwnt.  from  every  »tore.  oflkt  ant 

;       »^^    •§    Nv*      SlMW  fiwM*.  ^  •-— «  M  kw«*  JTiirT 


Star.  CloMd  All  D.r 


TVinr 


HATS  FOR  OUTING  TIME  o» 

**   *•"* 


jS^?£??cSs±is;     * 

•«.  •  M<MM«  JT i*M«i*wZ 
*"  ^i*",^**  ™* "    ™  tw  • 

Ito  •••^ 


fc     **     "^  i**^.~  ^r  ** 


2.25  C~*M    M*   *M    AM  p.,** 

•-  .          -  .    -       ...,'.,..:    .      , 


*— .        '5.90         "6.70     T.3S     ^ 


dt  Outing  Shoes.  ^* 


A  DECORATION  DAY  ADVERTISEMENT 

Decoration  Day  is  honored  in  the  opening  of  this  advertisement  from  Newark,  N.  J., 
but  it  is  chiefly  remarkable  for  the  arrangement  of  the  illustrations.  What  man  or  woman 
could  look  upon  this  advertisement  and  not  be  pleased?  What  memories  from  the  past 
it  must  bring  back  and  what  pleasant  anticipations  of  the  future  it  must  arouse. 


304 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


THE  STIX,BAER  &  FULLER  DRT  GOODS  COMPANY 

Begs  To  Announce  The  Formal  -Opening  Of  The 

NEW  MISSES1  &  CHILDREN'S  CLOAK  SECTION  i* 

ON  SATURDAY  AND  MONO  AT,  MARCH  4th  and  6th 


m,  mwf  w  »r*  r**ft* 


ttk  W  •ppreo*!       W*  »tm*4  to  mmit  Hit  Ik*  m*it  tfm^Utf  CluMrtm't  D<fi*rtm**l  r.  /A*  uty,  W 
* 


Nt*/W*mitt  Clank   5«/W«  e*  Ikt   Tktr*  Ft**  u   MM//  /<"   r« 
•v  Mitvt  tAmt  10*  »///  "9  aw  Attvt  t*€t*tfat     Every  rfpreit*t*li~"  maKu/aet*rtr  tm  iMit  tomnliy  v«i  ^i»u</  */  ««r  A«//r  «W  *«*  «*/*  */«./««/       T*»/  «^/«  rf  -«  /*»«/  to  ^«y  A|*  fc(/  /*^r*  u  M4tf>,  « 

>/  5^/<?  5Xrc7ze/  of  Misses'  and  Children's  Spring  and  Summer  flpparcl  Never  Equaled  tn  'f/its  City 

Tkoit  wko   kmt  ftr/t  lo  (ttlke,  vtitt  tttt  if*nal  ixttnsf  i*  tkit  m*f*ifitt*t  display.      We  *if<  fatty  dvtet  j**v  ftfenti'*  t?  **r  t*it  <»ttttiit*  */  AifA-t/a 


You  can  glean  an  idea  of  the  immense  variety  of 
styles  we  are  'showing  from  the  following: 

•   UUrmiiu    TiilorMxk   UK.    .,• 


m  : UKMllBOO  l.a«ti.  hjn4-n»li*m*iiiJ;  »ux  4  I*  U  j*.n.        •* 

'  Buur  Brow,  tan,  In  -k,i-  ,n.l  «olon4          '"• P»  i.  I1«J» 

•  •MMt.tfml>U^.:  _       MM.'OmnOM.i.  ».  B^,  ..ta.  Mb         ' 


T^Jf  have_every  one  of  the  Garments  that  is 
Illustrated  on  this  page 


ST.  Louis  CONTRIBUTES  THIS  FORMAL  ADVERTISEMENT 

There  can  be  no  doubt  in  anyone's  mind  that  a  change  from  regular  announcements 
)  be  commended,  but  when  it  tends  toward  waste  of  space  as  it  does  in  this  advertise- 
ment ot  the  Grand  Leaders  it  is  worthy  only  of  harsh  criticism.     The  lines  in  the  opening 
text  are  too  long. 


DEPARTMENT  STORES 


305 


Fine  Sftt-tr 
All  Linen    Cambric 


25c 


«< 


Tfie.  Latest  Novtlliu 


it  ii  wi  ys  !•*»»  «>*.  •»;«'. 

inj  aknr.—  A  UbrK  much  btond  lor 
OuHlmi  Dmici,  L»dW  Nifht 
Gowna.  Cortct  Covert.  6n«  Prtticoati, 
Dm*  Apivv:*.  *lc.  Laamfcrarwilhoat 
will  w«r  miKh  lonftt 


Ladies'  Neckwear  \ 


LaoW  Stockr.  in  tib  rff.dr.  Collar  and  Cuff 
f  rw.  Lat.  Tit..  Crrp.dc  Cbcnc  Tl««.  »od 


Embraca  every  conceivable  thing  which  the  inventive  genius  of  the  age  has  produced — the  variety  so  amazing 
that  the  pages  of  this  paper  would  not  more  than  contain  the  complete  list.  Dolls  in  great  variety — children 's 
bureaus  and  dressers,'coasters,  knee  sleds,  express  wagons,  patrol  wagons,  blackboards,  tool  chests,  children' s 
desks,  roctingcbairs and  horses,  doll  trunks  and  carriages,  toy  pianos,  horses  and  wagons,  locomotives, 
automobiles,  fire  engines,  etc.  All  marked  at  price-lowness  that  has  made  the  dept.  famous. 


At  Tht... 

Dress  Goods  Dept. 


TVr  karr  •— 7  I  •  III  I  a 
i^.  tar  »rMt,c7uL 

£L>r  •"•*• "  '*N* 

Oar  iilnH'iii  M  Fon  Vrfa^ 
Vtfr  arrf  JWW.  Waar  n 
rw  VTC««  M  ika  a*iMi.  aU 


pA/r/  Waist  Patterns  $3.75 

•  Ln*ea— hand  n»-    C^OC 
I ..  JZ.ZJ 


BOOKS 

ijapMrvr  tbe     fffltfltfn  tr«#  Irff  M» 
«r  •— Vj  ./  •••  »~>in  <K  «W  afcr 


Mr  Laor  < 

Th.  Maa<ia _. 

Ood'a  Oaod  Man-lr  M.n.  C    -. 

~      irlv    •!    OraaMark—  Br    Oaorga    I 

acUaai  ...      . 

k  Fndar— IT  Pradmck  &  lahaaa   . 

rrniltpr  1 1-     ITr  "'"  "''-' 

Tk»  Hour  Hr«ia     »T  I  Ildr^  Patarr 
H.   Ttai    Kaxdi   atraad  WM>    Ma— I) 


?*«•«»•  Popular  Copyright:         A  Q 

Illlliunillj  hoond  n  ckxk  U.J  pr,,..tj  on  tar  *+    /C 
laid  aaa<r.    CXf  ane« •*•  '    ^*" 


Velvet  Purchase  &  Sale 

1.000  ymr*  Bro4.it..!  tnd  CraOMd 

Ur   rci»J  pom-lio*.  ll.J*  and  IU 
yard,  in  brown*.  i*nt.  navy,  mi  tin*. 

StV>i.  I'M  mmt  ud  bbck. 

TlM  comet.  tUic  (or  Wtku.  "Coat*  utd  1 

.'ti.-^r.".0"'1^ 59c 

O*p«  *•  Cb4»*-Ntw  kMorttncnt  of  color, 
mfi.  the  rtfuUr  $>  oo  qiuJ.ty,  70 

U.  Ike  r»rd /  «?C 

BUck  Taffcu  SdU  Mi'dBUckPcu  d«  Sok* 


Uncovered  Sofa  Pillows 


7X  «,  Ik.  loctial      (t.  <      n  .-. 

*—»»••••' $L39 


' 

p 

^ 

CHRISTMAS  BOXES 
rZSfBgHs&^sL 


25c 


ta.r.  .,  frr  (,,/«  /»r  «r  ««». .. 
^ta.  Erami.r^nn^rJ  to  .  y Jc 

,S^,a17i3i'7r'd>  "'"*     75c 

H  In.  Chniot.  I  rrrilir       JJ    QQ 
i«-ia.  Hranr  Venetian  Cloth,  a  a™.! 

$1.50 

Cloeka.  a!  soc.  7W.  •t'o  to 


JV«u  <///</  Exquisite 

LACE  WAISTS 


.,.','^.'i..,,.i  '"ii'-.'/'.v'l,,,  ,".''„',",  .T'. 


K^ 
ij.jjj 

^ 

^ 


PERFUME  DEPT.  \\ 

Hoobirant  Idral  P. i Ulan   tSr  l^ii!.. ..  l^jo 
Rocrr    and    Oalkl     rerfmo.    ra,n,    cnoicr 

odors  !!,.  boill. »,^« 

L.  Grand  Orin  VUta  r,rf_ai.  ihr  boiilr.  aoc 

L.bta1.  P<rtan«m>i«  bottle T]c 

'  Vantin.  Oncntal  PcHwn«a.  the  boltk 

Colr.t..    Riter.    tcrbr,    and    Vafl    T*t. 


FROM  THE  CITY  OF  THE  STRAITS 

The  symmetrical  arrangement  in  this  advertisement  of  Hunter  &  Hunter,  Detroit, 
Mich.,  is  excellent.  The  border  is  above  par.  One  could  hardly  ask  for  a  neater  appear- 
ance than  this  advertisement  gives  us. 


Dinner  Sett,  Toilel  Sen,  Limps 


o 


402 


PENN  SQUARE. 


New  Icwclry  Section  No»  Opti 


K»rl*r  m  charge.     E.j   , 


A  Very  Busy  Store  in  a  Busy  Block 

A  busy  block  snrely,  full  of  life,  full  of  hustle.     We  have  pictured  it  for  you.     It  extends  from  Fourth  to  Fifth  streets  on  the  sooth  side  of  Penn 
Square,     You  wilt  notice  our  store— the  third  one  from  the  right     It's  our  new  home,  and  we  are  proud  of  IL     It  is  filled  with  bright,   new  goods,  and 

"ihe  new  store  with  the  old,  familiar  (ace*  "     Old  friends  are  here,  and  you  will  be  made  to  feel  at 
basement      AU  department*  are  now  open     We  are  fully  ready  for  butmeis.  ready  to  teivt  you. 


Rimitufc.  CVpcty    Drapffic*.    Sc 


A  Great  Showing  of  Baby  Go-Cam  and  Carnagc 


Women's  Wearables 


Men's  Wearables 


It  doe*  MM  natter  to  us  what  pnc«  you  pay  for  a 
r  can  not  afford  u,  tell 
anything  made  of  poor  cloth,  the 
of  tnlcrtor  QiMbii.  iht  nukm* 

M  any  way.  ior  the 
m  that  we  allow  yov  to  be  wear < 
V  food*  wh.k  paying  lot  them 
We  would  *of  offer  you  an yihmf  bwi 
reliable.  »mctl>  d«f  tfdabU  Cloihmi , 
anyway,  lor  the  rcaton  thai  there  » 

inf  Ihe  other  kind.      One  ilting  her< 

Udly  :     .    . 

Lei  ii  be  understood  thai  oui  Cloth- 
ing i*  thai  diflireni  kuuj  thai  prove* 
last'Bfly  titisfaaory  And  M  out 
Spr>nf  Mock  w<  have  ih.t  10  tav  In 
all  «.r  many  yeari  el  CkKhmg  buyutc 
we  never  had  to  nice  4  thowinf  a* 


We  with  our  Udy  reader*  to  kindly  fix  firmly 
art — Our*  K  a   showing-  of 


Priced  (fom  $7.75  trf  $45.00 


Su'in  for  Men  and  Young  Men 


A  $16  00  Viluc  «  $13.75 
Pedestrian  Skirts  and  Shirtwaists 


Nobby  Top  Coats  and  Raincoats 

Pricet  T»ry  from  $7  75  10  127  00 


Priced  (rom  $2.75  re  $30.00 

'  "p«ctd"lrom'$2.7S  U 
Covtrt  Jackets  and  Raincoats 


Oft*  *  ONTHESQI 


ONTHESQIW. 

Nos   402  AND  404 


DEPARTMENT  STORES 


307 


This  Means  Choose  From  Any  Suit  in  Stock 

For  Men,  Young  Men  and  Youths. 
They  Sell  Regularly  Up  to  $27.50. 


It's  Important    .    I  Famous  Clothes 


I  rrom  lh»  -tit  kntnrn  lud*  utlori,  B    Kupfwn 
\  *   Co      H.nry   J     Brock  A    Co..  Gumbmtt   *    F 

t  i*i*<4    *Xtr«    Ci 


'  Extra  Sales  People,  Extra  Cashiers  and  Bundle  Wrappers 

- 


I  Remember,  Sale  BeS  Thursday "Inly  5  •«»«£!•  ss^JS^y^^ 


Children's  Straw  Sailors  50c 

x£.'  am  .'i.'""Sn"i*  an  Sv : 


Ben's  Night  Shirts  69c 
Soisette  Goll  Snirts  Sl.OO 


Men's  Col!  Snirts  50c 


Closed  All  Day  Today 


RUNNING  TO  Too  MUCH  ILLUSTRATION 

Illustrations  that  illustrate  and  illustrations  that  embellish  are  good,  but  when  a  third 
of  a  page  is  given  up  to  the  figure  of  a  man  it  is  altogether  too  much.  These  large  cuts 
are  all  right  in  posters  but  smaller  ones  will  serve  just  as  well  in  a  newspaper  announce- 
ment. 

G.  M.  Britton  Co.,  Reading,  Pa.,  have  given  too  much  space  in  their  efforts  to  illus- 
trate their  new  store.  The  picture  of  the  whole  block  is  not  a  bad  idea,  but  a  much 
smaller  cut  would  have  served  for  the  other.  A  small  cut  used  in  connection  with  the 
phrase,  "Britton's  on  the  Square,"  could  be  used  in  all  their  advertisements  to  advantage. 


308 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Mwg  t  a. 


.  5OLE  AGENTS  . 


Cartter,  Holwill  &  Co. 

Wish  a  Word  with  Iv;ry  Lidy  IB  Ittal. 

x-vUR  CORSET  BUSINESS  h«*  beta  fei>U  up  MI  llMM  UvcKrllctf  ******    ftw 


Carttef.  Ntin  4  U 

.SOLE   AOTATS. 


Mill  OIliK: 


DURBAN. 


A  PAGE  FROM  SOUTH  AFRICA 

At  first  glance  one  would  suppose  this  was  a  composite  advertisement,  but  it  is  the 
advertisement  of  one  firm.  This  page  requires  a  border  to  hold  it  together.  It  looks 
very  much  as  if  it  was  tumbling  to  pieces.  The  amount  of  white  space  allowed  to  go 
to  waste  would  not  be  tolerated  by  American  firms.  It  is  waste  in  this  case,  bccau-c  it 
gives  the  whole  advertisement  a  broken  up,  choppy  effect.  Cartter,  Holwill  &  Co.,  Dur- 
ban, Natal,  South  Africa,  are  going  out  strongly  after  the  corset  trade  of  their  territory. 


DEPARTMENT  STORES 


309 


MarshapeldflQ). 

Specials  in  White  Lawn  Dresses 
and  Linen  Suits. 


A  >p'.end>d  selection  ol  v»r>  de- 
'lie   new   slykl    tpt    unmeilole 
will  be  placed  <•  i   saV    this 
Tbe  ill 

Dm.. 
'  tucked  md     immed  «.th 

,'  MMrti- 

atek.«kn>  with  blue  ulm  gi'dlei 
— .  rooluid  O.KI      ••      • 


Lace  Collar*  at  Half  Prices. 

AnortMT  ran  b»nr>»  «|>ocft»«i«»  im  ttnnl  lK 
MW  Lux  CelUn—  <I>  i«  l>«  i««*>t  ilyla  »<l 
IW  tMilCTilll  <fc<.(H_  iMlvy    ln.h  L«r.  « 
IKK  BflMMfe  r«nl.  >nd  >  vwirt,  gl  M;l«  in 

•I  Ira 


•  JM/*   J«X 


J«X    /#••!       X./    «J    amiOy  ifif  rtf+br 
SP.  »?.  Jf.  •/  /•  ««^  •fu^^l  If  tj  }•• 


tiooo 


„  Final  Clearance  Prices  in 
Trimmed  Millinery. 

FeurGmlCollKtu**  ml*4<*i  tlltmr  Hut- Summer 

Strtw  Hall. 

til*  KOD  IT  JO 

Si>  lei  (or  itrm  or  droi — ill 
the  popular  ilraw  braids  in  a 
»Kje  election  ol  shapes,  al 
tastefully  trimmed  with  featheri 
flowers,  foliage  and  ribbon] 
Blad.  white,  navy,  reds,  brownl 
greens — in  (act,  all  the  season  s 
best  colon. 

Tmt  frwt  tn  k»lf  tmj  <m  mtwf  tw. 
Mkxn  fcfcw  itt/.lii  ttrmn  ttlmi. 


Silk  Petticoats- Last  Week  of 
Special  July  Prices. 

Th«  v»Ju«  offend  in  di«  l»n  «  following  nwnben  aft 
twch  aa  ihould  bnng  thw  vcnr  tucm^ul  ul<  to  a  OKM 
salt*r«etory  end—  BOtwilhtUfylmg  lh<  heavy  Mlev  IK 
great  aMOrtnefltt  arc  Mill  tufteienl  to  meet  every  demaw 


Special  Sale  Linen 
Sunshades, 

si. 93.  sa.es.  »3.rs. 

Three  o(  the  most  desir- 
able  style;  and  the  bat 
values  w:  have  ever  of- 
fered at  the  prices  —  all 
are  new  and  fresh,  espe- 
cially, desirable  for  vaca- 


tion 


Majolica:  An  Ideal  Decorative 
Ware  for  Summer  Homes. 

A  Dew  line  of  lh!t  very  popular  ware   haa  ju»t  been 
placed  oo  aalc — beautiful,  bright  colored  designs  jn  sun- 


Figures  Do  Not  Lie 


The  Above  Receipts  Speak  for  Themselves. 

While  in  the  Cast  I  Bought  $10,000.00 
Worth  of  Clothing  for  $4,265.50. 

This  purchase  in  my  mind  is  a  great  scoop  and  one  worthy  of  mention. 
You  can  see  from  this  purchase  that  I  can  do  as  I  adverose.  and  that  is  to  sell 
tailors'  made  to  measure  clothing  at  one-half  price.  Do  you  notice  that  every 
purchase  is  from  a  tailor  or  a  tailoring  concern. 

This  is  what  I  have  been  trying  to  tell  you  all  the  time  that  I  handle  none 
but  tailor*  made  lo  measure  clothing. 

I  would  like  to  enumerate  all  of  what  this  purchase  contains,  but  you  can 
see  from  the  quantity  that  this  would  be  impossible.     I  mention  some  so  you 
may  judge  what  bargains  I  am  in  a  position  to  offer  you : 
There  are  a  few  three-button  Cutaway  Frock  Suits  in  the  lot 
that  upon  my  word  are  worth  $30.00,  your  price  ,.. 

THE  PANTS  ALONE  ARE  WORTH  THE  MONEY. 

50  Coats  and  Pants  at $6.75  to  $1O.OO 

50  Coats  and  Vests  at $6.75  lo  $1O.OO 

Now  actually  it  i*  m  shame  to  Mil  them  at  that  price,  but  I  bought  them  cheap  and  %  ,m  going 
to  Mil  them  th«  tame  way. 


.75 


$10= 

These  suits  that  I 
marked  tlo  are  cracker 
JKki 


$12^ 


$15-^ 

r»t  sis.oo  i  r»«  7<™  <»-  »f 

(OOd*   IK   WCat    Of   Ur  •UWmCDl    1 


Pants,  don't  mention  them,  I  have  good  and  plenty  at  89c  to  $6. 


Now  1  want  to  make  one  broad  remark  about  the  value  of  these  suits 
If  they  are  not  worth  double  1  ht  price  I  ask  you,  understand,  now, 
/  jaid  doubt*,  bring  the  suit  back  and  I  will  cheerfully  refund  the 


AckermaiVs   System 


IS  A  GOOD  SYSTEM 

Underbuy  and  Undersell 

t.'Oirythlng  that  Mfn   Wtar 


1&2.  184  North  Union  Averyue. 


Two  ADVERTISEMENTS  CONTRASTED 

The  Marshall  Field  &  Co.,  Chicago,  111.,  advertisement  has  a  dignity  all  its  own. 
The  I.  M.  Ackerman,  Pueblo,  Colo.,  advertisement  smacks  of  the  sensational.  Both 
are  suited  to  their  separate  audiences. 


310 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


t-.  •  .^i.urs<|ay.  Dec.  Ist^Bvslcr  Brown  Postal 


Cards  tree-  -Ask  any  floorwalker. 


Items  At  Random   Prom  •the 
Pre-Holiday    Sale   of    Books. 


^S: 

^^..jti£jiiic 

ii".Tri          'i~Su_ Vivir,, 

~~i  ,'i'i.'i~i.'.':£.";..C'.". "!''.:''','''" "  '""•"""•"•••v^'i 


jj,c  Arcade 


D.-!««J  < 


f.l.-  , 


'1,1 


some  jppo. 
Th^ gin  jiixks lo tw loui 
tttnt,  suillt  *t  >tJiiOruTy 
nov^llK'S,  illenjjri,  an 
wiret,  tronies.  ttc.  we 
biojdff  anj  mcr^  vm* 
ilun  (vcr  brim  —  in 
lull  t«,u»o(  Ihlilul 
Jft^il  tsimpo«iblf .  Coir.e 
tnj  KC  10 


What  BetlerGiil  ThanaWatch! 

Tllll  ft  boiler  uk  ollm  c  (units  lo  itltcl 
I  lim  oil  si  f  coovariiitcly  Boikil  (net— 


^ ,  1  -,-•;•    -"    •    • 


',      Mttfffyll,    deb 


Teeth  Thai  Pit  and  Arc 
Gvarantecd—Fvll.Set  For  $5. 


«uovr:e.iro*H2r» 

Trimmed  Hats 
to  Go  at  $4.98! 


HM  MUf  WIM  MJ  ol  MM* 

55?  $4.98 


An  Inland  Outlt 

(29Picc«s).J7.04. 

,-••..  .tu-.ifj  r>,  m.«fl..n(j,irt' 


Genuine    Bvrlcigh 
Fawn  Bbnkcts, 

nl  72c  Ib. 


The  New  Bloominjdale  Jewelry 

Store  Is  Holding  Its  Annual 

Pre-Holiday  Sale— 


tiS^JUrs-a 


A  Special  Oitcr  ol  1,000 
Rvlllcd  Lace  Ded  Sets. 


The  Bioomingdale  Standard 
Decorated  Dinner  Sets,  JS.98. 


•/r.isirsin  •*;;• 

O»  r  IMni  «n  tiiiimt^titttiF' 

•I  Tku  Wu.i  >.  75 


lOc.  I5c. '  lie"  25c,  34c,  4<»c.  Me  S  «Jc 


Fhis  Pretty  Bamboo  Furniture 
Makes  Ideal  Christmas  Gilts. 


Uxintlon  lo  Third  Aycnut-Bloomingdalc 


Christmas 


~"  Christmas  Calendars 


"I'Ul  nl  II*  U-M  r>»^  i.Vrv  ir.   (he    »orkl.    «J|d.    ^ 


Christmas 
Handkerchiefs  ' 


i  ,«  UHW.^II,, 
pnc*  of  5V  * 


0--«-.,S    ^ 


Umbrella 


"Balcony  Luntf> 


X3TJS/JT5 
S^£^i,"Sf 


Ladies'  Home 
Journal  JX  Jf 


Stanley   Mills  6  Co.  limited 


GOOD  HOLIDAY  ADVERTISING 

Bloomingdale  Brothers,  New  York  City,  and  Stanley  Mills  &  Co.,  Limited,  Hamil- 
ton, Ontario,  fill  their  advertisements  full  of  the  Christmas  spirit.  Public  sentiment 
should  always  be  accentuated  in  advertisements.  Advertisements  cannot  be  over- 
crowded with  seasonable  items  at  this  time  of  the  year. 


DEPARTMENT  STORES 


MY  HEADQUATTTERS  ARE  IN 


TOYLAN  0 


I  HAVE  opened  my  work  atop  In  the  «how  window  of  the   BUSY  BOSTON   STORE  .< 
Mirion,  rifhl  11  the  loot  at  a  big  mow  covered  hill,  where  you   cut  KC   me  jlmoii  my  lime 
between  now  tod  Chriumai.     ' 

The  United  Telephone  Company  has  furnished  me  special  tele- 
phone service  and  I  -will  be  glad  to  answer  calls  from  girls  and 
boys  any  timt  from  now  until  Christmas,  whenever  I  am  in  my 
work  shop. 


I  will  mike  I  record  in  my  big  book  o(  ill  the  children  who   call  me   up,  and  give  me  their  lull 
addrew,  and  will  write  each  one  ol  them  a  penonal  letter.     Call  Santa  Cl«ura  Phone  MOO. 

TOYLAND  is  FILLED  WITH  TOYS  AND  DOLLS 

and  I  invite  you  all  to  come  and  tee  them.     I  will  be  here  and  will  be  glad  to  tee  you  any  lime 
you  come 


A  Few  of  the  Many  Hundred  Things  in  Toyland: 


eaaeyeWe   eatey    ktad    Ml  boo.    Meat  fen.  an*  real,  ea  a  bed    Ha«oe  «l«Hijia.»jael.a»leal.  ae>  taenM 

I 

laao.  15  key  •Jafcofaaj  toy  plaaoa   |J> 


aVaaa.     We   are   earrataf   anre   laaa   lae    I 

liill.ilj  eiarfc  of  deaaw  thai  year  aa4  every   baaraa.    capbaarda.    foMlaa.     beda.    table,  lower  arrange.*..*,  car  eoauiaiaa.   *   aftfa. 

Wy  akoaU  be  prepared  lo   kaep   Ue   aeifb-    chair.,  etc..  price,  raaflaflroea  <|  50  dow>  aa  eran  rrprodaclloe;  of  Ibe   eeaaallonal  ap- 

bara^aewrlblbaa.  aplraaM  «raa».    Wi  to  |*e  paralaa  4|c 

•toll  aaaM  Ma1  fa  earla    Voa  May  bay  a  Wacbaalcat  Irala*  eomplete  trltb  circular 

I**  *~*  *  ***  JolaUal  aalla    i»  lacbe.  leJI.    fall  (olaled 

•V.eM.AIlk!^.  rf  fm~  tod^iM  an  W.lktot  .ton.  M.*!,  cotoerf.  mad.  ap  >«Jy. '"•I- bead.  ut«ral   h.1,  .1,.  .h.,. 

:  .•r-ar.a.r.r.i  *-*-*—•—-  «••.  »•  ..i^^^.e^bf :,  t  s£ 


abor.bowoaW    ly 

,i  jjrto.!  ^»,;  -••  —^  —  —• '  •'  £??,:£"*"***•  -11""1'1"""" 

•iotly  panted  n  cbm  coaMbv  J(<  «>««>  lly  raOlot  b.raae  palmed  and  dap 

pled,  palaled  aiane  atvl  tail  aad  wood   rock 


Ofr= 


•.  9»c 


OraaaodMla     la  ca»ly  little  .owaa  pal.  ai..baalc.l  Irlella.  kill  cll-blaa  e.^'  CylIMm  aelalla,  araaa    Acoa.pMe.nd 

anedahar   Pertaaa   modrli.   aawlhm  oaea  can  U  operated  t^  anyone,  will   el. ml,   billa   practical  prlnlinr  («ill.t    with   arveral   c*fa. 

aak/w.wiac,  otbeta  a   foot   hia;b   at   2«K-  alter  brine  woand.  are    made   In   tfeam   en-    |J«te  luatsol  type,  .ul.irnalic  inker,  can   be 

••d  1U/  tbey  ra»ay  ta  prtca  ap  lo  ,7.«r>  tor  ^^n   pauol  wagoaa.  eaton»i)Hle<  >m1  glhcr    aafl  lor  practical  wi^k.  maain|(l«tterbeaxl^ 

O»ar  n,^,  „  ^aKX  Ue  aval  palteraa,  hifkly  colored,  price  SOe  cirralara.  elc  ,650  .n.l  (3  50 

aVWI.eaalr.     AoanpMe  lia.  o(  doll  re-  r^l^fr^^.m. 

•am.  aton,  btad>.  rrj..  eye«.  wifa.  CU..   5e  ubfc  pj.^.,  2*K 

caaaprrte.    .Tipper,  aad  aKKknaa,  deaaara,  p.^^.j    lht  ,„ 


REACH  SANTA  CLAUS  BY  THONE 

The^Busy  Store,  Marion,  Ind.,  cannot  help  but 'be  busy  if  all  their  advertising  is  as 
full  of  "heart  throbs"  as  this  Christmas  advertisement  is.  The  little  ones  may  not  be 
the  buyers  of  the  family  but  they  are  the  "prompters"  of  the  buyers. 


STATIONERY 

Tne  impreision  that  come*   with 
'  a  letter  written  on   good  rtation- 
ery  u  luting.       We  art  jivtn  to 
neglecting  tku  detail  in  our  coi^ 

act.     Our  stationery  department  u  M  complet  • 

:k  u  w«  carry  all  tie  regietered  "Wf.~  that  we  ca» 
aalufy  the  mort  discriminatinj  tartca. 

THE  OWL  DtUJG  COMPANY 


Pure,  fweti   tttmuA  Soap  witti  fo»nsy 
UtLci  —  tbc  luxury  of   toil«t    and  t«tb— 
tku  lurcly   »pp«»l«  to   your  femi«ia*    in— 
•tincu.      ^»V  e    k*v«    »O4p    IQ   every    con- 
vcaiatatf    form  —  otfonf    cAe*.      ind      evil 
£»k*i  —  square     ctk<*    *a<j  round    cite*  — 
fancy  and  pWn  —  i<nport«d   aad  Jom«*tie. 
'No  ..or.  ..   ,U   ,kol«    W..I    c..»ger 
fuck  •  T»ri«ty  *i  iucK  •JtQuadin|  price*.       It  •  Dcrcly  aaotbcr 
tk«  Owfa  w«y  of  <«ttin|  k^Largaju  for  tk«  IxAUHJul  W 


city. 


Look  ov«r  tlua  lio«  aaj  «M  wk«C  w«  ofttr 


»i»ow- 
D  of  tliU 


THE  OWL  DRUG   STORE 


—  try  a  glass  of  our  Ice 

Cream    Soda    these     hot 

days. 

— tkey  are  tte  kind  ttat 

remoVe  thirst. 

— made  from  pure    fruit 
juices    and    served    from    our 
Arctic  Fountain. 
—  cold? — well  I  should  say  BO. 

The  Owl  Drug  Store 


To  Protect  Your 
[Complexion 

AGAINST   SUMMER.1* 
HEAT  AND  WINDS 


tht  Owl  provide!  all  the  t**t  Ittuxu  anil   prttuinioill  Made.     Fteckk 
•unburn  ir.d  tao  need  never  trouble   the  complejcioru  of  the   fair 
oith  ibex  many  preparation  »,ih,r.  their  ea>r  reach,  lor  il  you 
come  in  perton  •  letter  wilt  brief  rou  tutt  what  you  wJnt.  lor 
Owl  keepi  them  all  and  all  of  them  at  Cut  kate  PnccJ. 


The    Owl 


92O    Moln   Street 


Store 


and  t 


ran 

Are  painful  and  mar  t  ne  beauty 
of  one  I    complexion.       The»e    dot 
day«,  all  are    liable   to  Jet  acorened 

-r  more  or  lex.      If  to,  you   will  find  at 

our  Toilet  department  'ne  following  rcmeJie.  which    will 
remove  tan  or  rclievf  eunburn: 

Eipey's  Cream 1 2c  I  Pompel.n  M»i«(o  Craatn      We 

Lfly  Crearn  ,. I  Sc  |  Owl  Sure  Cure  Lolloo     .      11.08 


Kinds'  Hono>  Almond  Cr. 


1 1  ilcim  Powder.  Ik.  1  fir  Ik 


All  Toilet  A^tessorfet,  Perfumes  and  Toilet  Water*  In  Slock. 


The  Owl  Drug  Store 


920  Main  St. 


Thirst  Satisfying 

SODA 


AT    OUR    ARCTIC    FOUNT  AIM  I 

Made  from  the  Pure  Fruit  and  Apprtiz- 
infjly  Served. 

Delicious  Drinks  Dispensed! 

OUR  SUNDAES  ARE  FAMOUS. 

OWL    DRUG    STORE 

OSO  M»ln  5lr*.t. 


Our  Sodas 

and  Suudaes 

Made  from  the  pur.-  tr'uit  luicej, 
pure  cream,  and  served  cold  and 
appeuiiiigly,  tbcy  leave  a  delight- 
ful satisfying  sensation  that  ditptla 
all  thirst.  Sernd  Irom  our  Arctic 
Fount  atik 


FIREWORKS- 


CUT 

PRICES 


THE  OWL  DRUG  STORE. 


KU>   M.lr,    St.-.. 


The  OwCs  Greatness 

and  The  Kansas  City  Spirit. 

'or  jeari  the  Owl  alonr  and  uniupponerl  has  stood 
agaimi  Hi(l.  r-rict.  and  Trust  Control  Kansas 
1  people  have  iiood  by  iti<  Owl  and  the  fifhl  hal 
n  a  winning  one  lor  both  the  Owl  and  the  people  The  0 
wn  to  bt  ihe  ireatesi  Retail  Drug  Store  in  the  world  and  thi 
hate  berierncd  immeasurably  b>  us  Cut  Rate  prices  Let  the 
rk  go  on 


TBE  OWL  COT  RATE  DRUG  STORE,  !a£L 


GOOD  DRUG  ADVERTISING 


DRUG  STORES  313 

CHAPTER    XLVI 

DRUG  STORES 

OF  ALL  retail  establishments  the  drug  stores  of  the  United   States  and  Canada 
should  do  the  hest   advertising.     They  have  a  great  deal  of  their  advertising 
literature  all  ready  prepared  for  them  by  the  wholesaler.     Booklets,  leaflets, 
show  cards,  and  many  odd  pieces  are  freely  distributed  to  the  druggist.     Sometimes  he 
uses  them  and  sometimes  he  does  not.     If  he  uses  the  matter  sent  him,  intelligently,  seeing 
that  it  is  properly  distributed  and  placed,  he  has  the  means  of  increasing  his  business  at  a 
very  slight   cost. 

The  druggist  as  a  rule  uses  small  spaces  in  the  newspapers  but  he  does  not  use  these 
spaces  judiciously.  Often  he  will  allow  an  untimely  advertisement  to  stand  for  weeks. 
With  hundreds  of  advertisements  all  ready  prepared  for  him  he  often  prefers  a  simple 
business  card  that  contains  only  one  fact  and  that  OTIC  that  there  is  a  drug  store  at  a  certain 
corner.  He  may  think  he  is  giving  much  information  when  he  says  he  has  pure  drugs. 
Here  is  a  specimen  of  this  class  of  advertisement : 


For  Your  System 


We  have  the  proper  drugs,  properly  mixed  and 
properly  priced.  You  always  need  some  kind 
of  stimulant  these  hot  days.  Drop  in  and  have 
us  fill  your  prescription. 


STUART'S  DRUG  STORE, 


Ouellette  and  London  St., 
Phone  548 


Every  druggist  on  earth  makes  the  same  claim.  Perhaps  all  are  right.  "You  always 
need  some  kind  of  stimulant  these  hot  days."  What  kind  of  a  stimulant  does  Mr.  Stuart 
recommend?  You  will  have  to  ask  him.  "Drop  in  and  have  us  fill  your  prescription." 
Mr.  Stuart  will  gladly  fill  it.  Such  an  advertisement  is  valueless  as  a  business  puller. 
It  is  valuable  only  for  the  purpose  of  keeping  one's  name  before  the  public,  which  is  now 
conceded  to  be  practically  of  little  value. 

The  Hamner-Ballard  Drug  Co.,  Memphis,  Tenn.,  and  Ellis  W.  Armstrong,  Decatur, 
111.,  advertisements  are  along  the  same  line.  The  former,  while  containing  the  least 
number  of  words,  says  the  most.  Only  one  point  is  emphasized,  but  that  one  point  sug- 
gests dozens  of  others.  In  the  latter  advertisement  several  points  are  mentioned,  but 
none  are  driven  home  with  sufficient  force  to  make  them  remembered. 

Kingston,  Denison,  Texas,  has  a  well  displayed  advertisement  of  their  ice  cream 
soda.  The  drug  business  has  expanded  so  in  late  years  that  in  reality  it  is  a  miniature 
department  store.  There  are  the  drugs  proper,  then  the  patent  or  proprietary  remedies. 
There  are  perfumes,  soaps  and  toilet  articles;  leather  goods,  stationery,  cut  flowers, 
fireworks,  novelties,  lunches,  ice  cream  soda  and  other  light  drinks,  and  cigars  and 


314 


tobaccos.  With  all  these  departments,  and 
in  some  cases,  many  more,  it  is  not  sur- 
prising that  some  druggists  make  money. 
Those  who  do  are  the  good  advertisers. 

The  Scott  Drug  Co.,  Oklahoma,  O.  T., 
make  their  announcement  of  the  opening 
of  their  soda  fountain  in  a  very  neat  way. 
The  advertisement  might  have  been  more 
informing;  might  have  told  strangers 
something  about  the  soda  served.  This 
announcement  followed  by  others  noting 
special  drinks,  telling  what  they  are  made 
of,  how  pure  they  are,  how  delicious  they 
are,  will  make  many  thirsty  mortals  travel 
a  block  or  two  out  of  their  way  to  test 


An  Isolated 
Prescription  Oept 


5"/>e  Hamner-Ballard 

Drug  Co. 


The 

Fountain's 
Music 


>car  tban  la»l— it  •  hjr.1  In  \mfn\ 

but  vxr  tlo  ktic>w  tli.ii  Mr  ii-all  u*?  the  purrtt  and 

rini'il  ttiauruU  lha>  wonr.v  nil  tn.v.  Hid  «h»ll  onil 

mi.ctfotl    tlial  nuslit.niakc  tb<«t   most  drlijUltll 
bo\«:i.i^c>  luuir  JiiiUCUS  »tl!l 


The  Scott  Drug  Co. 


DAINTY 
PERFUMES 


REMEMBER  THIS  ABOUT 

PRESCRIPTIONS!! 


'A  good  prescription  tan  be  spoiled  by  bad  drugs. 

A  commou  prescription  cau  be  greatly  increased 
in  efficacy  by  superior  drugs  trhcii  compounded  by 
an  expert  prescription  druggist. 

We  u-e  tfie  highest  grade  of  drugs  in  all  ot  our 
prescription  work.  If  you  want  the  best  prescription 
work  that  cau  be  done. you  n-ill  bring  your  prescrip- 
tion to  our  drug  store. 

No  prescription  is  ever  changed  in  oiir  prescrip- 
tion department  without  the  instructions  of  the  phy- 
sician who  wrote  it. 


ELLIS  W.  ARMSTRONG 


THE   OWL 


DRUGGIST. 

11 13  North  Water  St.  1001  Eut  Herklmer  8t 


Tbln««  for  B»by         SiT-"«i  ».' 

_       tajtuT      U.U.T.     «1I  ,  M< 


Ul,  MrilM  illnr  ••  *!•!». 

.p-r-1 

T..Ut 


Telephone   Your   Household  Needs. 


to  jon  tear.    ThU  Mrrln  eorti  jff   BOlhlof 
•itra.     Ti7  on  phow  ^Mw-of  drot  MUl'C- 


the  drink  advertised.  They  might  find 
just  as  good  a  drink  closer  at  home,  but 
they  do  not  know  that,  because  they  have 
never  been  told. 

The  advertising  of  the  cut-rate  drug 
stores  is  usually  much  more  aggressive 
than  that  done  by  those  who  hold  to  more 
conservative  prices.  The  former  cut  the 
profits  in  two,  advertise  largeJy  and  sell 
all  the  way  from  three  to  ten  times  as 
much  merchandise,  make  in  the  end  more 
profit,  make  friends  with  the  public  and 
enemies  of  the  other  druggists. 

The  writer  does  not  favor  one  style 
more  than  another  in  giving  his  views  on 
the  subject  of  advertising.  The  cut- 
price  drug  store  has  a  field  of  its  own  and 
so  has  the  other  fellow.  The  one  caters 
to  the  masses,  the  other  to  the  classes. 
The  one  is  aggressive  while  the  other  is 
conservative.  The  one  is  always  in  the 
limelight  in  as  sensational  a  manner  as 
possible,  while  the  other  remains  in  the 
background  in  dignified  silence. 


I-TI.M  I  t  UK 


315 


Off  &  Vaughn  Dm-,'  Co.,  Los  Angeles.  ( 'a!.,  pn  scut  a  rather  wordy  Christmas  adver- 
tisement in  the  one  \\c  h;i\c  reproduced.  There  are  Few  unnecessary  words,  liowever,  and 
at  the  holiday  MMMUI  one  can  hardly  crow<l  too  much  interesting  matter  into  an  adver- 
tisement. '1'his  (inn.  apparently,  have  foi gotten  nothing.  In  the  upper  left-hand  corner 
appear  the  'phone  numbers.  These  might  have,  and  should  have  been  mentioned  in 
that  portion  of  the  advertisement  de\otcd  to  "Telephone  your  household  needs."  This 
store  opens  Sunday  7  :  :!0  A.M.  and  close  >  |  |  :  :;o  P.M.  A  good  point  to  be  made  known  at 
this  season  of  the  vear.  "Shopping  by  mail"  nccivcs  attention  also.  We  are  repro- 
ducing a  page  of  drug  store  a«h (  rtisi  IIH  nts.  '1  he  Owl  Drug  Store,  Kansas  City,  Mo., 
is  of  the  cut-rate  variety,  yet  in  all  of  their  announcements  they  preserve  their  dignity 
and  create  confideiue  in  their  integrity. 

In  advertising  a  drug  store  the  IH  w>papers  can  easily  be  used  to  advantage  when 
remedies  carried  in  stock  are  being  advertised  by  the  wholesaler.  Space  of  two  lines 
could  be  bought  under  such  advertisements,  and  an  advertisement  stating:  " —  —and 
-  for  sale  at  Ulanks."  The  drug  manufacturers  are  great  adveitisers  and  provide 
tin'  retail  druggist  with  millions  of  dollars  woith  of  advertising  matter,  samples,  etc. 
These  should  all  be  used  as  advantageously  as  possible.  Window  displays  are  very 
valuable  to  the  druggist.  These  should  be  timely  and  in  season. 


CHAPTER   XLVII 


FURNITURE 

IN  THE  larger  cities  the  furniture  business  lias  been  taken  out  of  the  hands  of  the 
exclusive  dealer  almost   entirely.     The  department  stores  all   have  large  depart- 
ments where  furniture  is  sold.     Their  largest  competitors  are  the  "credit"  furniture 
firms  who  handle  everything  in  household  furniture  from  a  tin  pan  to  a  parlor  suit.  These 
latter  firms  have  absorbed  a  goodly  portion  of  the  ex- 
clusive  hardware   merchants  trade  in  kitchen  utensils, 
stoves,  cutlery,  etc. 

But  in  the  smaller  cities  and  larger  towns  there  are 
still  a  large  number  of  furniture  houses  who  handle  only 
furniture  and  carpets,  rugs  and  draperies.  It  is  for 
these  this  chapter  is  written. 

The  exclusive  dealer  in  furniture  is  usually  a  poor 
advertiser.  He  believes  in  advertising  because  he  uses 
large  space  in  the  newspapers,  but  he  does  not  appear 
to  grasp  the  possibilities  of  the  proper  use  of  that  space. 

The  advertisement  of  Chas.  F.  Doll,  Buffalo,  N.  Y., 
is  a  fair  example  of  what  the  usual  run  of  these  advertise- 

ments are.  There  is  usually  a  cut  of  some  article  of  furniture,  and  it  is  not  always  an 
appropriate  one  either.  The  space  is  then  used  for  the  purpose  of  going  over  a  lot  of 
generalities  that  are  old  and  time-worn.  As  a  usual  thing  they  ring  in  that  old  "chest- 
nut" about  being  made  in  their  own  factory.  In  these  modern  days  people  know  that 
better  and  cheaper  furniture,  as  well  as  other  articles,  are  usually  turned  out  by  the 
largest  factories  and  not  by  the  smallest. 

"You  may  rest  assured  that  you  are  getting  the  best  at  the  lowest  market  price"  does 
not  convince  these  days.  Contrast  that  statement  with  "Brass  Bed,  $22.00,"  the  head- 
line appearing  in  Kaschenbach's,  Wilkes-Barre,  Pa.,  advertisement.  Which  statement 
is  likely  to  be  the  more  convincing?  Which  statement  is  likely  to  be  remembered  when 
furniture  is  wanted? 


,NO  DURABILITY  UP 

CONSTRUCTION 
it  u  made  Jo  oat  own  factory,  designed 
.  finish  and  upholstery  «  per  your  in- 
u  •  manofacturer's  price,   wid    deliver 

may  rest  Assured  that  jrou  ire  getttnf 
irket  Price. 

ve  a  handsome  assortment   of    daven- 
ill  interest  you.  and  an  excellent  sho»> 


CHAS.  F.  DOLL, FINE  FURNITURE  ^ 

COR.  WASHINGTON  AND   MOHAWK  8T8. 


316 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Kaschenbach's  advertisement  is  a  business  bringer.  The  headline,  illustration, 
description  and  price  are  all  in  accord.  Brass  beds  are  much  in  demand  and  when  a 
furniture  dealer  comes  out  and  says: 

"Here's  an  all-brass  bed,  it  has  two-inch  posts,  heavy  filling  rods  and 
mounts;  it  is  finished  in  genuine  gold  lacquer.  The  price  is  $22.  Look 
at  it  for  yourself.  Don't  you  think  it  is  a  beauty?" 

That  is  really  what  this  advertisement  says,  although  it  is  done  in  a  more  conservative 
manner.  "Besides  this  we  have  an  assortment  of  metal  beds  unequaled  in  variety, 


A  PRETTY  SIDEBOARD* 


t.  H.  THOMPSON.     124-1  S.  Ninth  Street 


quality  and  real  value."     That  is  a  pretty  strong  statement  to  make  but  readers  of  adver- 
tisements take  such  announcements  at  their  real  value. 

The  writer  of  this  advertisement  should  have  quit  there  or  he  should  have  made  the 
balance  of  the  announcement,  concerning  rugs,  form  another  paragraph. 

P.  H.  Thompson,  Lebanon,  Pa.,  advertises  sideboards  in  I  IK-  old  time-honored  manner. 
This  is  altogether  too  wordy  and  after  all  there  is  rather  little  said:     "A  pretty  sideboard 
makes  a  dining  room  attractive.     We  are  offering  special  inducements  this  week  in  side- 
boards.    $35  sideboards,  $15."     That  is  what 
it   means   but   it   says   so   in   a   very    long, 
roundabout   way.    Advertisements    must    be 
interestingly    and    entertainingly    written    or 
they  get  few  readers. 

The  advertisement  of  The  Frank  Pryor 
Furniture  &  Carpet  House,  Pueblo,  Colo.,  is 
a  much  better  advertisement  than  any  of  those 
previously  mentioned.  The  introduction  is 
good,  at  least  the  last  part  of  it  is.  The  usual 
statement,  "Our  line  is  the  most  complete  and 
beautiful  in  the  city,"  should  be  cut  out.  Such 
statements  have  no  place  in  up-to-date  ad- 
vertisements. If  the  furniture  dealer  should 
make  an  affidavit  to  that  effect  there  would 
be  more  than  half  of  the  furniture  buyers  who 

would  pay  no  attention  to  it  at  all  but  say,  "I  guess  I'll  look  around   anyway,  So 
and  So  are  advertising  some  very  cheap  lines,  etc." 

"$7.00  Cabinets $4.50" 

This  line  is  incomplete.  It  does  not  state  what  the  cabinets  are  like.  It  is  an  induce- 
ment for  the  reader  who  is  looking  for  a  music  cabinet  to  take  the  time  to  call  and  see 
them.  But  how  about  the  thousands  of  women  who  are  not  just  now  looking  for  music 
cabinets  but  who  have  promised  themselves  one  many  times  over?  Perhaps  a  price  re- 
duction like  this  would  make  a  few  of  them  long  for  a  music  cabinet  again.  If  a  short  and 
explicit  description  of  the  cabinet  was  given  together  with  information  regarding  size, 


As  la  other  lines- 10  in  Music  Cabinets 
— onr  line  Is  the  most  compute  and  beauti- 
ful in  the  city.  We  are  going  to  more 
some  of  them  this  week  to  make  rood  for 
the  spring  goods.  Here  are  a  few  induce- 
ments to  make  them  fo. 

$7.00  Cabinets ..$4.50 

$8.00  Cabinets --  S6.CO 

$12.50  Cabinet* ..    1 $8.2!". 

116-00  Cabinets  '. S11.50 


FRANK  PRYOR  FURNITURE  & 

CARPET    HOUSE  fi 


Second  S.s. 


FURNITURE 


317 


f 


K2  30  veathern*  o«V  ehm.  eloatti .  $~16.SO 

ttfJO  c*Men.n.k  china  cloacta $32.50 

•3008  quartered  foUeo  o«k  china  rl.iMta., $23.25 

WOOD   vr>lh,Tnl   oaV    china   rloaclt $23.50 

»jj W  pvlnVn  quartered  o»h  combination  china  closet 

•  ci.l  buffet .  . . '. $30.75 

Largest  Line  of  Best  Styles 
to  Select  From 


stylo,  materials,  finish,  etc.,  it  is  mono  than  likely  that 
many  who  \\ere  not  then  ready  to  buy  would  make 
an  extra  effort  to  attend  the  sale  and  make  a  pur- 
.•hase. 

liobbins.  Pratt  &  Robbins.  Spokane,  \Ya>h..  go  a 
little  further  than  the  IVyor  Furniture  &  Carpet 
Company  in  their  advertisement  of  china  closets. 
They  tell  what  kind  of  china  closets  are  being  of- 
fered at  the  reduced  prices.  Fveii  this  description 
is  rather  meaner.  There  are  lots  of  things  that  can 
be  told  of  china  closets  that  prospective  purchasers 
would  like  to  know.  The  id<  a  of  advertising  one  line 
of  floods  ft!  a  time  as  exemplified  in  these  advertise- 
ments is  correct.  It  is  the  only  way  to  make  good, 
(leneral  advertisements  usually  lack  the  essentials 
of  >ale.sinan-lii|>  that  every  advertist  ment  should 
have. 

One  of  the  leading  features  of  modern  furniture 
dealers'  advertising  is  the  "leader."  This  may  be 
some  cheap  article  or  it  maybe  a  really  meritorious 
article  offered  at  a  specially  low  price.  The  favor- 
ite leader  with  'some  of  the  credit  home-furnishers  is  an  article  of  kitchen  ware  that  is 
offered  at  a  fraction  of  the  ordinary  cost.  A  large  number  of  these  are  offered  for  a 
certain  day,  or  a  certain  hour  in  a  certain  day.  This  usually  brings  a  crowd  and  among 
this  croud  there  are  many  who  are  induced  to  look  around.  Often  immediate  sales  are 
made  and  very  often  new  customers  are  made  acquainted  with  the  store  and  are  in- 
duced to  return  and  make  purchases  at  some  future  time. 

L.  Schoenfeld  &,  Sons.  Seattle,  \\a-0i.,  advertise  a  jardinier  stand  as  a  leader  for 
Friday.  One  thousand  of  these  ten-im  h  top,  solid  oak  jardinier  stands  will  be  carried 
throughout  the  city,  for  none  are  delivered,  no  mail  order  or  C.O.D.  orders  taken.  These 
little  bargains  make  talk  about  the  store  offering  them  as  well  as  induce  a  large  number 
of  persons  to  enter  the  store  perhaps  for  the  first  time. 

The  furniture  dealer  should  hold  frequent  special 
sales.  These  may  be  annual,  semi-annual  or  occasional, 
as  the  case  may  be.  He,  like  all  other  merchants,  is  not 
an  infallible  judge  of  the  public's  fancy  and  makes  un- 
wise purchases.  These  goods  must  be  sold  and  it  is  usu- 
ally easier  to  sell  this  class  of  goods  when  there  is  a 
"hurrah!  boys,  get  them  sold"  feeling  in  the  store.  The 
price  must  be  cut  in  any  case  and  it  is  well  to  let  the  pub- 
lic know  that  prices  are  being  cut. 

The  Williams  &,  McAnulty  Stores  make  an  announce- 
ment of  the  starting  of  a  sale  of  furniture.  This  adver- 
tisement is  merely  a  preliminary  announcement  and  it  is 
therefore  right  to  have  it  appear  without  prices.  These 
should  appear  later  in  larger  and  even  more  glowing 
advertisements.  The  illustration  in  this  advertisement 
is  a  good  one  and  shows  up  a  dining  room  well. 

May  &  Co.,  Columbus,  Ohio,  advertise  iron  beds  and 
extension  tables  in  an  attractive  manner.  This  is  the 
proper  method  to  pursue  in  advertising  furniture.  Each 
item  is  taken  up  separately,  even  if  there  should  be  a 
dozen  that  are  being  advertised  at  one  time.  In  this 
case  there  are  but  two  and  any  one  interested  in  either 


I  »hon   but  Importn 


Friday  special 


Standard  Furniture  Co.   - 

L.  Schoenfeld  &  Sons 

^      of  these  articles  would  be  sure  to  read  the  May  &  Co. 


1006  to  1016  first  avenue 


JOHNAXOLBY 

®,  SONS  Vwsau  w®9^ 

MS   to  1**  W*buh  Avw_  now  Monrea 

Last  Week 
Half- Yearly  Sale 

"Yes,"  Mid  i  customer  who  hadn't  learned  the  store.  "I  im. 
safe  we'll  sec  lovely  furniture.  I  have  heard  of  Colby  furniture. 
But  it  u  costly." 

Not  a  bit  of  it  We  bring  to  Chicago  the  most  beautiful  things 
»e  can  find  in  the  whole' world,  but  our  own  designers  digest  these 


style  hinu  and  then 
inexpensive 

1866 

The  shrewdest 
shopper  in  the  fam- 
ily used  to  be  dele 
g »tcd  to  do  the  shop- 
ping— now  a  child 
can  safely  do  it 


.and 


1906 


Buy  of  the  Maker 


Ovr  Third  February  Sale 

...  Of  High-Class  . . . 

Home  Furniture 

Starts  Thursday  Morning. 

It  will  be  the  Greatest  Value-Giving  Furniture  Sale  that  this  valley  has  ever  known.  Every 
article  is  of  First  Quality  and  you  have  plenty  of  time  and  opportunity  to  carefully  examine  be- 
fore buying — an  opportunity  rarely  afforded  at  some  sales.  Every  article  guaranteed  and  th«' 
opportunity  of  changing  any  purchase  cheerfully  given  if  you  desire. 

Wait  for  the  Reliable  Sale  of  Reliable  Furniture 

The  Williams  &  McAnulty  Stores 

129  Wyoming  Avenue. 


Spring  Showing 

Dining   Room,   Library   and   Bed 
Room   Furniture. 

The  extensive  facilities  which  we  offer  our  pa- 
trons for  grouping  furniture,  and  being  able  to  secure 
the  correct  impressions  as  to  how  furniture  will  look 
when  at  home,  before  purchasing,  is  a  feature  at  Flint's. 
The  almost  unlimited  variety,  designs,  finishes 
•  this  Spring  enable  the  most  scrutinous  connoisseur  to 
be  easily  satisfied.  Our  construction  is  limited  to 
"Flint  Quality." 

.Special  designs  prepaied  upon  request. 


C     P-INT    CO 


GAS  AND  ELECTRICITY  319 

advertisement  The  advertisement  is  complete  in  all  its  details  and  is  very  attractively 
displayed. 

Tin-  ( 'alifornia  Furniture  Co.,  Los  Angeles,  Cal.,  take  advantage  of  the  fact  that  many 
people  buy  furniture  as  Christinas  gifts.  The  border  of  holly  is  so  much  reduced  that 
it  does  not  show  up  cjuite  as  well  as  it  did  in  the  oiiginal.  There  is  one  thing  about  this 
aniiouneeineiil  that  was  forgotten  and  that  was  prices.  There  are  a  great  many  words 
there  that  might  have  been  omitted  leaving  space  enough  for  at  least  one  particular  offer- 
ing at  a  price  that  would  be  likely  to  attract  holiday  shoppers.  The  space  taken  up  by 
this  holly  wreath  might  be  considered  by  some  as  wasted,  but  it  is  not.  If  all  advertisers 
should  show  the  same  amount  of  originality  of  display  as  is  shown  in  this  advertisement 
there  would  be  more  attractive  advertising  in  all  our  newspapers. 

John  A.  Colby  &  Sous,  Chicago,  111.,  handle  high  grade  furniture.  This  firm  has 
earnetka  reputation  <>f  being  high-priced  which  they  are  trying  to  get  rid  of  in  this  adver- 
tisement. The  .statements  made  there  are  rather  on  the  short  order  and  might  have 
proved  better  had  thev  been  longer  and  more  explanatory.  As  a  whole  it  is  an  excellently 
displayed  advertisement  and  worthy  of  any  furniture  house  selling  high  grade  goods. 

From  New  York  we  select  an  advertisement  of  (ieo.  C.  Flint  Co.  This  is  an  adver- 
tisement of  "quality."  Its  value  to  this  firm  may  be  assured  but  it  would  prove  valueless 
if  used  by  many  of  the  smaller  firms  in  the  smaller  cities.  And  yet  there  is  more  of  this 
style  of  advertising  being  done  by  small  firms  than  by  the  larger  ones.  On  the  whole  it  is 
too  general  in  tone.  What  people  look  for  now  is  a  direct  business  proposition.  "I  will 
sell  you  so  and  so  for  so  i  UK  h."  That  should  be  the  story  of  the  retailer's  advertisement 
whether  he  sells  furniture,  shoes  or  groceries. 


CHAPTER   XLVIII 

GAS  AND  ELECTRICITY 

FOR  a  good   many  years  the  advertising  of  gas  and  electric  light  companies  was 
done  almost  entirely  by  personal  solicitation.     Once  in  so  often  the  local  man- 
ager would  stir  himself  about  and  make  a  few  personal  visits,  recommend  the 
use  of  gas  or  electricity  for  lighting,  take  a  few  orders,  draw  his  head  into  his  shell  and 
there  keep  it  for  months  or  years. 

If  any  new  business  came  their  way  it  was  because  it  could  go  no  other  way.  New 
buildings  had  to  be  lighted  and  they  sought  out  the  gas  or  electric  light  companies  accord- 
ing to  their  preferences. 

A  little  rivalry  sprung  up  when  the  incandescent  light  was  introduced,  but  it  did  not 
produce  much  advertising.     That  came  later  with  the  introduction  of  the  new  gas  lamp. 
The  use  of  the  mantle  in  a  gas  lamp  brought  forth  the  present  era  of  advertising  among 
gas  and  electric  light  companies.     Even  then  it  was  not 
the  light  companies  who  saw  the  possibilities  of  pub- 
licity,   but    the     lamp     manufacturers.     They    really 
started  the  ball  rolling   and   it   has  been  rolling  ever 
since  and  like  the  snowball  has  been  growing  larger  the 
longer  it  is  rolled.  fire  in  y°ur  kitch 


The  first  advertising  done  by  the  gas  and  electric        y°»' 


light  companies  was  of  a  more  or  less  general  character. 
The  advertisements  consisted  of  mere  business  cards  left, 
standing  sometimes  for  months  at  a  time. 

When    the    gas    companies    began    to    handle   gas 

„     ,  1          ,  •    •  1  f  IW-'M  MA™  STREET. 

lamps,  gas  fixtures,  gas  stoves,  etc.,  advertising  became 


YOU  DON'T 
BUY  ICE  IN 
WINTER 


Why    keep   a 
r  kitchen  coal 
during  hours  when 


Besides    being    extra* 

gant  it  heats  the  house  unnecessarily.  Vulcan 
Gas  Ranees  are  used  only  when  needed.  That's 
why  they  are  economical  and  otherwise  desirable 


BUFFALO  GAS  COMPANY 


320 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Be  Up=to=Date 
And  Get  a 

GAS    RANGE. 


Be  Wise  and  GET  IT  NOW  while 
Connections  are  Free. 

If  you  don't  know  that  Gas 
is    cheaper,     FIND     OUT. 

If  You  Do  Know,  Then  Why  Wait? 


Call  at  the  office  and  see  a 
Gas  Range  operated. 


SEE  THE 


CO. 


an  absolute  necessity,  because  they  were  then 
competing  with  hardware  merchants,  depart- 
ment stores,  supply  houses  and  others  who 
were  advertising.  Competition  compelled  the 
old  light  companies  to  come  forth  and  adver- 
tise. Advertising  has  helped  to  build  many  of 
these  properties  into  immense  corporations. 

Some  of  the  advertising  done  by  these  com- 
panies to-day  is  on  a  par  with  much  of  the  ad- 
vertising done  by  the  country  retailer  a  f<  \v 
years  ago.  Take  the  advertisement  of  the  Buf- 
falo Gas  Company.  The  cut  is  one  of  those 
old  fashioned  syndicate  affairs  which  have 
been  out  of  date  for  years.  The  headline  is 
rather  startling  but  misleading.  It  might  even 
give  the  reader  who  is  skimming  over  the  pages 
an  impression  that  the  brave  soldier  is  guarding 
an  ice  chest  instead  of  a  stove. 

"Be  up-to-date  and  get  a  gas  range." 
Thus  starts  the  advertisement  of  The  Bay  City 
Gas  Co.,  Bay  City,  Mich.  Then  the  reader 
runs  into  a  graveyard.  Just  a  little  private 
graveyard  used  by  the  gas  company  for  its 
own  private  ends.  Upon  the  stone  so  prominently  shown  is  a  representation  of  an  old 
style  wood  stove.  The  inscription  reads,  "To  the  memory  of  the  old-fashioned  stove." 
If  the  subject  wasn't  sacred  to 
some,  gruesome  to  others,  this 
might  be  mistaken  for  humor. 
The  balance  of  the  advertise- 
ment is  about  as  bad.  "If 
you  don't  know  that  gas  is 
cheaper,  find  out." 

The  Springfield  Gas  Light 
Co.,  Springfield,  111.,  have  here 
an  attractive  advertisement 
and  an  attractive  proposition. 
It  is  altogether  too  bad  that 
they  did  not  give  more  par- 
ticulars. Most  persons  want 
to  get  all  the  information 
they  can  about  a  proposition 
before  investing  their  money. 

The  advertisement  of  the 
Spokane  Gas  Co.  is  better  in 
every  way,  but  it  has  an  unin- 
viting appearance.  It  looks 
very  much  like  the  trade  jour- 
nal advertisements  of  a  decade 
or  two  ago.  An  all-type  ad- 
vertisement might  have  been 
used  to  better  advantage. 

The   Humphrey  Gas   Arc 
advertisement  of  the  Spokane 
Falls  Gas  Light  Co.,  is  one  of  modern  excellence.     The  lamp  is  illustrated.     A  shaded 
oval  holds  the  advertisement  together.     The  advertisement  covers  only  one  point  but 


(Free  of  Charge) 


Prompt  Service 

Tel.  305 


GAS  AND  ELECTRICITY 


321 


GOOD  GAS  ADVERTISING 

that  is  an  all -important  one  in  lamps — amount  of  light  it  will  give.  The  Humphrey 
people  have  done  a  lot  of  excellent  advertising  and  there  are  few  towns  or  cities  that  they 
have  entered  with  their  advertising  that  are  not  paying  large  tribute  to  them  in  the  way 
of  profits. 

The  very  best  gas  advertising  that  has  ever  come  under  our  notice  is  that  done  by 
The  Public  Service  Corporation  of  New  Jersey,  Newark,  N.  J.  These  are  not  only 
attractive  and  clever  but  they  are  sensible,  pointed  and  educational. 


322 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Gas  is  not  a  commodity  that  anyone  will  buy.  There  are  certain  conditions  that 
must  be  met  before  they  can  have  any  use  for  gas.  Tin-  house  must  be  piped  before  it 
can  be  used  as  light  or  fuel.  Thousands  of  houses  are  piped  for  gas  where  the  occupants 
only  use  it  for  lighting  purposes.  These  are  the  ones  that  I  lie  gas  company  can  find  it 
profitable  to  advertise  to.  These  are  the  ones  that  are  to  be  induced  to  buy  a  gas  sto vi- 
and reap  the  benefits.  Special  lamps,  such  as  the  reading  lamp,  comes  in  for  a  consider- 
able amount  of  publicity.  The  gas  water-heater  has  of  late  been  strongly  advertised. 


CHAPTER   XLIX 

HARDWARE,  PAINTS,  ETC. 

OF  ALL  lines  of  retail  trade  there  is  perhaps  less  advertising  done  by  the  hardware 
merchant,  in  comparison  with  the  amount  of  business  he  does,  than  by  any 
other.  This  is  not  because  it  is  a  hard  business  to  advertise.  There  can  be 
none  more  easily  advertised,  for  the  variety  of  stocks  carried  makes  the  hardware 
store's  merchandise  interesting  to  all  classes. 

The  stocks  usually  carried  consist  of  hardware,  such  as  nails,  screws,  hooks  and  eyes, 
locks,  bolts,  hinges,  and  a  hundred  other  small  articles  used  in  most  homes.  Then  1  hen- 
is  always  a  large  assortment  of  tools  used  in  almost  all  trades  and  by  all  mechanics.  Cut- 
lery and  plated  silverware  form  a  goodly  department  as  do  kitchen  utensils  in  iron,  tin, 
graniteware,  wood,  etc.  Stoves  and  their  usual  accessories,  the  smaller  farm  implements, 
lawn  mowers,  etc.,  and  sporting  goods  and  recreation  wares,  such  as  hammocks,  form 
no  mean  proportion  of  his  stock. 

Besides  this  he  keeps  all  classes  of  hardware  and  tools  used  by  carpenters  and  builders 
and  paints  and  brushes  used  by  painters.  His  store  is  the  center  of  attraction  for  these 
two  trades  as  well  as  that  of  the  farmer,  the  householder,  the  housewife  and  the  boy  whose 
amateur  building  operations  not  only  require  tools  but  material  as  well. 

With  all  these  classes  of  goods  there  is  no  reason  why  the  hardware  merchant  should 
not  do  more  and  better  advertising  than  many  other  merchants  who  use  space  regularly. 


HAKinVARK,   PAINTS,  ETC. 


323 


There  are  at  least  three  |»hases  of  advertising  the  hardware  merchant  can  use  suc- 
crs>,'ully.  lit-  can  advertise  to  builders  and  painters,  for  they  use  his  products  in 
wholesale  quantities.  He  can  advertise  to  the  housewife  because  he  handles  so  many 
liin-^  of  goods  that  are  essential  to  her  comfort  in  the  home.  He  can  advertise  to  the 
men  because  he  handles  all  kinds  of  sporting  goods  from  an  air  gun  for  the  boy  to  a 
repeating  rifle  for  the  sportiest  man.  He  carries  hammocks  for  the  home  and  fishing 
tackle  for  the  river  side.  Why,  then,  do  not  hardware  merchants  do  more  advertising? 

One  class  of  advertising  that  is  done  to  a  greater  or  less  extent  is  represented  in  the 
advertisement  of  Johnston's  Hardware  Store,  clipped  from  a  country  paper: 

HEADQUARTERS 

FOR 

Nails,  screws,  locks,  bolts,  etc. 

Screen  doors,  window  screens,  etc. 
Paints,  varnishes,  stains,  etc. 

Cow  bells,  cow  chains,  ropes,  etc. 
Builders'  tools,  paints  and  brushes, 

Graniteware,  tinware,  iron  and  wooden  ware, 
Stoves,  pipes,  zincs,  kitchen  utensils, 

Cutlery,  penknives,  scissors,  etc. 

In  fact  everything  that  a  good  hardware  store  should  carry  will  be  found 
at  lowest  prices  at 

JOHNSTON'S     HARDWARE     STORE 

While  such  an  advertisement  may  be  better  than  none  it  is  merely  a  catalogue  or  list 
of  goods.  As  such  it  may  attract  the  attention  of  someone  who  requires  one  of  the  articles 
mentioned  and  tell  where  it  may  be  found.  But  there  is  no  other  information  given 
whatever. 

The  advertisement  of  Geo.  M.  Harris,  Buffalo,  N.  Y.,  is  worthy  of  some  four  by  nine 
country  store,  yet  we  find  this  firm  occupies  two  stores  in  a  large  city.  The  advertisement 
is  usually  a  pretty  good  representation  of  what  the  store  will  be,  but  in  this  case  it  cannot 
be  so.  The  idea  of  advertising  lawn  mowers  separately  is  a  good  one.  The  text  of  this 
little  advertisement  is  good  except  that  it  should  have 
read  "higher  grade  mowers  if  you  prefer  them,"  in- 
stead of  "high  grade."  This  was  an  admission  that 
the  $2.50  article  was  not  high  grade,  in  spite  of  the  fact 

that  it  was  offered  as  a  fine  mower. 

But  the  cut!     Who  ever  would  think 

of  buying  knives,  razors  or  scissors  for 

the  purpose  of  cutting  the  grass?     In 

this  selection  of  an  illustration  we  find 

a  phase  of  advertising  that  is  only  too 

common.     The   advertiser   evidently 

believes  in  the  use  of  cuts.     He  wants 

to  use  one.     If  he  has  not  got  one  of 

lawn  mowers  he  uses  one  of  razors. 

It  is  not  only  ridiculous  but  it  is  bad 
advertising.  A  man  may  require  a  razor  and  be  attracted  by  the  cut  of  the  razor  to  the 
advertisement  only  to  read  about  lawn  mowers.  This  is  likely  to  give  him  a  poor  opinion 
of  the  store  that  advertises  so  carelessly. 

In  the  same  manner  a  man  attracted  by  the  prominent  words  of  the  headline,  "Lawn 
Mower,  $2.50,"  upon  seeing  the  cut  may  think  the  printer  made  a  mistake  or  that  the 
hardware  merchant  is  playing  some  kind  of  a  practical  joke.  The  cut  and  text  should  be 
consistent,  or  one,  or  the  other  should  be  omitted. 


Bass 

fishermen 


Shannon 

MAADWARl  1 


T£>  Only  Genuine 

Cold  Blast  lanterns 

Because  • lantern  is  marked  "Cold 
Blast."  it  is  not  the  Genuine  unless' 
marked  Ham's  CjOld  Blast.  The  C. 
T.  Ham  Mfg.  Co.  are  the  priginatora 
of  the  famous  cold  blast  principle— 
the  others  are  cold  blast  in  name 
only.  To  get  the  Genuine  Cold  Blast 
Lantern  and  be  sure  of  it  come  to 
Avery's.  The  price  ia  no  higher  than 
the  other  sort,  when  you  consider* 
the  service  and  light  obtained  from 
Ham  lanterns.  Price  $1.00. 

A.  H.  AVERY,  SON  @,  CO., 

Wholesale  and  Retail  Dealers. 
SEVEN    SOUTH  MAIN   STREET. 


324 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


A.  H.  Avery,  Son  &  Co.,  Gloversville,  N.  Y.,  uses  a  very  good  advertisement.  This 
is  reduced  from  five  inches  double  column  and  advertises  but  one  thing— lanterns.  This 
advertisement  will  sell  lanterns  because  every  man  interested  must  read  such  an  advertise- 
ment. It  is  also  calculated  to  create  a  demand  for  lanterns.  This  is  the  kind  of  adver- 
tising that  should  be  done  by  hardware  merchants.  They  should  take  the  most  season- 
able article  they  have  and  advertise  it  separately,  singly  and  alone.  The  direct  sales  from 
such  advertisements  are  large  and  lead  to  sales  of  other  articles  carried  by  the  dealer 
as  well. 

Shannon,  Philadelphia,  Pa.,  advertises  sporting  goods  in  the  right  way.  He  does  not 
try  to  tell  all  about  everything  he  carries  from  a  baseball  to  a  shotgun,  but  takes  one  thing 
at  a  time.  He  now  advertises  to  bass  fishermen.  At  another  time  he  will  advertise  to 
baseball  cranks,  to  physical  culture  enthusiasts,  to  hunters,  etc.  The  illustration  is  good 
and  will  attract  the  keen  eye  of  the  sportsman  if  the  headline  does  not. 


How  do  YOU  spell 
it?  With  a  C  or  a  K? 
Calsomine  or  Kalsomine  ? 
Better  look'  in  the  book 
and  see.  Makes  no  dif- 
ference to  us.  We'll  sell 
you  either  one.  What  we 
sell  you  will  be  right. 
Don't  forget  h  o  w  to 
SPELL  Kalsomine.  Don't 
forget  we  SELL  Calso- 
mine 

The  Lawrence  Paint  Co. 

US  Court  St., 

Blatfuatra,  K.  T. 


Stein  on  That 
Ceiling? 

Roof  Lekked? 

Water  Soaked 

Through? 

•tint  CXUomlne  don't  »o< 
Well.  th«n  call  on  at  elf 
»»«y.  We  won't  ««y  th 


colling. 


The  Lawrence  Paint  Co. 

US  Conrt  St.. 
BlnChuUU.  N.  T. 


IT  WIU  SURPRISE  YOU 

to  we  hi*  floe  i 

Lawn  Jfciwer 

we  offer  jroi  for 

$2.50 

Also  Hilt  Gride  Mowers 
Ifyoi  prefer  them. 

CEO.  H.  HARRIS, 
HARDWARE 


Mrn's  belts. 

1360  of  grain   leather 
black  and  tan. 

Regular  75c.  belli. 
80  cents. 

Men's  handkerchiefs. 

7000  of  the  identical  Irish 
linen  used  in  our  regular  25c. 
handkerchiefs— but  import- 
in);  in  the  piece  and  hemming 
here  saves  duty. 

2  for  25  cents. 

Rociftt,  PIIT*&  CoMr*»r. 

Tkm  Ero«d«»y  Sure* 
0|  142  1260 


Boys'  underwear. 

2000  pieces  of  fine  cotton 
gauze— regular  60c.  quality. 

Shirts — half  sleeves  and 
athletic. 

Drawers — ankle  length, 
knee  length,  pantalets. 

35c.;  3  garments  for  $1. 

Everything  else  men'  and 
boys  wear. 

OGIRI,  PUT  &  COMPAHT. 

Tfercc  B-°*d«»7  Stem. 


yft  WuioSL  U4X  JMSLGtjH.U.    U>io«  S^iu*.  Cicclt;  S«<ura 

Paints  and  brushes  form  no  small  part  of  the  hardware  merchant's  business.  Ready 
mixed  paints  are  used  in  surprisingly  large  quantities,  though  usually  purchased  in  very 
small  tins.  Many  of  the  manufacturers  of  these  ready  mixed  paints  advertise  to  the 
consumer  for  the  benefit  of  the  dealer  or  furnish  electrotypes  for  use  by  the  retailer. 
There  is  just  one  thing  that  might  make  an  improvement  in  these  advertisements  and 
that  is  price.  The  prices  of  most  colors  are  the  same  and  if  the  price  for  different  size 
tins  were  given  the  advertisement  would  be  very  much  stronger. 

The  Lawrence  Paint  Co.,  Binghamton,  N.  Y.,  use  Sherwin-Williams  cuts  very  attrac- 
tively to  advertise  calsomine.  The  first  advertisement  is  inclined  to  be  funny  and  is  least 
likely  to  prove  of  any  advertising  value.  The  second  is  a  good  one  and  timely  in  a  great 
many  cases. 


HABERDASHERY 


325 


CHAPTER   L 


HABERDASHERY 

THE   haberdasher   who   advertises   usually   advertises   well.     Unfortunately   there 
are  thousands  of  haberdashers  who  never  use  newspaper  space.     Many  of  these 
depend  upon  their  windows  for  publicity.     The  window  is  good  but  there  is  no 
reason  why  the  haberdasher  should  not  supplement  his  windows  by  using  newspaper 
space.     In  the  large  cities  where  space  is  expensive  there  is  some  excuse  for  this  state  of 
affairs,  yet  in  spite  of  the  expense,  the  haberdasher  who  advertises  in  the  newspapers 
prospers  exceeding  well. 

It  is  not  necessary  to  use  large  spaces  for  small  spaces  will  bring  good  results.  Small 
spaces  can  be  utilized  for  impressing  upon  the  reading  public  the  quality  and  price  of 
some  one  particular  article.  This  idea  can  be  carried  out  the  year  around  with  very  sat- 
isfactory results. 

The  ease  with  which  an  article  of  haberdashery  can  be  illustrated  makes  it  easier  to 
advertise  effectively  in  small  spaces.  Rogers,  Peet  &  Co.,  of  New  York  City,  are  always 
pointed  out  as  good  advertisers  using  small 
spaces.  Their  advertisements  usually  occupy 
from  four  to  six  inches  single  column,  although 
this  is  varied  by  the  use  of  double  space  on 
occasions.  When  this  is  done  the  single  column 
idea  is  carried  out  as  shown  in  the  advertise- 
ment reproduced. 

This  advertising  has  been  successful,  not 
because  of  its  peculiar  style,  not  because  of  the 
semi-humorous  illustrations,  not  because  of  the 
short,    scrappy 
sentences,    but 
in   spite    of 
these.     The 
illustration    no 
doubt    attracts 
attention  to  the 
advertisement  ; 
a    good    head- 
line     would 
probably  do  the 
same.      The 


To-Measore  Shirts  for  Men 


w°e  are  bent  on  making  shirts  to  the 
measure  of  men  who  are  exacting. 
Upon  that  basis  we  have  organized 
our  shirt  business.  Two  of  the  clever- 
est designers  of  whom  we  know  are 
with  us:  to  are  shirt  tailors  who  have  the  capacity 
for  work  of  the  very  highest  character.  For  the 
perfect  fit  of  the  shirts  we  pledge  ourselves. 

Our  fabrics  are  oil  imported— Scotch  Madras  and 
Cheviot  in  various  weaves.  French  Percale  and 
English  Flannels  in  white  and  a  complete  series  of 
the  new  spring  shades  and  colors. 

Pl«ill   Bo*om   Neglige*  Shirtt.... ....          ...   J5.CO 

Stiff  Bosom  Sh.ns        ....  .  340 

Brtltg"  Shin,  MkMSVhtn 4.25 


N«w    Ntglifw    S 
collar  and  Princli 
Plat.ed  Bosom, 
Of  EfSl.jll  Flannel,  thm 


ch«d 


Bm«4«f«.  )}<!  !0  34|||'  Siren. 


Thife  Initial  American  Presentation 

(with  apologies  to  our  Foreign  Relations) 

Velvet  Scarfs  for  Men 
75C- 

It  is  only  once  iri  a  great  while  that  something  really  new 
is  done.  Velvet  Scarfs  are  something  absolutely  and 
radically  new. 

Rich,  lustrous  velvet  scarfs  in  the  prevailing  style  four-in- 
hand.  Sixteen  different  shades  in  colorings  that  only  the 
soft  pile,  arid  exquisite  texture  of  velvet  cafl  bring  out 

WM.  VOGEL  &  SON 

Broadway  Houston  Street 


style  of  the  ad- 
vertisement has 
become  in  a 

manner  a  trade  mark  for  the  store's  advertising.  As  such  it  has  its  greatest  value.  Per- 
sons acquainted  with  the  style  of  the  advertisement  recognize  it  without  difficulty  and  if 
Rogers,  Peet  &  Co.  should  insert  one  of  these  advertisements  in  the  New  York  papers 
without  their  name  attached  thousands  of  readers  familiar  with  this  store's  particular 
style  of  advertising,  would  hardly  notice  the  omission. 

Saks  &  Co.,  New  York,  also  use  a  style  of  advertisement  peculiar  to  themselves. 
This  style  they  have  adopted  and  follow  in  both  large  and  small  advertisements.  It  is 
altogether  different  in  style  from  the  Rogers,  Peet  &  Co.  advertisements  and  in  many 
cases  is  a  decided  improvement  upon  them.  They  use  the  trade-mark  appearing  in  the 
upper  left-hand  corner  of  the  advertisement  shown  here  very  freely. 


326 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Wm.  Vogel  &  Son,  also  New  York  City,  always  use  a  style  that  is  distinctive.  This 
style  is  not  as  closely  adhered  to  as  is  that'of  Rogers,  Feet  &  Co.  This  advertisement 
shows  how  quickly  the  larger  haberdashers  take  hold  of  anything  new  and  push  it.  Velvet 
scarfs  for  men  are  merely  a  fad  but  when  sold  by  a  firm  having  the  reputation  of  this 
one  they  are  made  one  of  the  new  styles  that  are  "proper  to  wear."  If  this  firm  sanctions 
and  recommends  an  article,  there  are  enough  of  their  customers  who  will  purchase  them 
to  make  them  "the  vogue." 

The  Hub,  Chicago,  111.,  in  their  advertisement  do  not  state  any  reason  why  these  $1 .00, 
$1.25  and  $1.50  shirts  are  to  be  sold  at  sixty-nine  cents.  In  place  of  that  they  say,  "but 
we  propose  to  clear  them  away  at  sixty-nine  cents."  There  is  a  note  of  desperation  here, 
as  if  they  did  not  want  to  do  it  but  were  forced  to  by  circumstances  not  stated.  Here  the 
description  of  the  shirts  is  perhaps  a  little  too  elaborate.  Most  men  will  not  know  what 
"bi-metallic  laundered"  means.  "High-class  town-made"  is  a  high  sounding  phrase. 
This  might  have  attracted  attention,  however.  The  display  of  this  advertisement  is  good. 
The  name-plate  appearing  at  the  top  of  an  advertisement  dwarfs  the  headline.  This 
style  of  make-up  does  not  detract  from  a  large  advertisement,  but  it  certainly  does  from 

a  single  column  advertisement. 

The  G.  D.  Scott  Co.,  Ltd.,  Nanani- 

mo,  B.   C.,  Canada,  advertisement    is 

attractively    displayed.     The    headline 

tells  the  story  of  the  articles  advertised 


THEiHpl 

HENiiY  C.  LYTTONPrc 

GREAT  SALE  OF 

Men  s  Laundered 

White  Shirts 

at  69c 

SjlEGINNING    to^y 

^    tity  of    Mo,r.    lijK- 

clasj  towa-msde  2nd 

li-netallic  IWer.d  «  X,» 

Style*  arc  i>pcn-iront.  open 
t-cl.  opn  front  and  lael 
and  tlic  popular  coat  de-i;n« 
ui  plaited  and  plain  tovomi 
Tliif*  chut*  D»TC  »olj  reg- 
ularly at  $1.00.  $1.25  and 

si.so.  ku«  ~. 


Tic  te.t  of  men  c  S3  SO 
a»d  $4.00  U*  calf.  ycloir 
c.lf  and  patent  kid  .hoc. 

I?*?...?!'  $2.45 


Special  Sale  of 
Men's  Fine  Furnishings 

Wty  Below  H'geUr  Prices    anil  Cood 

IT   IS  ASTONISHING  .-nk  what  aUcntr  and 
- 


New  Ascot  and  Other  Ties 


Maion"  or  "Da>il 


U  J  N»-  Y«k  >l  id 
Taa,  CM-a.   H    i  II 


TVi     «>'•     <m    IX>    . 


Wlc»  C-a-  cc 


TV.    i  n  1*11-11      ,Vt 


Cr*m>x  ate  S.«lc  Uavtef 


<»—  <— I.  -J  >r»  *ti     f>\i 

L.  i™  a..  >IW  WW 


a-. 


z>.  Scott  Co., 

CASH    CLOTHOJLS  -  _ 


J 


1  >c  wkolT  afcop  Ice 


jinith  Gray  &  Co7 


and  the  name  of  the  firm  tells  where  they  can  be  purchased.  These  are  the  only  heavy 
display  lines  in  the  advertisement  and  they  are  not  very  heavy.  By  the  use  of  rule  bor- 
ders they  are  made  to  stand  out  prominently  and  yet  occupy  very  little  space.  The 
illustration  is  one  of  those  good  stock  cuts  furnished  haberdashers  at  a  small  cost  by 
engraving  concerns  specializing  in  that  kind  of  illustration. 

The  introduction  is  newsy.  It  is  just  as  if  the  clerk  behind  the  counter  was  addressing 
you  and  saying,  "Here's  the  latest  things  just  arrived  from  the  East.  You've  been  wait- 
ing some  time  now  for  something  new.  Just  step  up;  here's  your  chance,  etc." 

Smith,  Gray  &  Co.,  New  York,  throw  bouquets  at  their  own  advertising.  It  is  good 
and  deserves  all  they  say  about  it.  Straightforward  facts  as  interestingly  told  as  here 
must  draw  custom  to  a  store.  Not  only  are  the  items  interestingly  described  but  they  are 
under-priced  also.  This  is  a  combination  that  always  attracts.  Smith,  Gray  &  Co. 
have  here  a  good  advertisement,  barring  the  flowers.  Modesty  should  have  dictated  some 
other  reason  for  the  store's  run  of  good  business.  Why  not  come  out  flat  footed  and  say  the 
goods  are  so  good  that  the  people  buy  them  in  double  quantities.  Perhaps  the  advertise- 
ment-writer was  too  modest  for  that  and  chose  the  lesser  evil. 

The  May  Co.,  Cleveland,  Ohio,  is  a  type  of  advertising  that  is  pervading  the  larger 


HABERDASHERY 


327 


cities.  Special  sales  of  this,  special  sales  of  that,  until  one  must  imagine  that  they  are 
luiying  everything  below  cost.  Where  does  the  retailer  get  his  profit  from  any  way? 
However,  this  is  an  excellent  advertisement  of  its  kind.  The  sale  name  is  good,  "Crash 
Sale."  It  suggests  a  crash  in  prices.  The  display  is  good  and  the  illustration  is  good 
and  there  can  be  little  doubt  but  that  the  advertisement  made  good  for  The  May  Co. 

Brokaw  Brothers.  New  York,  use  a  style  of  their  own.  It  is  rather  on  the  black  order 
but  as  no  illustrations  are  used  something  of  that  style  is  necessary  to  give  the  eye  a  resting 
place  when  it  is  roving  over  a  newspaper  page.  The  announcement  itself  is  plain,  there 
is  no  gush  or  flippancy.  It  gets  down  to  business  at  once  and  is  business-like  from  start 
to  finish. 

Reynolds,  Gloversville,  N.  Y.,  runs  rather  heavy  on  illustrations.  In  the  advertise- 
ment reproduced  here  fully  two-thirds  of  the  space  is  taken  up  with  the  cut.  But  is  the 
space  wasted?  It  is  not,  and  then  again  it  is.  Good  illustrations  deserve  all  the  space 
necessary,  but  an  illustration  occupying  a  little  less  room  would  have  been  quite  as  useful 
and  effective.  If  there  was  any  method  of  compressing  or  expanding  a  cut  so  that  it  could 
be  made  to  fit  a  large  or  small  space  as  occasion  demands  the  advertiser  would  be  in 
clover. 

The  text  of  this  advertisement  is  too  compact.  With  this  cut  Reynolds  should  have 
used  at  least  another  column's  width  of  space  and  then  he  would  have  had  room  for  his 


mm 

BROTHERS 

otuuMO  HAW  HALF  A cumnor 


CVERY  .trie  of 

•*     CUe     or    Scarf 

•u ffiitivc  of  SpnaJ  and 
comfort  a  to  be  seen 
m  our  Haberdashery 
Department 

(a   Glorci — tan    dude, 
loj  jrayi  ia  tke  ktit  pro- 
duction!   of    foreifa    tod 
aonc«Ue    maker*,   noting 
(nm  $1.50  to  $2.50. 

(a  Nectveai — erery  anrortj 
•bar*  rn  i  variety  af  «o Ur«ly  new 
ifcadci  lad  bVurc  effect..  50c.  U 

$2.00      * 


«T9»  fUCE  AND  FOUOT AVENUt- 


perior  quality 
Every  wanted 
shape  is  here, 
joe  to  $i  oo. 

Shirt* 

Exclusivene  %  s 

superior  .quality, 
excellent  fit— dc- 

ty  of  soft  and 
laundered  boiom 


usual  firm  name,  Reynolds'  "Toggery  Shop,"  and  his  address  which,  owing  to  lack  of 
space,  had  to  be  omitted. 

Reiman's,  Pittsburg,  Pa.,  advertise  neckties  at  half  price  in  a  rather  vague  manner. 
They  say,  "To-morrow  you  can  buy  two  swell  two  and  one-half  inch  Four-in-hands  for 
the  usual  price  of  one.  These  ties  are  mostly  in  dark  patterns  of  Rum  Chunda  silks. 
Very  special  at  twenty-five  cents."  The  man  who  expected  two  ties  for  a  quarter  and 
went  to  Reiman's  got  fooled,  that  is  all. 

This  small  advertisement  is  one  of  a  good  many  good  ones  that  Reiman's  advertising 
campaign  is  composed  of.  They  are  usually  bright  and  interesting.  This  one  is  excel- 
lently displayed. 

Siegel  Bros.,  Los  Angeles,  Cal.,  use  a  very  attractive  border  and  a  good  illustration 
to  tell  us  an  old,  old  story.  This  same  style  of  expression  has  been  used  until  it  is  thread- 
bare. Why  not  try  something  more  snappy  and  impressive?  Unless  a  firm  keeps  an 
eye  upon  the  market  for  new  things  they  must  soon  go  out  of  business.  The  advertise- 
ment should  not  consist  of  an  announcement  of  this  fact  but  should  tell  all  about  the  new 
things  that  have  been  discovered.  If  a  new  style  collar  is  found  say  so.  If  it's  a  new  color 
in  shirts,  say  so.  But  don't  tell  people  you  are  always  looking  and  expect  them  to  drop 


t  Some  Good  Shoe 

4.00  Oxfords  at  2.30 


French  flannel  Shirt 
with  collars 

attached  Is 
fashion's  new- 
est novelty, 
with  safety 
pins  to  It'eep 
collar  IB 
shape 


Men's   Hats— New— Natty 

Derbys— College  Soft  Mats, 


4.00  Quality. 
Made  of  clear  Nst- 
trlr,    the    beat  fur 
used  In  batt.af. 
Every  Hat  head- 
Mr 

thev   have 

that    look  ol 


6.00  Patent  Leathers,  3.49 


at  1.98,  worth  3.00 

In  Stunning,  New  P  a  t  t  e  r  n  s  Ic 
Spring. 

2.25  Flannel  Shirts  I.4S 

Imported  flannels  with  necl 
bands. 

Time  for  medium  weigh 
Underwear 

.25  Merino  at  .75 


*«••«    IB 

other  Matt. 

Three  Dollar  made  with    the 
Hatf  at        aaaw  care  a*   the 

"""  i"»"ty.ln 


$6.00  Silk  Optr.  Hats,  $3.90. 
Smart  up-to-date  Cepa  ur  every 
food  material  used  for  OoU.  Travel 
*  i,  .50.  .»S,  1.75. 


White  and  Natural  Sblrt<  e 
Drawers. 

400  Silk  and  Wool  1.9 


Spring  time  Is  Hat  time. 


.49 

pjpi 

1.00  Domet  Pajamas,  69c 


Dcrbys  and   Collet*   Shape* 
Son  Hats. 


Our  1.90  Hats 


OUR  HATS  iavft  an  air 
of  betterne.is  and  style 
yon  don't  find  elsewhere. 
Smart  DC  r'oya 

at  1.90. 

Fifty   Spring 
shapes  |n 
Mack   and 

lit  brown. 

Bats  of  the  same 
quality  are  sold 
elsewhere  at  ,'t.OO. 

Clear  Nutria  Hat,  2.75, 

In  Every  New  Spring  Style 
Nutria  Is  tilt  best  Pur  iu«J  i 
s  hatting,  the  v.lue  Is  4.00. 

SIHc   Opera    Hats,    3.90 
Middlemen1  s  Profits  Saved 


Spring 
Underwear 
Direct  from 

the  Mill 

at  a  Big 

Saving. 
Medium  Weight  Merino,  75c 

Worth  I. is.  White  and  Natural 
Colors. 

•Stuttgarter"  Wool,  M$ 

Lightweight  Shirts  or  Drawers. 

Union   Suits,    98c.     1.50.    2.50 

Perfect-fitting  Balbrlggan. 

I Sc  Linen  Collars,  lOc 


Comfort  for  Flat  Feet. 

3   no    1  Bunion     Lasts.     Sup. 
«VO    I  porting    Arch    Shoes 
Worth  7.001  «n_d   Soft  Toe  Shoes. 
4.00  Oxfords  at  2.39 
Five  Hundred  Pain.' 


Wide  linen 
bosoms,  in  <rf1 
ten g t a*  of 

Madras  Shins 
Pleated  Bosom: 

.  "LIO 

Worth'  2.00 

Underwear  Chances 

At  1.98,  Silk  and  Wool,  worth  4.00 

"  89c,  Heavy  Balhri'rpm,  "     I.2S 

"  \JV>,  Australian  Wool,  "    Z25 

1.00  Pajamas  at  69c 


An  Importer's  over-stock  ol 
no  half  hose  In  great  cjuan- 
Itles. 

Plot  LIIM 
Thread  Soz 

«*  35c., 

Wor    i75c. 
3Sc.  Sox 

«tl9c. 

Embroidered  stripes,  neat  flgarea 
md  plain  colors,  In  nnrcerlied  col- 
on and  Hue  Hale  threxfs. 

Fine  Underwear  at  very 
little  prices 

from  Cartwrlgfat  a  War-1 
ner.  Medium  weight  white  I  I      Ar\ 
wool  reEular  <.OO  Shirts  f  1  .49 
Drawer*, 

1.50  Heavy  Cotton.  79c. 

(Bb.  dkM  WM.M.  MM.  m  an..^, 

1.80  Light  Weight  Wool, 

98c. 

N.t .r.1   color  Shirt*  Of  Drawer.. 

1. 50  Walklnir  Gloves, 
98c. 


A  little  of  everything  in 
fine  Underwear  at  cut 
pric(8. 

1.00  Wool  Undershirts,  69c. 
Heavy  Balbrlggan,  79c. 
Wright's  Fleeced  at  98c. 

Shirts  or  1  nwers  worth  1.50. 

3.00  Wh  iteMerlnoat  1.49 
4.00  Silk  &  Wool  at  1.98 

TbisSpLcpdid 
Glove  ar&c 

Made  of  Imported 
skins,  silk  stitched. 
Such  a   glove 
\  elsewhere  would 

:ost    1.50. 

1.00  White  Dress  Shirt*.  69t. 

Extra  wide  bosoms,  all  l-njtlu  hi 

sleeve. 

Fancy  Shirts,  85c. 

*  """•let  of  French  Percales.' 
stifl  bosoms  cuff,  attached  or 


Peornary  Underwe 

Flo*  Australian  'Wool,  l.4« 
Nothing  like  It  anywhere  alaetorJ.OO 

3.00  White  JVTerlnoat  1.49 
4.00  Silk  &  Wool  at  1.9ft 
Wright's  Fleeced  at  98c 

Skirts  or  Drawers,  worth  1  .50 

.     Glove*. 

SOe.  Wool  Gloves  at  2SC, 
6.00  Pur  Lined  Glove*.  3.98 

Fancy  Shirt*,  85c 

A  little  lot  of  Preach  Percales, 
stUI  bosoms,  cuffs  attached  or 
separata. 


are  same  In  quality  as  other  hatters, 
charge  3.00  for,  except  ours  ore* 
better  la  style. 

Silk  Opera  and   \  3.90 
Smart  Silk  Hats/worth  O.M 


5.00  Oxfords  at  2.97. 

French  falfakln. 
BluclMr  Top*,  MW 
H*t  Luti, 

Straight 

Dipped  To. 

Military 

Heels. 

4.00  Sample  Shoes  2.39- 

Blucber  Oxford.,  P.t.ot  Colukla 
-•II  .hapee,  Elllt  .rv  beol>.all  sliae . 

6.00  Pat  Leathers,  3.49- 

.      With  She.  Trees  FREE. 
On  the  new  swing  last  with  dip 
ry  h.el. 


JWhy  pay 
3.50  elsewhere? 

Patent  Lcatiicrs,  3.49 

Lt-t  or  Ballon,  6.00  Vtlati, 
With  Shoe 'Trees  Free. 


Swell  Vests  lor  Spring 
At  2.49 

Worth  5.00 
Flannels,  plan 
and  fancy   Wor- 
sted  and    Mer- 
cerized Cloth. 
White  Dress 
Vest, 

At  2.49. 
•CusUfncut, 
Custom  fit. 

Spring  Walking  Gloves 
At  99c'.,'  worth   1.50. 

Silk  stitched.  In  light  oak  Tans. 


Why  Pay  S3. 50  Elsewhere? 

A  Swell 
Button  Shoe, 

2.97 

Black  Calf, 
ritt J«*c , 

dip  toe 

SOLES  »•»      f  ~\\      ti 

lottcaei  In  «A 
Scientific  Shoe  Specialties. 

Shoes  for  Flat  Feet,  3.98 

With  Steel  Supporting  Ana. 

Soft  Toe  Shoes,  3.98. 
Bunion  Shoes,  3.98. 

Sold  Elsewhere  at   7.0O  te  10.00. 
Fall  Dren, 

Welt  Pumps,  3.98,  4.98. 

Beach  Made  on  Flat  Custom  Lasts,) 


HABERDASHERY 


329 


Four  In-rumd  a  worth  two  In 
Ihtbuih- 

In  other  wordi.  lo-morrow 
you  on  buy  two  iw«U  2'-,  in. 
Four-  In-  Kindt  for  the  usiu) 
prv.-«u<  one. 


25c. 


Monday's  Money-Savins'  Specials 

' 


Po|Mhr  F»rnl.«lo, 

KM    SHIRTS,    Kc 
Eighty   down  Bcgp^j  phJUJ  «nd 
gUin  boaora  high  ET«»»  Sbirti  with 
inched  «rxj  deutkil;  _*lcr  vr 
*—  you  know  tho  branj—  they 
ry-  w«y  to  kind 


in  every  once  in  a  while  to  see  what  you  have  found.     Tell  them  what  you  have  and  they'll 
come  for  it. 

In  most  of  the  advertisements  reproduced  here  the  "single  item  at  a  time"  idea  has 
prevailed.  This  is  the  best  kind  of  advertising  to  use  as  long  as  it  is  done  continuously. 
There  are  occasions,  however,  \\  lien  the  haberdasher  wants  to  make  a  "splurge."  He 

may  have  his  new  stocks 

in,  or  it  may  be  a  special 

clearing  sale  he   is   ex- 
ploiting.   In  this  case  he 

desires    to    advertise    a 

number  of  different  lines 

at   the  same  time.     He 

usually  secures  extra 

space    and    groups    the 

lines  together  in    much 

the  same  style  as  that 

used     by    The    Palace 

Clothing     Co.,     Kansas 

City,  Mo.     This  adver- 
tisement  is    reproduced 

from   an  original  eleven 

and  one-half  inchrs  double  (oluir.n.  It  is  altogether  too 
crowded  to  be  very  attractive,  y(  I  no  doubt  thousands 
road  it. 

Every  bit  of  white  space  has  been  crowded  out,  even 
the  ears  at  the  ends  of  the  name  plate  are  utilized.  This 
is  a  typical  advertisement  of  many  department  and 
clothing  stores.  They  crowd  everything  possible  into 
their  advertisements.  That  this  style  of  advertising  pays 
cannot  be  doubted.  The  very  look  of  the  thing  suggests 
low  prices.  There  is  hardly  anything  gained  as  far  as 
prominence  goes  by  having  so  many  lines  underscored.  It 
rather  detracts  from  its  value  as  it  is  rendered  less  legible. 
By  eliminating  the  underscoring  and  using  a  larger  size  of 
type  the  first  part  of  this  advertisement  would  have  been 
greatly  improved. 

The  full-page  reproduction  of  Kennedy's,  New  York  City,  advertisements  gives  one 
a  good  idea  of  their  whole  advertising  campaign.  A  collection  of  advertisements  of  a 
single  firm  often  teaches  us  more  about  how  to  advertise  than  a  collection  of  advertise- 
ments of  different  firms. 

The  tendency  of  all  of  these  advertisements  is  towards  the  same  style  of  make-up. 
It  is  noteworthy  that  each  advertisement  is  completed  and  laid  out  and  the  necessary 
space  purchased  for  it.  This  is  often  more  advantageous  than  having  a  settled  space  to 
fill  and  then  filling  it,  sometimes  crowding  it  and  sometimes  not  having  enough  matter 
to  fill  it. 

There  is  no  unnecessary  talk  in  any  of  these  advertisements — just  a  plain  statement, 
often  no  introduction  at  all.  When  one  comes  to  think  of  it  there  is  often  no  necessity  for 
introductions  in  small  advertisements  like  these.  Any  haberdasher  can  follow  this  style 
very  profitably  if  he  will  only  persist  long  enough  to  establish  this  style  of  make-up  as 
his  own. 


980  for  Fancy  Vest 
Worth  $3.50 


330 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


NICK  AMSTER. 


Hat  Opening 
This  Week. 


The  New  Stetson 


l  on  o»r   pin       Th«r    .K 


Nick- Amster  Special 


CHAPTER   LI 

HATS   AND    CAPS 

AL  men  and  boys  wear  hats.  Hats  are  a  com- 
modity of  every  day  consumption  and  should 
be  continuously  advertised.  Of  late  years  there 
have  sprung  up  in  our  larger  cities  a  large  number  of 
hat  stores  where  hats  are  handled  exclusively.  Such 
stores  should  advertise  continuously.  They  must  adver- 
tise in  the  selling  season  to  hold  their  trade  and  they 
should  advertise  in  the  "off"  seasons  to  get  more  trade. 

The  bulk  of  the  hat  advertising  is  done  by  men's 
furnishers  and  department  stores  having  hat  depart- 
ments, but  such  advertising  is  what  can  safely  be 
called  seasonable  advertising.  They  advertise  only  at 
the  time  when  there  is  a  recognized  call  for  new  hats. 
These  seasons  are  short  and  are  practically  only  three  in 
number,  viz.,  spring  and  fall  for  felt  hats  and  summer  for 
straws.  This  sort  of  advertising  has  educated  men  to 
buy  at  regular  seasons,  crowding  the  selling  each  season 
into  a  very  few  weeks. 

Most  men  do  not  have  as  many  hats  as  they  ought 
to  have.  A  great  many  of  them  have  only  one,  which 
they  wear  continuously  until  it  is  shabby,  when  they 
purchase  another.  A  man  should  have  at  least  one  stiff 
hat,  one  soft  hat,  and  a  cap  in  his  wardrobe  at  all  times, 
with  a  straw  hat  or  linen  hat  added  for  hot  weather  wear. 
A  silk  hat  and  an  opera  hat  might  be  added  to  this  list 
for  those  in  better  circumstances  and  who  pose  as  good 
dressers. 

It  should  be  the  aim  of  all  hatters  to  bring  about 
this  extra  consumption  of  hats  and  it  can  only  be  done 
by  continuous  advertising. 

"We  selected  the  right  styles  this  season,"  is  a  state- 
ment, made  by  a  hatter,  that  conveys  a  double  meaning. 
It  might  mean  that  last  season  he  made  a  mistake  and 
did  not  have  the  right  styles.  It  might  mean  that  it  is 
all  a  gamble  this  selecting  of  styles.  This  statement 
weakens  the  general  impression  that  an  advertisement 
should  give  the  reader.  Had  he  said,  "The  styles 
shown  this  season  have  proven  so  popular  with  our  cus- 
tomers that  we  have  had  to  send  in  duplicate  orders 
every  week,"  it  might  have  been  more  convincing. 

Hat  advertisers,  as  a  whole,  have  not  yet  taken 
hold  of  a  form  of  advertising  that  should  prove  very 
effective.  They  have  not  gone  into  the  details  of  the 
.qualities  of  the  materials  used  in  the  make-up  of  a  hat. 


BERGERMANS 


HATS 


imperial,   $3 


r  »rta  u*  r*« 

,   M*   !*•     A  I* 


Jno.  B. 
Stetson  Hat 

Wto  M4  »Mml  •*•*•••( 
It.   •**    *•>»     VTTTftOH 


I.   Nl(k    8r.4.    M.I. 

KNOX 

L..d.  tk.  WorM 


Th.  C.  M.  H.dd.B 

Hat, 
*1.50».d*2.00 


Th«  Wll.on 
S2.00   Derby 


Very  rarely  will  you  find  a  good  advertisement  along  this  line,  and  yet  it  should  prove 
one  of  the  best  lines  of  argument  to  use.  Style  of  course  is  paramount  in  the  selection 
of  a  hat.  It  must  be  made  on  the  latest  and  most  approved  "block"  or  it  will  not  sell 
in  any  quantities,  but  "value"  should  be  a  consideration  worth  exploiting. 

Bergcrman,  Pueblo,  Colo.,  and    Nick  Amster,    Worcester    <OMoT-make  their  fall 


Opening  today  of 

Men't  ind  Boy*' 

STRAWS 

MILAN  BRAID 
SPLIT  STRAW 

MANILAS 

Jrvai  and  L»«hom» 

$0.45        *0.75       »1  00 
J123        *l  SO       J2.00 

•an 


Ootnlnl  (odiy  of 


STRAWS 


PANAMAS 


JJ.50       43.00       »5.50 
»6.00  »7JO 


1113  and  HIS  Main  St. 


Store  Clout  ft  S:3O  P.  M. 


Men's  Straw  Hats 

Ready  at  WANAMAKER'S 

We  k«ve  ilreetlv  tud  •  u.tf  of  July  weitker  Straw  k« 
ll(M  »  kere.  tod  Ike  men  wko  wieli  to  be  rifki  IB  Ike  oi.tu-r  «t 
'Woks  as  well  to  comfort  will  be  (led  to  know  Ikal  Ike  eoupltte 
SuMBjer  «kowi&c  of  Strait  Hxti  is  DOW  oa  »iww  Our  oew  Hit 
Hle.rs  »M  prvvnleil  o  very  «iiek  lerfrr  Moek  lk«D  we  o**e  e*er 
»kww«  )•  the  part. 

Tkn  •  to  be  •  Mfttoo  when  iodividMl  tejrte  m»y  nake  <U 
ewi  wleelioo.  Tke  ttnlght-krin  kale  are  kere1  u  before,  bat 
kere  aK  alto  the  pencil  curl  Mackuwn.  Ike  tura-dowD  Haeki 
aod  TaMBia*.  aAd  prwetteally  every  style  thai  kas  been 

to  tW  pat- 
All  Wuiamsker  Straw  Kara,  from  42  up.  are  kaod-made.  sod 
BO  tke  kal  ja  so  stamped  we  guaraatee,tkat  it  stands  for  tk<* 


f»/  SpW  S«ra»  Sai/or 

»!.».  II  »l»o  M,  f <  eM  I 

I  Crown*    lr«    •Itcbdy 


*•  T.  Savin  t  Co.. 


OPENING  DAY 

KNOX  CHASE 

uperb  Straws          Smart  Straws 


For  Youns  Men. 
FLAWLESS  PANAMAS 
Weclf  firetken  9, 


Tomorrow,  for  the  tint  tun*  *bii  Macon,  w«  thj.ll  diipl.y  tb«  raoit  eompUU,  the 
varied,  the  l*rf«it  and  moft  carefully  tel^ted  itock  of  Men'*  ind  Boys  Strmw  and  P 
Hats  ever  opened  np  in  lhu  city,  including  the  fin«,  finer  and  KOMI  gr»d«i,  la  all  the  thapM  and 
bnudj  approTtd  of  f«oion— tnd  at  pnces  which,  by  oompariion  with  tboM  of  other  itOTM,  tm- 
phanje  oar  acknowledged  leadership  in  thla  line. 


.   pinch,   aqiur*   awl    t*i«- 


55.00,  S6.00  i?.00, 
O,Jf.Ofl 

and  512 


S  STBAW  HATS,  In  Part- 
an.  J»v».  '-«num  and  &wIM 
t  breld*.  ID  all  th*  MW  Do-*l»f 


js,  J..50, 
—53.00  iod  y^r- 
-  to  i4. 


mid'trtm.  S....™....T. 

Boys',  Youths'  and 
Children's  Straws 

Tbli    tcrtloB   «tnbr«c.»    tb*.  whcU   ftoU    of    fublok    l» 

tloo      BCJB*  «nd  YouUw'  Strk*.  in  Milor.  ptnch,  t«Ic«oop* 

mnd  .Inight  crown*,  in  frorr  fublonibU  bratd;  Children'- 
Plain  ud  Finer  Straw  Scilor.  In  M  •amaMincnt  of  |»dM 
and  itjlM  b*yond  out  UmlUd  «p.e»  to  deterib*. 

50C,  75c,  $1.00,  $1.25,  $1.50 

aa>  UP  TO  n.oo  n»  THE  rinsr. 


5Uc 


A  PAGE  OF  STRAWS 


332 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


announcements  in  practically  the  same  manner.     These  advertisements  are  practically 
catalogues  of  different  makes  and  styles  that  each  carry. 

Bergerman  "makes  a  point"  when  he  states  that  all  his  hats  are  absolutely  new  hats 
"this  season  in  consequence  of  the  fire."  Fire  having  destroyed  their  old  stock  they  can 
only  have  the  latest  on  hand.  The  inference  is  obvious  and  is  well  worth  stating. 

Nick  Amster's  advertisement  is  rather  the  better  of  the  two  typographically  because 
the  Bergerman  advertisement  is  spoiled  by  the  use  of  a  cut  too  large  to  be  used  horizon- 
tally. If  an  advertiser  was  advertising  a  horse  and  run  his  cuts  side  ways  the  animal 
would  perhaps  be  shown  standing  on  its  head,  a  feat  that  few  can  accomplish.  An  illus- 
tration should  never  be  used  unless  it  fits  properly  the  space  and  the  advertisement. 

Esmay  &  Daggett,  Utica,  N.  Y.,  use  a  stock  cut  to  illustrate  their  advertisement. 

This  cut  is  a  combination  of  illustration  and  headline.     This  firm  has  a  .peculiar  way  of 

stating  their  styles  and  prices.     Note  these: 

"Lamson  &  Hubbard,"  leads  the  best  at  $3. 

"Sterling,"  worth  at  least  $2.50. 

"The  Strand,"  our  special  $2  hat. 

Wood  Brothers,  Schenectady,  N.  Y.,  have  a 
much  better  advertisement.  The  illustration 
illustrates,  the  text  gives  some  information  about 
a  new  soft  hat.  A  few  more  details  about  this 
"new  soft  hat"  would  have  made  the  advertise- 
ment perfect. 


Little  Folks'  Straws 


Eimay  6  Datfgett. 


A  NEW  SOFT  HAT 
Three  Shapes  in  One 

IVOOD'HROTHEIS 


The  advertise- 
ment of  Muse's, 
Atlanta,  Ga.,  is  by 
far  the  best  here 
shown.  The  use 
of  white  space  is 
excellent,  the  cuts 
are  well  placed 
giving  the  adver- 
tisement perfect 
balance.  The  text 
is  written  in  an 
easy,  readable 


MUSE'S 


3.5-7  Whil,kalt  J- 


style  and  contains  a  good  many  points  that  sellers  of  children's  hats  might  find  worthy 
of  consideration. 

Straw  hats  form  the  basis  for  a  great  deal  of  hat  advertising  every  summer.  Straws 
are  usually  advertised  so  prominently  that  soft  and  stiff  felt  hats  are  supposed  to  be 
unworthy  of  consideration.  The  season  for  selling  straws  is  all  too  short  and  they  must 
be  vigorously  pushed  at  the  proper  time.  We  reproduce  a  page  of  straw  hat  advertise- 
ments. 

The  Nebraska,  Kansas  City,  Mo.,  is  good  typographically  in  spite  of  the  use  of  type 
unnecessarily  heavy.  The  cut  and  the  te*t  do  not  harmonize  very  well.  The  adver- 
tisement is  divided  into  two  sections  and  the  cut  is  apparently  arranged  to  illustrate  these 
sections  but  does  not.  The  experienced  hatter  will  see  the  difference  between  a  split 
yacht  and  a  Panama  in  the  second  column  of  the  advertisement. 

John  Wanamaker,  New  York  City,  gives  us  a  good  straw  hat  advertisement.  The 
introduction  is  good  and  will  persuade  many  men  to  purchase  at  once.  This  was  a  May 
advertisement  and  shows  that  the  fine  weather  during  that  month  brings  out  the  straws. 
The  merchant  should  have  his  straw  hat  advertisements  ready  for  the  first  signs  of  hot 
weather  and  should  come  out  strongly  the  first  "hot  spell"  with  his  straw  hat  advertising. 

Woolf  Brothers,  Kansas  City,  Mo.,  have  a  good  cut  but  the  tvpe  space  is  not  used  to 
good  advantage.  An  invitation  of  some  kind  should  have  been  given  to  visit  the  opening. 
Don't  try  to  be  too  formal  or  the  reader  may  think  your  store  service  too  stiff  and  unin- 


JEWELRY,  PRECIOUS  STONES,  ETC. 


333 


vitmg.  The  advertisement  of  The  May  Co.,  Denver,  Colo.,  is  typical  of  all  department 
store  advertising.  If  the  exclusive  hatter  and  the  men's  furnisher  would  take  such  adver- 
ti-ements,  extract  the  meaty  points  and  carefully  consider  them,  they  would  do  more 
effective  advertising.  It  is  unnecessary  to  use  superlatives  and  high-sounding  adjectives 
in  describing  ''"'  style  and  wearing  quality,  but  these  should  be  described. 

Prices  should  play  a  prominent  part  in  all  hat  advertising.  The  one  idea  at  a  time 
advertisement  is  as  good  for  the  hatter  as  for  any  other  trade.  He  can  describe,  illustrate 
and  price  one  hat  at  a  time  daily  and  get  better  results  than  by  inserting  a  general  state- 
ment that  lie  has  "all  styles  at  all  prices." 


Every  Jewel 
•  Loving  Woman 

I 


CHAPTER   LII 

JEWELRY,  PRECIOUS  STONES,  SILVERWARE,  BRIC-A-BRAC,  CUT  GLASS 

THE  jeweler  is  often  erroneously  considered  as  a  seller  of  luxuries.     This  is  hardly 
the  case.     He  does  sell  luxuries,  but  most  of  these  luxuries  are  real  necessities 
to  a  great  many  |>ersons.     Diamonds,  for  instance,  are  real  luxuries  but  the 
diamond  ring  is  considered  a  necessity  by  most  young  men  contemplating  matrimony. 
Watches  are  a  luxury  in  these  days  when  town  clocks,  factory  whistles  and  other  time 
indicators  are  so  common,  yet  even  the  school  boy  considers  it  a  necessity — and  a  watch 
once  worn  becomes  a  necessity.     We  might  continue  to  multiply  instances  to  prove  that 
almost  all  articles  sold  by  a  jeweler,  which  were  once  considered  luxuries,  and  were  only 
possessed  by  the  well-to-do,  have  to-day  become  as  necessary  to  man  as  his  mid-day  meal. 

This  should  be  taken  more  into  consideration  by   „,„„„,„, 
jewelers  than  is  usually  done  and  the  necessity  point   t,TCMJ 
emphasized  more  often  in  the  advertising  of  the  business. 
The  jeweler  has  probably  a  larger  variety  of  articles 
to   advertise   than    any 
other  one  line  business, 
except     hardware,     be- 
cause   his    business    in- 
cludes so  many  different 
articles  for  many  differ- 
ent uses.     He  sells  orna- 
ments for  the  person  and 

also  ornaments  to  adorn  the  home.  He  sells  time- 
pieces to  be  carried  about  by  men  and  women  for 
convenience  and  timepieces  for  ornament  and  use  in 
the  home  and  office.  The  variety  of  these  timepieces 
alone  would  furnish  material  enough  for  a  year's 
advertising  without  any  point  being  repeated  throughout  that  time.  Besides  this  there 
is  table  ware,  in  silver,  gold,  fine  china  and  cut  glass.  He  usually  sells  fancy  articles  in 
leather,  gold  and  silver  mounted  umbrellas,  and  numerous  other  objects  of  rare  value. 
To  all  this  is  added  a  watch  and  jewelry  repair  department  that  might  furnish  enough 
advertising  for  one  firm  to  maintain.  This  feature  of  the  jeweler's  business  is  often  neg- 
lected in  the  advertising.  He  will  advertise  watches,  rings,  cut  glass,  etc.,  but  seldom 
uses  space  to  tell  how  well  he  does  repairing.  He  may  add  a  line  to  these  advertisements 
intimating  that  repair  work  is  a  specialty  with  him,  but  never  a  reason  why  anyone  should 
bring  their  broken  trinkets  to  him  to  be  mended. 

There  is  a  great  deal  of  such  watch  advertising  done  as  that  by  Grabowsky  Bros., 
Bay  City,  Mich.  This  is  a  watch  advertisement  but  it  gives  practically  no  information 
whatever  that  would  influence  a  person  to  buy  a  watch.  It  is  altogether  too  indefinite. 


SAFE  PLACE 
TO  BDY  JEWELRY 


ENGRAVED  WATCHES  OB 


Kbu 
Want  a 
Wedding  Gift 


Bring  Your  WatcH        Our  Factory 
To  C«.ll.b.rr>  for  I  For  III  J...iry  rapaln 
rtptlrmg  -  *  •  mill    ConplM*  •quIpiMM 
chart*  you  !«»•  I  •fclllvd  J« 
**  forl  mod«rat« 
ck.rtn. 


Rookwood 
Pottery 


OPEN  AN  ACCOUNT  AT 

CASTELBERG'S 

BEE  HIVE  JEWELRY  CO 

5  PUBLIC  SQUARE 


Sterling 
Silver 


HER    ENGAGEMENT    RING 


Look  old  «tyle  OP  net  up  t* 
dat».  bring  them  to  u». 

Our  Expert  Workmen 

rill  remount  and  moclirn- 
Iza  them  Into  )u«t  your  lik- 
ing. The  beauty  of  a  dia- 
mond depend!  very  great- 
ly upon  the  way  It  Is  mount- 
ed. Our  workmen  learo 
nothing  undone  that  win 
•nhancii  the  beauty  ,f  tho 
gem.  Highest  cli.t  work 
at  nominal  charoo*. 


The  Value  of  a  Diam 


CADY^f^OLMSTEAD 

-1011  W.lnut  ... 


JEWELRY,  PRECIOUS  STONES,  ETC. 


335 


Tliis  firm  In •li»-\i->  in  mentioning  a  whole  lot  of  things  in  a  space  like  this  and  calling  it 
advertising.  The  illustration  is  good — it  is  attractive.  When  there  is  so  much  good 
\vateh  advertising  being  done  1>\  linns  like  the  Elgin  and  Waltham  companies,  no  jeweler 
should  be  stuek  for  arguments — he  can  borrow  them. 


Storing  — ^= 

Silverware  and  Jewelry 

i.».t^....r..J».t-^Jtr  i<li     nit.... 

V  r—- <  ^  •*-  H.u-Pr~..- 

»  1  il  ii  «w,w  (r—  1—  kr  in 


O-  .«~  -I  -1« 

_J  -WA..  i.  C—,— r  i  i  i  n  Jl  . 
m_iA—rJ --(.-*-—*-- 
K  J_J  J— «  -11  U  J~J  ^tJ-1 -J 


Bailey.    Bank,    &    BiJJlc    Co. 
uinuftiuin  i  i»~« 


t  '  *  ',!.'*.'  ?  L'JJ  '.!  LT^1-*  ' 

For 
Twelve 
Dollars 

1»4  Iflf  «•!§,  *•  *tn  MM 
yw«  «  S»tU  stlrt  r.  G*W  li 
Ui«.Scrc*  Bt  t*l.  DWM  Proef 

Sterling 
Silver 
Thimbles 

XKkel    Wo.r.r.t.      A    W 

,,->.'<*  .0  y*W  .   .»tck.  -H.t 

Thi-    »»'ck>  it   A  UMwm«JuJ 
C—  1^,,. 

f«i     patto(«cll««,  ,  n     mil 

CHAS.  1     ROSE 

from  Ml  1  ta  M*.  12      *•*!!  ! 
e»onh     (or     ik«    ••4il*»t  < 

S>l««r  T*l0t»«    IP    Btdl     •    ; 

Th'»M«   >r«   c»vd    bo*ik.  i 

CHAS.  E.  ROSE       ; 

"•wasr.*?"" 

1  " 

•^T^STor1**      ! 

«»«t«i»i»i»'»i»i»i»ii 

Both  Are  Jewels 


Today — Tomorrow — Friday  and  Saturday 


C.  R.  Fisher  <&  Bro. 

127  Souih  Upton  Av,nu.. 


s-f  f 


IAMOND 

^f  Most  Precious  Gift 


HEEVTZ,  Jeweler, 


TIFFANY  &  Co. 


.  Uinowl  uvl  Cera 


Easter  Suggestions 

Gold  crucifixes:  crosses;  -prayer- 
took  markers;  rosaries  with  ame- 
thyst, coral,  garnet,  lapis^lazuli.  onyx, 
rock  crystal,  topaz  or  gold  beads 

Cold  mounted  prayer  books  and 
hymnals  in  sets,  also  single  prayer 
books  with  ivory"  or  silver  covers 

Fifth  Avenue  &  37*  Street 


B.  M.  Henschel  &  Co.,  Buffalo,  N.  Y.,  gives  us  a  very  cleverly  designed  advertise- 
ment. It  is  of  the  general  type  and  but  for  the  two  display  lines: 

"Expert  Optical  Work" 
"WTatches  Regulated  Free" 
would  be  of  little  value. 

Bailey,  Banks  &  Biddle  Co.,  Philadelphia,  Pa.,  ^advertise  the  storing  of  silverware 
and  jewelry.  This  is  an  idea  that  many  jewelers  with  large  vaults  might  use  to  advantage. 
This  is  one  of  the  best  all-type  advertisements,  as  far  as  display  goes,  that  is  reproduced 
in  this  chapter. 

The  two  advertisements  of  Chas.  E.  Rose,  Telluride,  Col.,  are  excellent  examples  for 


336  'HOW  TO  ADVERTISE  A  RETAIL  STORE 

jewelers  to  follow.  They  take  up  one  subject  at  a  time  and  stick  to  it  to  the  end.  The 
talk  is  plain  and  to  the  point.  What  more  could  any  man  want  than  to  have  his  money 
refunded  if  the  watch  sold  him  should  prove  unsatisfactory?  Yet  that  is  what  Chas.  E. 
Rose  offers.  The  thimble  advertisement  is  as  good  as  the  watch  advertisement.  It  tells 
its  story,  gives  the  price  and  stops  there.  The  display  is  good. 

E.  R.  Fisher  &  Bro.,  Pueblo,  Col.,  use  a  cut  furnished  on  the  syndicate  plan.  It  is 
not  as  bad  as  lots  of  these  cuts  are.  The  headline  explains  the  idea  represented  in  the 
cut.  The  space  used  is  large,  being  ten  inches  across  three  columns.  The  panels  at  the 
sides  of  the  head  are  well  used.  The  story  told  in  solid  type  is  that  of  holiday  buying. 
Special  offers  are  made  that  are  sure  to  make  business. 

Tiffany  &  Co.,  New  York,  suggest  suitable  articles  for  Easter  weddings.  When  a 
firm  like  Tiffany  &  Co.  advertise  in  this  conservative  manner  it  seems  to  be  a  good 
form  for  others  to  follow.  But  is  it?  This  firm  is  known  all  over  the  world.  They  are 
noted  for  their  fine  goods.  It  is  almost  an  unnecessary  thing  for  them  to  do  more  than 
keep  their  name  before  the  public  because  the  name  stands  for  high-class  jewelry.  But 
other  firms,  not  so  widely  known,  who  follow  this  plan  would  find  it  far  less  profitable 
than  the  one  article  at  a  time  style  followed  by  Chas.  K.  Kose. 

Heintz,  Lexington,  Ky.,  certainly  gets  a  very  striking  display  in  his  advertisement. 
White  space  is  used  advantageously  with  the  heavy  border  design.  This  advertisement 
quotes  prices  and  therefore  seeks  business.  An  improvement  could  have  been  made 
by  taking  one  diamond,  describing  and  pricing  it  and  then  adding  a  line  to  the  effect 
that  others  could  be  had  ranging  in  price  from  $15  to  $1(50. 

Knittle  &  Longtin,  Cleveland,  Ohio,  use  an  excellent  illustration  but  unfortunately 
try  to  tell  the  public  something  about  every  class  of  goods  carried  in  stock.  They  do  not 
specifically  make  an  offer  on  anything  but  try  to  do  so  on  everything.  With  such  a  cut 
rings  should  be  advertised  exclusively. 

Thos.  J.  Porte,  Winnipeg,  Man.,  is  a  good  advertiser.  His  advertisements  are  such 
as  will  sell  goods.  But  the  man  who  is  responsible  for  the  name-plate  used  by  this  firm 
has  transgressed  the  first  principle  of  advertising,  vi/.,  legibility.  No  advertisement,  no 
matter  how  good  it  may  otherwise  be,  can  do  its  whole  duty  unless  it  can  be  read  and 
easily  understood  by  the  simplest  minds.  One  must  make  a  special  study  of  this  adver- 
tisement to  find  out  that  the  advertiser  is  Thos.  J.  Porte  instead  of  Thos.  J.  Orte. 

Ross  has  a  much  better  idea  in  his  combination  border  and  name-plate.  This  is 
legible,  it  can  be  read  easily.  There  is  just  as  much  distinction  about  it  and  there  is  as 
much  room  for  solid  type  effect.  Ross  can  vary  his  idea  to  a  certain  extent,  and  make 
minor,  yet  material,  changes  in  his  illustration,  but  Thos.  J.  Porte  must  cling  to  his  idea 
in  all  his  advertisements  or  give  it  up  altogether. 

The  other  advertisements  shown  in  the  plate,  with  the  exception  of  the  cut  glass  adver- 
tisements, could  be  improved  in  some  respects,  but  taken  as  a  whole  they  are  a  fairly 
good  lot  of  advertisements. 


CHAPTER  LIII 

LAUNDRIES 

EtJNDRY  advertising   should   be   largely  educational.     It   should   tell   the   public 
just  what  the  laundry  will  do,  how  it  will  be  done  and  what  it  will  cost.     There 
are  many  features  of  the  laundry  business  that  the  general  public  do  not  under- 
stand.    There  are  many  kinds  of  service  rendered  that  the  average  housewife  knows 
nothing  about.    It  is  within  the  province  of  the  advertising  campaign  to  tell  about  these 
services. 


LAUN  DRIES 


337 


II  U   *   wall-feu. 
fsrt   that   th.  P.UJ  I 
worn,  .od   aoooj- 

MOO     Of       Ufa       1.11 


Towel  Service 


li»T»  joo  of  «oni*  of 
Urn  by  aaMmhr 
tha  char,.  of  the 

IdUt   i*,aisitae  tor 

yo«    offlc*.     PrioM 

It(b 


TIE  TBIttT 
UWTOHY   CO. 


We  Have  ihe 
LJIVH-DOY  BVilltESS 
At  our   finger  dps    the 

painsl.il.ing      work     and 


MM  SIM  URN,. 


There  is  also  another  feature  of  advertising  that  the  laundry  should  not  neglect  and 
that  is  in  overcoming  the  prejudices  of  the  many  who  have  a  settled  idea  that  the  laundry 
destroys  or  wears  out  clothes  quicker  than  other  methods  used  for  washing. 

When  the  advertisements  are  of  such  a  general  character  as  that  of  the  Parisian  Steam 
Laundry,  Windsor,  Ont.,  they  are  of  but  little  value.     There  are  none 
of  the  educational   features  to  such  an   advertise- 
ment.    There  is  nothing  about  it  that  will  cause 
one  person  to  turn  over  his  work  from  one  laundry 
to  another. 

The  advert isements  of  the  Star  Steam  Laundry, 
Pensacola,  Fla.,  and  Asheville  Steam  Laundry, 
Asheville,  N.  C.,  are  in  the  same  class.  The  latter 
of  these  are  of  the  timely  nature  taking  advantage 
of  the  new  year  idea  of  making  new  resolutions, 
but  will  hardly  influence  trade. 

The  advert isement  of  the  Colorado  Laundry. 
1'iK  bio.  Col.,  touches  upon  one  of  the  disadvan- 
tages of  laundry  work  that  are  common  to  most 
laundries.  Collars  will  wear  out  and  saw  edges  are  disagreeable.  The  laundry  that 
takes  time  to  remove  these  rough  places  on  its  linen  is  a  benefactor  to  man  and  has  a 
splendid  talking  point  to  use  in  its  advertising. 

The  Memphis  Steam  Laundry.  Memphis,  Tenn.,  advertisements  are  of  the  kind 
often  seen  in  small  cities  but  which  are  becoming  very  uncommon  in  the  larger  cities. 
A  reading  of  these  will  prove  their  inefficiency.  "The  Song  of  the  Shirt,"  is  a  splendid 
headline,  but  one  is  very  much  disappointed  with  the  verses.  "Business  is  business"  and 
advertising  should  be  the  means  of  making  business.  People  do  not  look  through  the 
advertising  pages  for  poetry  or  humor.  The  companion  advertisement  does  not  say  any- 
thing in  particular.  It  claims  only  what  all  other  laundries  claim  and  is  not  of  much 
value. 

The  Parkersburg  Steam  Laundry,  Parkersburg,  W.  Va.,  is  a  good  advertisement 
because  it  says  distinctly  that  there  is  one  laundry  that  does  not  destroy  clothes  in  the 
washing.  The  point  is  not  as  well  taken  as  it  might  be,  but  the  fact  that  it  is  taken  up 
at  all  makes  it  a  superior  advertisement  to  the  general  run  of  advertisements  usually  seen. 
The  Parsons  Model  Laundry,  New  Bedford,  Mass.,  advertisement  is  in  the  better 
class.  While  it  does  not  touch  upon  the  real  work  of  a  laundry  it  makes  a  good  impres- 
sion on  the  reader.  The  display  is  out  of  the  ordinary  and  is  apt  to  make  the  reading  of 
the  advertisement  difficult.  The  headline  should  have  been  used  below  the  figure  of 
the  hand ,  obviating  the  necessity  of  repeating  it.  Magnitude  is  one  of  the  features  of  adver- 
tising that  can  be  made  to  bring  business  in  any  line.  The  large  store  is  often  credited 


There's 
Satisfaction 


-La-s? 

atorrv.. 

•  A  tmonf  of  POM*]  "111  lniB| 

««••<»-    - 

Colorado 
Laundry 

Company. 

lOt    rt    ».    Third    St. 


The  Star  Steam 
Laundry. 


Years  of 

Satisfactory 

Work 


LAUNDRY    WORK 
THAT  SATISFIES. 

Better  let  us  call  to 


The  star  steam 
Laundry. 


52  Weeks 
of  Pleasure 

Poor  'laundry  work  is  the  cause 
of    much    displeasure.      Hike     up 

dry  work  during  1KW  and  you'll 
be  aaaqred  of  laundry  PLEA.-. 
t-RE  throughout  the  entire  year 

Asheville  Steam 
Laundry 

PHONES   X  AND  3M. 


The    „ 
New  Year's 
Troubles 

will  be  greatly  lessened  If  you 
know  your  weekly  wash  -Mil  fee 
done  carefully  and  well.  Hera 

handling,  thus  Insuring  against 
damage.  Wo  know  you  will  be 
pleased  and  satisfied.  We  wtob 
you  all  a  Rappy  New  Tear. 

Asheville  Steam 
Laundry 

PHONICS  »  urn  at. 


•with  advantages  that  it  does  not  possess.    Nevertheless  the  public  think  they  can  do 
better  in  a  large  store,  and  it  is  likely  to  prove  the  same  in  a  laundry. 

"Absolute  cleanliness  from  top  to  bottom"  is  a  good  phrase  to  use  in  laundry 
advertising. 


338 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


The  Monarch  Laundry,  New  Haven,  Conn.,  advertisement  would  have  been  greatly 
improved  by  omitting  the  "jolly  old  gent"  and  changing  the  headline.  The  text  might 
have  given  just  a  little  more  information  about  the  "Naphtha  Borax"  process.  A  new 
process  is  always  looked  upon  as  likely  to  prove 
better  than  an  old  one  but  it  is  always  best  to  tell 
why  it  is  better. 


THE  SONG  OF 
THE  SHIRT 


Only  a  little  •hlrtlet 
Or  possibly  a  waistlet 
Keedfl  »  little  toilet 
To  be  good  enough  to  » 


Banged  np  la  in  frootlet, 
Baneballed  ita  facelet, 
Like  a  little  piglet 
Coniiug  from  the  rreeklet. 


It  bad  »  dirtj  aspect. 
Boiled,  tired,  fatiguelel; 
It  took  a  laundry  liathlet 
And  vauiBbed  for  a  timelet. 


Mow  JM  it*  snowy  whiten***, 
Ita  perfertioa  aod  wboleoew, 
A  monument  to  cleanum; 
Our  laundry  way  in  tnalncn. 


MEMPHIS 
STEAM  LAUNDRY 

Both  Hhone.  21. 


A  Display  of  Front 

ilnyj  lakts  M  lipnssin. 


We  guarantee  to  save 
money  for  you. 

Monarch  Laundry, 

191-199-197  DeftJ  Iran 


IT'S 

LAUNDRY 

Th.il*  what  it  i>— Laun- 
dry  ill  wliit<-IMOT,cl«Hll- 

WOT,  purity  «nd  dfliralr 
'u, ;.•)>.     It  x  Lauudry.  in 

Every 
Sense 

We  can't  afford  bad  work. 
It     won't     i«j.     We're 
•trirtly     ahead     In    all 
detail*, 
['hone  !1  at  any  time. 

Memphis 

Steam 
Laundry 


I1  Good 

Service 


YOU'LL  GET 
FROM 

> our  linrn  if  we  launder  it! 
Out  method  of  Irouiog  i»  not  to 
pound  the  material  to  piece*, 
but  rather  to  preserve  it.  and 
acrid  it  borne  to  yon  looking  fit 
to  wrmi. 

SOMM  laundries  arc  more 
expeMivc  tfcao  other*,  by 
rraaon  ol  damage  done  jour 
Linen  in  doing  i(  up. 

Our*  i»  found  ccuooaiical 
Occainc  of  the  care  Uken. 

YOB  can  prove  tbi*  by  cmc 
trial,  make  it  to  day. 

PARKERSBURG 
STEAM  LAUNDRY 

216— 5th.  Street. 
Both  Plxmn  112. 


The  Jefferson  Laundry,  Richmond,  Va.,  tells  some  things  about  the  laundry 
that  have  a  meaning  to  the  reader.  In  this  case  the  mistake  of  trying  to  tell  too  much 
in  one  advertisement  is  made.  If  one  advertisement  was  given  over  to  the  reasons  why 
they  manufacture  their  own  soaps  and  bleaches;  another  to  telling  about  the  experience 
they  have  had  in  doing  laundry  work,  and  a  third  to  telling  something  about  the  modern 
machinery  they  use,  the  advertising  would  prove  more  effective. 

The  Blakely  Laundry,  Trenton,  N.  J.,  advertisement  takes  up  the  feature  of  good 
soaps.  This  is  the  kind  of  advertisement  that  convinces.  An  argument  along  these 
lines,  changed  every  issue,  is  bound  to  educate  the  public  as  to  what  good  laundry  work 
means.  The  second  advertisement  of  this  laundry  is  far  inferior  as  a  trade  bringer. 

The  American  Laundry,  New  Bedford,  Mass.,  use  the  mail  idea  in  a  bright  way. 
The  mail  box  adds  to  the  force  of  the  suggestion. 

The  Toilet  Laundry  Co.,  Montreal,  Quebec,  advertisement  of  their  Towel  Service 
is  first-rate.  It  tells  about  the  "valet"  sendee,  which  has  lately  been  added  to  the  laun- 
dry business.  Not  all  laundries  have  added  this  service  but  as  it  properly  belongs  to  them , 


Clcanlincsi 


IS  Next. 


We  Use  Soap 

Plentifully 


Khcr  »o«P*    fevl   Ihl,   laundry    U 

lot  run  on  in,  bu«-\h«iit,  pfjn. 
rlpk.    b«t    upon.    lh«    ho*.,^ 

Blakely  Lanndry 

13-15  S.  W.rr,i,  Si 


Laundering 
which  wins 


Blakely  Lanndry 

13-15  S.  Warrtn  SI 


they  should  take  advantage  of  it  and  not  allow  independent  concerns  to  get  in  ahead 
of  them. 

Mr.  Ralph  Harris,  editor  of  Brains,  commenting  on  laundry  advertising,  in  that  paper,     N 
says: 

"A  laundry  which  does  good  work  can  command  the  trade  of  a  large  district  whether 


LAUNDRIES 


339 


tin-  town  is  large  or  small,  yet  laundry  owners  who  make  proper  use  of  good  advertising 
an-  few  and  far  between.  In  the  laundry  business  more  than  all  others,  the  work  must 
absolutely  make  good. 

"A  grocer  who  has  an  established  trade  can  sometimes  sell  twenty-five  cent  coffee  for 
thirty  cents  a  pound,  or  a  cigar  store  may  sell  poorer  goods  to  a  regular  customer  without 


It's  the 
^Starching 


Uumtrrcd   ml    Mungrr'* 
a       kirrn  ill  dupr  10  «.M     f.rn  i..  Ih,   hullnl 

It  N  not  Ih*  imotint  of  iUrr+1  utrd.  but 
I  Ihr  "•>  .1  nmokcd  u>d  *u»  U  u  medl 

&'««&«•£  hu»  u,  do  trwac  Ihingt  i*  why 
•  the  n*mt  Mungrr  i«  to  popuUr  IhrougTUMt 
%  ll»  EMI. 

VuNCERi  LAUNDRY 


A  Hot  Heather  Hint 

o  look  cool    lb** 

to  properly  Uandfr*-!.     Tb« 
Manger    wtj   of  fluUhlnj?  thir 

hich     prod  a 


HUNGERS  LAUNDRY 

' 


A   telephone  call   will    bring 
Phonci  I J50         si » •  M>  S.  Main  SI. 


HUNGERS  LAUNDRY 


l 


Ladies'  Wear 

I   W.  •;  (trtxilv  UIUIM  to  ktm    naxt 
^  ««.  .|  o«nl.  «  »<U  •  «M'l. 

tiirt  •««.  tan  tmm.   it. 
JJ5     !"»''"*  •'"  "m  an  at  iih'- 

^ 

II  m         .  .          . 

tlu  u»  irtiur;  «;.  UU- 

fMM  tor  MI  W  Mr  vifMi  to  all 

We  do  family  washing,  rounh 
properly  starched,  too! 


MUKGWS  LAUHDRY 


Summer  Shirts 

If  you   want   th«   very   bftt   tktrt 
work.  «nd  your  laundry  here. 
Thai  delightful  fmhn 


6ei 


LAUNDRY, 


YOKI  cmn  just  u  well  uvc  the  needle»  eiperue 
inH  useless  M-orrj-  or  wuh-d*y.  by  t  vjing 
our  family  wailung  to  be  rough  dry*/ 

The  Ijidtes'  clotlies  are  w«ahed  utd  sUrched. 
*mly  to  iron,  the  flat  wwk  all  ironed,  ready  to 


Our  »ork  on  shirU,  oolUra  tnd  cuflTi  irtbe 
best! 

Phones  I860    814  S.  Main 


We  are  Joinit   family   washing, 
gh  dry.  at  Gc  per  Ib. 
The    ladies'  clothes  are   washed 
starched   ready  to  iron,  the  flat 
k  all  ironed,  ready  to  use. 

ily  mikiiis,  Mihrfwi  Hat  work. 
Telephone  and  we  will  send  a 
on  for  your  laundry  this  week. 
Good 


always  being  found  out.     Not  every  man  who  smokes  is  a  good  judge  of  tobacco  and 
cigars.     Not  every  person  knows  good  coffee  from  poor. 

"But  almost  every  man  can  tell  whether  his  laundry  work  is  properly  done.  Let  him 
get  his  laundry  with  but  one  spot  on  a  collar  or  one  rip  in  a  garment,  and  he  is  done  with 
that  laundry. 


340  HOW  TO  ADVERTISE  A  RETAIL  STORE 

"I  repeat— a  laundry  must  make  good,  but  in  order  to  make  good  it  must  first  get  tin- 
trial,  with  the  opportunity  to  show  how  good  the  work  really  is. 

"Advertising  is  the  only  method  of  getting  the  trial  orders.  It  may  be  through  news- 
papers or  circulars,  but  whatever  it  is,  it  should  be  the  story  of  good  work:  the  story  of 
quality,  prompt  service,  and  good  treatment  must  be  told  in  a  convincing  manner. 

"You  can  reach  possible  customers  for  your  laundry  easier  than  they  can  be  reached 
by  any  other  trade.  Every  family  needs  laundry  work,  and  you  may  leave  a  circular  iu 
every  house  in  your  district  with  good  effect.  If  it  possesses  the  business  getting  character- 
istics your  increase  in  business  will  be  remarkable." 

The  nine  advertisements  of  the  Hunger  Laundry,  Los  Angeles,  Cal.,  are.  every  one  of 
them,  good  specimens  of  laundry  advertising.  The  name-plate  and  border*  add,  of 
course,  to  their  typographical  appearance  and  attracting  power.  The  text  in  mo*t  ca>es 
is  as  strong  as  it  can  be.  Each  advertisement  takes  up  one  point  and  makes  the  niu*l 
of  it  in  as  brief  a  manner  as  possible. 

The  last  two  advertisements,  devoted  to  "rough  dry"  washings  are  of  the  kind  that 
are  driving  the  home  washings  out  of  fashion.  This  laundry  has  a  "motto"  or  phra*e 
that  they  use  in  connection  with  the  name.  It  is,  "The  laundry  that  knows  how."  Every 
reader  of  the  newspapers  of  Los  Angeles  knows  that  phrase  by  heart  and  no  doubt  often 
think  of  it  to  the  Munger  Laundry's  benefit. 

Besides  the  newspapers,  a  laundry  can  use  leaflets,  folders,  booklets  and  novelties 
to  considerable  advantage.  Solicitors  are  indisjwnsable  to  a  good  laundry  and  should 
systematically  canvass  a  city,  asking  for  new  custom,  more  custom,  and  rectifying  mis- 
takes, settling  claims,  and  in  other  ways  advertising  the  laundry  and  its  policy.  The 
little  leaflet,  or  folder,  should  be  systematically  used  about  once  a  month,  and  should  be 
made  timely.  In  summer  a  leaflet  devoted  to  the  laundering  of  shirt  waists,  ladies'  while 
dresses,  or  children's  white  dresses  would  result  in  many  trial  washing*.  The  *er\ ice 
rendered  if  it  is  good  will  retain  customers  obtained  through  advertising.  -In  the  spring 
and  fall  when  housecleaning  is  in  progress  a  leaflet  devoted  to  the  laundering  of  lace  cur- 
tains, bedspreads,  blankets,  etc.,  would  be  timely. 

Novelties  suggestive  of  the  laundry  work  or  name  of  the  laundry  could  be  distributed 
to  advantage  at  any  season. 


CHAPTER   LIV 

MILLINERY 

OUTSIDE  of  the  department  stores,  millinery  advertising  is  almost  exclusively  con- 
fined to  opening  announcements  and  to  "business  cards"  inconspicuously  dis- 
played. 

This  is  a  mistake,  for  all  women  cannot  buy  their  hats  at  the  time  of  the  millinery 
opening.  Many  of  them  attend  these  openings  and  determine  that  at  some  future  date 
they  will  make  a  purchase,  but  the  advertising  stops  and  they  worry  along  by  "fixing 
over"  the  one  they  have. 

Most  milliners  carry  a  full  line  of  children's  hats,  tarns,  straw  sailors,  etc.,  and  babies' 
bonnets,  yet  we  very  seldom  see  these  properly  advertised.  The  large  dry  goods  stores 
and  the  department  stores  monopolize  this  trade  because  they  advertise  these  lines.  If 
instead  of  a  business  card  that  is  left  standing,  week  after  week,  some  line  is  featured  in 
each  advertisement  the  exclusive  milliner  will  have  a  larger  profit  account  at  the  end  of 
each  season  than  is  usually  the  case.  Besides  these  lines  there  is  another  that  could  be 
very  profitably  exploited,  and  that  is  trimmings  and  "shapes."  Where  one  woman  buys 
a  hat,  a  dozen  re-trim  their  old  shapes,  or  purchase  shapes  and  trimmings  and  do  the 
work  themselves.  These  form  a  profitable  clientele  for  any  store  selling  these  materials. 
Why  not  advertise  specially  to  them? 


....Ol/fl... 

Spring  Opening 

A  Grand  Success 

W«  an  men  l»an  satlsM  by  atuodaucd  oo  our  »rat  day 
of  tka  otwlDf  tad  bj  ihr-maur  compllm*ntur  remirki 
mad<  by  ta.  ladiM  «ao  atts**>4.  w»  taka  It  that  •••ry- 
ot* wai  alMaaC  Ta»  ero»4  was  »«o  targ  «  to*»jr  aa4  i 


Ta» 

ta  a  kicnr  trowd  . 

ara  alwara  vtlmaa  to  coma  aal  took. 

RISCH  &  McCOY 


An  Announcement 


OF  OIR  OPENING 

and  those  admirable  EASTER  HATS 
with  ill  the  glories  of  the 

New  Spring  Millinery 

are  shown   ready  (or  your  inspection. 
Accept  this  •$  your  invitation  to-come.  ' 
tod  brine  your  friends  with  yon.  • 


L.  S1EINICKEN, 

217  Market  St. 


WEDNESDAY 
THURSDAY 


OPEN  EVENIftCg 


Spring  - 


-  Season 


1*06 


Miss  B.  B.  Hyatt, 

402  King  Street. 


Disliiutiri    Slyta 

in  Misses'  and 

Children's 

Millinery 

A  dainty  model  tor  ( 
young  girl  U  -hewn  in 

braid  body;  hjt  with 
black  velvet  ribbon, 
crush  roses,  and  tiny 
steel  buckles  as  decora- 
tions.  Price, 

$3.00 

Ste  our  pretty  hats   for  glrU       We  tare 

tuit  the  need)  and  the  heads    of  all  pitrKns. 

Wholejale 


1212 
1214 

MAIN  ST. 


Millinery 
Reception 

Spring  ^4>H 

1906 


Wednesday,  Thursday  ®K>  Friday        MARCH 

Cordial   Invitations  •xUndcd  to  all.     Latt*l  Importation*.    Th 
" 


A.  6  L.  JENNY,  210  King  St. 


FRIDAY  AND 
SATURDAY 


97c 


TtUorad  and  Kaady  lo-Wrar 
Trimniad  Btrwt  Ha'\  Tal- 
nat  up  to  12.50.  FriiJaj  \nd 
Saturday- 


97c 


flaa  l&rfe  corner  window — 
25  styles  and  all  colors  t» 
select  from. 


THE  WONDER  MIUINERY  CO. 

COR.  MORRISON  AND  FIRST  STS. 

THE    LARGEST    MILLINERY    HOUSE    IN    THE    WEST. 


To-Day 
Tp-Morrow 
and  Thursday 
Our  Fall    Millinery  Opening 


342 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Rish  &  McCoy,  Mansfield,  Ohio,  believe  in  changing  their  advertisements.  Theirs 
is  an  announcement  of  the  success  of  the  first  day's  opening.  This  is  a  good  feature  of 
an  opening  that  usually  runs  over  three  days. 

I .  Steinicken,  Wilmington,  Del.,  gives  us  an  Easter  opening  advertisement  that 
dfaVn  attention. 

Miss  B.  B.  Hyatt,  of  the  same  city,  has  an  advertisement  that  is  a  mere  announcement. 
No  opening  days  are  announced,  no  invitation  is  extended.  This  is  rather  too  formal 
and  stiff.  Miss  Hyatt  might  have  had  more  visitors  had  she  been  more  explicit. 

A.  &  L.  Jenny,  also  of  Wilmington,  Del.,  have  added  to  the  usual  information  given 
in  these  announcements  that  they  are  showing  a  new  importation  styled  "The  (Jage." 
As  the  object  of  these  millinery  openings  is  to  gather  into  the  store  as  many  visitors  as 
possible,  the  announcement  of  a  specialty  hat  like  "The  Gage  "is  good.    It  will  bring  out  a 
large  number  of  curious  women  who  might  not  have  come  but  for  that  announcement. 
There  is  a  special  reason  why  they  should  attend  that  opening  as  well  as  the  others. 

B.  Adler  &  Co.,  Kansas  City,  Mo.,  give  us  a  style  of  millinery  advert ix-mml  that  is 
bound  to  prove  a  salesmaker.     The  price  of  a  hat  is  something  that  all  women  have 
to   consider,    and  the  milliner  or   millinery   department   advertising  prices   is  sure  of 

good  trade. 

Tin-  Wondur  Millinery  Co.,  Port- 
land, Oregon,  advertise  misses'  and 
children's  headwear.  This  is  ;i  fea- 
ture that  is  usually  overlooked  In- 
most milliners.  Prices  and  special 
descriptions  can  be  used  effectively 
in  such  advertising. 

The  advertisement  of  sj>ecial 
"Tailored  and  Heady  -  to  -  Wear 
Trimmed  Street  Hats"  at  97  cts. 
by  this  company  is  splendid.  It 
shows  an  emancipation  from  old 

channels  that    have  always  been  too 
narrow   and    an   advancement    into 
the  regular  ways  of  modern  trade. 
This  is  good  advertising. 
The  advertisement  of  misses'  $3.00  hats  by  B.  Adler  &  Co.  is  very  well  displayed. 
The  "just  like  cut"  idea  is  the  best  kind  of  advertising  by  illustration.     Cuts  that  actu- 
ally show  a  style  advertised  are  of  considerable  value,  but  only  large  concerns  can  afford 
to  have  cuts  made  especially  for  their  advertisements. 

The  advertisement  of  Siegel,  Cooper  &  Co.,  Chicago,  111.,  is  a  fine  example  of  depart- 
ment store  millinery  announcements.  Prices  are  never  forgotten  bv  these  big  stores. 
They  know  the  value  of  little  figures  too  well  for  that.  The  illustration,  border  and 
name-plate  make  this  a  distinctive  advertisement. 


Richardson  Pianos 
at  $1  a  Week 


f  dirje. 


.    II  remained 

1W5  to  solve  the  piano  buvinj  problem  lot  tfx  pubic.      Throujh 
_  our  unequalled  facilities  ind  liberal  method!  of  dealing,  we  have  ptacej 

the  possession  of  the  best  pianos  »lthin  the  possi  bililies  or  ever/  honu.    Eve/>  puno 
is  fully  ruaranlee/for  ten  years  and  kepi  in  tune  for  one  year  fre 
NO.  •«  on..  IM  «*>,•!«  O__. 

Diehard  son  Piano    rOF 

On  Terms  of  J5  "Down  'and  fl  a  Week. 

Pianos  delivered  to  your  home  on  payment  of  the  »S.    Everybody  can  be  the  poses**  of 
piano  at  a  trilline  outlay—  less  than.lV  a  day. 


We  Jlso  Offtr  tht  Wilson  Piano  far 

"  Wo'iitrj,  Harmony.  Bclford 
and  WCIJIKT  PUDOJ 


MUSIC  AND  MUSICAL  INSTRUMENTS 

THE  piano  is  perhaps  the  best  representative  of  the  musical  family  to  use  for  pur- 
poses of  illustration.     In  this  chapter  we  will  then  speak  of  pianos  as  being  in  a 
manner  the  representatives  of  other  musical  instruments.      In  nearly  all  cases, 
what  can  be  said  of  a  piano  can  be  said  of  nearly  all  other  classes  of  musical  instruments. 
All  have  tone,  all  have  finish,  and  all  have  durability — the  three  points  most  usually 
emphasized  in  advertising. 


MUSIC  AND  MUSICAL  INSTRUMENTS 


343 


The  music  dealer  has  two  audiences  to  advertise  to — the  general  public  on  the  one 
hand  and  the  musician  on  the  other.  An  advertisement  written  to  appeal  to  one  class  will 
!i.i,.lly  touch  the  other.  If  it  is  written  for  the  expert  eye  it  may  fly  over  the  heads  of  the 

masses.  If  it  is  written  to  cater  to  the  popular  tastes  it  is 
apt  to  cause  a  curl  of  contempt  to  overspread  the  expert's 
features. 

Newspaper  advertising  should  be  directed  toward 
the  great  buying  public.  The  piano  should  be  treated 
as  any  other  article  of  common  'utility  and  sensibly 


CLUCTT  {l  SONS 


described  and  priced  when  pos- 
sible. 

Such  advertisements  as  that 
of  Metropolitan  Music  Co.,  Min- 
neapolis. Minn.;  duett  &  Sons. 
Troy,  N.  Y.,  are  pretty  nearly 
valueless.  There  is  not  enough 
information  in  any  of  them  to 
make  one  pause  long  enough  to 
even  read  the  name  of  the  piano, 
let  alone  remember  it. 

The  advertisement  of  Bloom- 
ingdale's,  New  York  City,  is  the 
exact  opposite  in  every  respect. 
In  this  advertisement  the  whole 
story  is  told.  Terms  are  given 
in  a  way  that  impresses  one  that 
they  are  not  only  low  but  that 
they  are  the  lowest.  This  kind 
of  advertising  makes  people  call 
to  see  the  instruments  offered. 

Gimbel  Brothers,  Milwaukee, 
Wis.,  advertise  pianos  in  an  in- 
teresting manner,  yet  not  quite 
so  sensationally  as  Blooming- 
dale's.  At  Gimbel's  we  are 
offered  a  saving  of  fifty  per  cent., 
while  at  Bloomingdale's  we  can 
buy  a  piano  for  $1  a  week — 


After  Christmas  Sale 

PIANOS 


New  $250.00 
New  $300.00 
New  $325.00 
New  $350.00 
New  $375.00 
New  $400.00 
New  $450.00 
New  $500.00 
New  $550.00 
New  $600.00 


Pianos  go  at 
Pianos  go  at 
Pianos  go  at 
Pianos  go  at 
Pianos  go  at 
Pianos  go  at 
Pianos  go  at 
Pianos  go  at 
Pianos. go  at 
Pianos  go  at 


$108.00 
$127.00 
$137.00 
$158.00 
$167.00 
$198.00 
$227.00 
$238.00 
$267.00 
$298.00 


TERMS: 


$10.00  Down -$5.00  Per  Month  or  $5.00  Down 
and  $1.00  Per  Week. 

Special  Bargains 

Raines  Bros.,  Squares  .  -   $20.00 
ChickeringBros.,  " 
Jscob  Bros.,       "  .  , 
Marshall  &  Wendell  upright    $60.00 
Sterling  "       $75.00 

Ludwig  H 


And  Many  Others  Stock  consists  of  such 
well-known  makes  as  Kimball,  Gabler, 
Blasius&  Sons,Chickering  Bros.,Needham, 
Haines  Bros.,  Nelson-Cabel,  Schaff  Bros. 


POPPENBERG'S 

L»       67O-672  MAIN  STREET,  CITY 


and  no  interest,  mind  you.     The  headline  in  the  Gimbel  adver- 
tisement is  good  and  so  is  the  illustration. 

Poppenberg's,  Buffalo,  N.  Y.,  are  reaching  for  business  by 
having  an  after  Christmas  sale.  The  illustration  is  strong  in 
eye  catching  power,  but  is  of  little  use  otherwise.  Descriptive 
matter  is  lacking,  and  the  plan  or  reason  for  the  sale  should  be 
made  plain.  Too  much  heavy  type  detracts  from  the  force  of 
the  display.  A  round  cornered  rule  border  would  give  the 
advertisement  a  more  finished  appearance. 


Red  Tag 


The  Price 


By  cur  easy  payment  plan  every 
fatally  in  moderate  circumstances  may 
own  a  high  grade  piano. 

Martin  Bros/ 
Piano 

It  sold  "  from  Factory  to  Home."  Ths 
price  of  every  piano  is  marked  in  plain. 
figures. 


69  -State  Street—  69 


LA 


PL; 


The  musical  possibilities  that  are 
latent  in  the  Laiiter  Playerpiano  are 
limitless.  With  this  wonderful  instru- 
ment any  non-player  can  play  artis- 
tically any  composition  he  may  have 
in  mind,  be  it  classical,  popular, 
dance,  vocal,  etc.  The  instrument  can 
also  be  used  as  a  regular  piano  for 
playing  by  hand.  It  is  TWO  PIANOS 
IN  ONE,  and  the  change  from  one 
form  to  the  other  can  be  made  instan- 
taneously. 

We  can  take  your  present  piano 
in  part  payment. 

ZsAirT&R     c  o: 

127  NEWARK  AVE.    JZ1LSRYCITT 

BruckSMW.4i-ra.3tFM.   Hc 


The  First-water 
Diamond 'of  Piano  Perfection 


lonel.  voicmz  the  Weddinr  Match 
and  Bnde'i  Sonf,  reflect  the  harmonious  detlinie 
ol  the  milr  wedded.     A  hnl  to  the  brid 


What  preiem  more  Cttiaf  to  the  malchleii  Philadelphia  brid 
bu  the  Mitchleu  Ph>Udelph'u-mid«  Cuccutfhi 


Chestnut  and  llth  Streets 

SOU,  SlfML  P., 


RAY 


SAVED 


Exhibition  Sale 


That's  all  you  pay.  $10  dovrn  and  tlO  por  month,  but 
you  must  bay  before  the  and  of  Exhibition  week  if  you 
want  to  save  approximately  (80  on  the  Piano. 

This  moans  8  payments  all  made  on  a  Piano  the  min- 
ute you  pay  us  $10  and  hare  the  Piano  dalirered.  Think 
of  it.  lu  buying  NOW  the  Piano  is  paid  for  S  months 
quicker  than  it  you  bought  the  instrument  at  the  regular 
price. 

If  you  lire  in  the  city  you  ought  to  be  in  our  store  in- 
side of  an  hour  after  reading  this. 

Come  in  to-day  and  linre  a  Piano  delivered  in  your 
home  to-morrow,  with  !80  practically  paid  on  it 


Mason  &  Risch  Piano  Co.,  Ltd. 

356  Main  Street,  Winnipeg,  Man. 

SELL  DIRECT  TO  YOU  FROM  life  FACTORY. 


REAL  ESTATE 


345 


Prices  are  given  with  a  vengeance.  In  fact  there  are  so  many  prices  given  without 
tin-  proper  information  attached  that  they  would  naturally  be  nearly  meaningless  to  most 
people.  The  terms  and  special  bargains  are  given  correctly  and  should  have  made 
bargain  hunters  stir  themselves. 

The  music  dealer  can  make  good  use  of  fancy  borders  in  newspaper  advertising.  In 
fact  he  may  use  fancy  borders  around  his  advertisements  that  would  be  out  of  place  in 
many  other  lines. 

Piano  advertising  is  almost  all  done  along  the  same  lines.  There  is  a  lack  of  origin- 
ality in  all  the  descriptions.  Take  any  advertisement  reproduced  in  this  chapter  and 
change  the  name  of  the  piano  advertised  and  it  will  answer  as  well. 


A  Great  Piano  Sale  :  Are  You  Interested  in  Saving  50  Per  Cent? 


Did  >ou  diop  IB  today  -nd  MC  it*  wk  .«  ptwyirt., »  II  >og  d.d  you  k»o*  »omelh.Rg  about 
the  **j-  MJ»Awlv«  peopfc  *e<.poi»d«J  LHHK  *nnou.>«t.ticni  oi  ihu  »PWL»I  w(e  ol  puncn 
I'oftuftitrly  w«  tud  very  nuny  pi«nu«  jnd  the  ulc  »-ll  be  pretty  nearly  u  *Urjcit.«  lot 
.1.  choox  .S<  .n»itun.cnl  ih-i  pl«j»e»  ,our  cju  And  *ye 
Wry  Ctott*  »nd  L«r«*  >e<*i  oC  Iv.r.  <-  Pond  Piano* 


*nd  our  gutf*iuec  ol  latufAaion  make*  the  tranucuon  is 
to  purchAn,  drop  in  Any    way  Mid  get   posted  oaow  pr 
(Aioriie  And  il  you  cannot  tome  dowr,.  either  telephone  ( 
chaser*  *re  ^ivcn  special  *ttcniioo — write  to  u\ 
»  WWt    From    tprigh..  »»d  Grind..    T«rtn*  Vary  ItAV 


eo  i/  you  Are  aol  ready 

the  liu.  chopM  your 

Oui  94    IOWD  par- 


Used  and  Second-Hand  Upright  and  Grand  Pian 


•us- 
it*  li 


Gimbel  Brothers 


Martin  &  Martin,  Rochester,  N.  Y.,  and  Mason  &"Risch,  Winnipeg,  Man.,  both 
emphasize  price,  but  the  latter  has  the  stronger  advertisement. 

The  illustration  used  by  the  Cunningham  Piano  Co.,  Philadelphia,  Pa.,  lacks  origin- 
ality. This  idea  has  been  used  in  almost  every  line  of  business,  and  is  rather  senseless. 

The  advertisement  of  the  Lauter  Co.,  Jersey  City,  N.  J.,  is  of  a  player-piano.  The 
talk  is  straight  to  the  point.  Prices  might  have  added  to  the  pulling  power  of  this  adver- 
tisement. Everyone  does  not  know  what  a  piano-player  costs.  Advertising  should  be 
as  educational  as  possible. 


CHAPTER  LVI 


REAL  ESTATE 

THE  live  real  estate  dealer  advertises  these  days.     He  makes  business.     There  was 
a  time  when  he  had  properties  listed  at  his  office  and  there  awaited  some  inter- 
ested person  to  whom  they  might  be  shown.     His  only  advertisement  was  a  card 
in  his  local  paper  stating  that  he  was  a  "Real  Estate  Agent."     Not  so  to-day.     The 
live  agent  has  large  advertisements  describing  properties.   He  has  agents  looking  around 
all  the  time  for  possible  buyers. 

The  advertising  is  much  improved,  going  into  details,  showing  up  the  advantageous 
points  of  the  properties,  telling  why  it  is  a  good  investment.  It  does  not  abound  in  gen- 
eralities as  of  yore,  but  delights  in  giving  details. 

The  Pensacola  Investment  Co.,  Pensacola,  Fla.,  advertisement  is  an  example  of  the 
old  style  that  says,  "We  have  real  estate  for  sale."  The  Eugene  G.  Russell,  Lowell, 
Mass.,  advertisement  is  a  type  of  those  that  say,  "We  have  a  house  and  lot  for  sale  cheap; 
it  has  eight  rooms,  etc.;  it  is  a  bargain  at  $4 ,.500."  Which  advertisement  is  more  likely 
to  sell  real  estate?  Surely  not  the  one  from  Pensacola. 


UM  u»ot  which  you  b»»»  all  b««n  waiting 

These  are  the  cheapest  lots  e 
market  anywhere  around  G 
at  only  W  down  and  $1  a  we 


FREE 
STREET  CAR  FARE 

TO 

JACKSON 
—PARK 


Just  to  show  you  the  best  home  building  site  in  Ev- 

ansville.    Don't  take  my  word  for  it,  but 

come  out  and  see  for  yourself. 


JACKSON  1'AKK  h»  artificial  ttone  walkt;  shade  tr».,eu  and  electric  lifht. 
city  water;  fire  and  police  protection,  graded  <treet>,  and  perfect  dr»in»oe. 
Jackson.  Park  is  the  only  place  where  you  can  buy  lots  <     •' 


i  tr,c» 


$1.OO    DOWN,  AND  $1.OO    PER    WEEK. 

No  interest,  rfo  taxes,  in  lact  nothing  to  pay  but  .one  dollar  per  week.  There  are 
no  strings  tied  to  this  proposition..  The  Peoples  Saving*  Bank  or  Ohio  Valley 
Trust  Company  stand  back  ol  every  contract  As  an  investment  a  Jackson  Park 
lot  can  not  be  equaled.  Just  as  safe  as  a  government  bond. 

Stop  that  eternal  rent  bill.  Make  the  start  to-day.  It  only  takes  one  dol- 
lar. After  your' lot  is  paid  for  I  will  secure  the  money  to  build  you  a  home. 

Mr.  Homer  Rose.  1605  Walnut  Street,  bought  two  Ion  on  thi»  plan  tod  i» 
now  erecting  a  beautiful  home. 

—  COME  TO-DAY  — 

or  any  afternoon  and  look  over  the  prop- 
erty at  my  expense.    Take  car  going  up  Sec- 
ond Street  and  get  off  at  Emmett  Street,  or  take 
Eighth  St.  and  Washington  Ave.  car  to  Carvin  9t 

W.  F.  LITTLE, 

Phone  956.    214  Upper  2d. 


REAL  ESTATE 


347 


This  is  where  the  old  time  real  estate  agent  quits  work.  When  he  had  gone  so  far 
he  thought  he  had  reached  the  limit.  But  now  the  agent  must  have  a  new  subdivision 
opened  at  least  once  a  year.  Pages  and  half-pages  in  local  papers,  balloon  ascensions 
and  fireworks,  free  ear  rides  and  any  other  attraction  that  will  draw  a  crowd  to  the  spot 
are  freely  used.  The  real  estate  agent  has  an  office  there  (often  in  a  tent),  and  takes 
everv  prospective  buyer  in  tow.  But  first,  streets  must  be  laid  out,  water  connections, 

gas  mains,  electric  lights,  telephone  lines, 
paved  streets  and  other  improvements  must 
be  completed.  Then  by  the  aid  of  the  brass 
band  and  the  other  side-show  attractions  the 
buyers  are  assembled. 

The  inducements  to  purchase  are  in- 
numerable and  often  varied.  Easy  payments 
are  among  the  winners.  In  some  cases  lots 
are  sold  at  nominal  figures  to  any  one  who 


in  order  to  get  the  greatest  profit  from 
it.  and  yet  have  jt  safely  invested? 
Stocks  are  unreliable.  Daily  'events 
prove  it. 

Good  Real  Estate  is  Profitable, 

and  is  bbsclutcly  safe,  too  It  grows  in 
value  each  year  We  have  some  in- 
vestments worthy  of  your  investigation. 
Will  you  call  arid  let  us  talk  it  over?, 

Pemsacola  I!  investment  Co. 

».  H.  IfUmmatTt,  Clit  Waiuifwi 

w.  i.  UIOWLIS.  rrtiia.ni.  «.  a.  imrsoK.  hcrour 

J.  «    STILUMN.  V-mi.  ulGu.  Mmfir  KNOWLtS   HU.    Tmiurir. 

Rm»l  liital*,  <«•»•.  CeiMpaf  fnv««tiM«Nfc. 

215   South    Palafor   Street,    Paniacola.    Florida. 


will  build  at  once  a  house  of  a  certain  size  and 
value.  This  is  often  done  when  the  tract  being 
sold  in  building  lots  has  but  recently  been 
known  as  farm  property. 

When  once  a  prospective  buyer  gets  into  an 
agent's  hands  it  is  hard  for  him  to  get  away 
without  buying  a  lot  of  some  kind.  He  is  fol- 
lowed up  constantly  with  personal  and  printed 
or  written  solicitations  to  purchase. 

W.  F.  Little,  Evansville,  Ind.,  uses  his  face 
as  a  coupon  good  for  carfare.  The  idea  is  not  a 
bad  one,  for  there  should  be  some  check  upon 
the  demands  for  free  carfare. 

A  reading  of  the  advertisements  of  the  Pru- 
dential Imp.  Co.  and  W.  F.  Little  will  show 
clearly  the  manner  in  which  these  new  locations 
are  opened  up. 

The  real  estate  business  has  even  extended 
into  the  mail-order  field.  Not  merely  in  isolated 
cases  where  farms  are  exchanged  for  city  prop- 
erty and  vice  versa,  but  where  whole  plots  and 
villages  are  sold  to  persons  who  have  never  seen  the  land.  That  there  is  profit  to  be 
made  in  real  estate  every  agent  knows,  but  as  a  usual  thing  he  is  content  to  pocket  his 
commission  and  be  satisfied,  instead  of  advertising  and  pushing  sales. 


A  Home  Worth  Its  Weight 
hi  Cold 

That  figgrntivcly  speaking   is  (lie  beautiful  home  (bat 
nc-  ohVr  lor  falo 

It  is  situated  in  the  Highlands,  on  one  of  the 
preltiest  streets,  anil  the  surroundings  arc  of  the  most 
pleasant  nature  It  is  handy  to  street  cars,  churches 
and  schools,  and  is  in  fact  on  ideal  home. 

The  house  contains  eight  well  lighted  and  sonny 
rooms  and  they  arc  perfectly  appointed.  It  is  finished 
in  the  best  of  materials  and  has  every  modern  conve- 
.•niencc— bsth,  ripen  plumbing,  hot  and  cold  water,  set 
tubs,  furnace  heat,  cenrpnted  cellar.  Besides  this 
•  there  is.  a-Urje  k>t,ofjajjd.  , 

Words  are  far  too  inadequate  trt  describe  this 
elccant  house-to  be  appreciated  it  must  he  seen.  We 
want  YOU  to  come  to  our  office  TOMORROW  and 
allow  us  '.3  shpw  you  this  house  and  explain  to  you 
more  fully 

The  price"that  ws  ask  for  this  well  built  and  at- 
tractive home  is  so  low  that  you'll  wonder  why  we 
can  sell  it  at  that  price— 84500  I 

COME  TOMORROW  AND  SEE  IT 
'YOUR  SATISFACTION  IS  OUR  SUCCESS.' 


EUGENE   G.   RUSSELL 

Real  Estate  and  Insurance 
407  Middles;!  Street  Near  Depot 


348 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


CHAPTER  LVII 

SHOES 

SHOE  advertising  has  improved  most  wonderfully  during  the  last  ten  years.     In 
fact  the  improvement  in  shoe  advertising  has  been  greater  in  some  respects  than 
that  of  any  other  class  of  advertising,  except,  of  course,  department  store  adver- 
tising as  a  whole,  which  includes  shoe  advertising.     This  improvement  is  due   largely 
to  the  manufacturer  who  has   taken   his    -^.  .      . 

Ul  Course,  the  ICet 


place  in  the  retail  world.  He  has  hired 
experts  to  prepare  his  advertising.  It  was 
good  advertising  —  resultful  advertising. 
Other  manufacturers,  who  sold  their  wares 


yollfS, 


BUI 


through  the  retailer,  began  to  take  notice,    (hey  WOllld  look 

and    finally    began  preparing   advertising 

matter  for   the   retailer's  use.     This  was 

supplemented  by  suggestions  and  samples 

of    good    newspaper    advertisements. 

Besides  this  he  furnished  the  retailer  with 

large  quantities  of  good  cuts  for  newspaper 

use.     These   helps,  and   the    competition 

encountered   from   the  manufacturing  re- 

tailer, aroused  the  shoe  retailer  and  started 

him  on  the  road  to  improvement. 


better  and 
feel  better 


in 


Are  Imperial  Shoes. 

They  are  King  in  every-phase  that  goes 
to.make  the  highest  type  of  men's  shoes. 
King  in  name.  King  in  quality,  King  in 
fashions,  King  in  fit.  No  other  make  Tike 
them,  nor  equals  them.  There  is  a  kingly 
atmosphere  to  them  that  is  refreshing. 
Come  in  all  good  leathers,  in  all  correct 
styles,  and  all  sizes  to  suit  every  foot 

If  deiltr  doesn't  cany  Kinf  Quality  tend  for  pnc«d  cii  alofu. 

ARNOLD  SHOE  CO,  N.  Abinzton,  Mass. 

F£  SIT  Boley  Clothing  Co. 
THE  SHOE  OF  SHOES 


In  the  face  of  this  improvement  there 
is  a  great  deal  of  poor  shoe  advertising 
being  done;  a  great  deal  of  senseless  shoe 
advertising;  a  great  deal  of  useless  and 
wasteful  shoe  advertising.  This  costly  and 
least  resultful  advertising  is  not  being 
done  by  the  merchants  who  realize  the 
value  of  good  advertising,  but  by  those 
who  advertise  because  their  competitors 
advertise;  who  advertise  because  they 
wish  to  get  the  custom  of  the  public. 
Added  to  these  are  many  who  are  merely 


You  would  not  have  to  spend  money  for 
new  shoes  so  soon  again,  either. 

The  patent  "Urfit" 
helps  them  to  wear  well — 

preserves  their  artistic  style  and  dressy 
appearance  by  holding  up  the  sides,  keeping 
the  feet  steady,  the  heels  from  slipping — 
and  the  shoes  from  twisting  out  of  shape. 


SHOKS 


349 


advertising  because  they  have  been  accustomed  to  do  so,  but  who  do  not  think  adver- 
tising pays  very  well. 

It  is  a  remarkable  thing  that  any  merchant  can  be  found  who  really  does  not  believe 
that  advertising  is  a  good  business  proposition.  Yet  there  are  some  who  honestly  believe 
that  advertising  is  a  useless  expense.  They  are  the  ones  who  are  doing  the  most  of  the 
poor  shoe  advertising.  But  not  all  of  it.  The  Manss  "Urfit"  advertisement  proves  this 
fact.  This  advertisement  was  no  doubt  prepared  by  an  advertising  agency  and  is  only 
one  of  a  series.  It  is  not  likely  that  many  readers  of  this  advertisement  ever  got  as  far  as 
the  meat  of  the  advertisement  which  is  contained  in  the  last  six  lines.  The  cut  is  one  that 
will  attract  attention,  and  it  is  granted  that  when  attention  is  gained  for  the  cut  it  is  also 
gained  for  the  trade-mark  name,  which  by  the  way  is  one  not  very  easily  remembered — 
until  seen  again. 

The  shoe  advertiser  h:ts  a  large  range  of  subjects  upon  which  to  write.  He  can  talk 
about  the  style  of  the  shoe;  about  its  titling  qualities;  about  its  wearing  qualities,  and 
about  its  general  de- 
sirability. He  can  tell 
all  about  the  leathers 
and  linings,  how  the 
shoe  is  made  and  by 
whom  it  is  made. 
There  are  any  num- 
ber of  details  that  can 
be  brought  out  with 
a  little  thought  and 
study. 

One  of  the  best 
classes  of  advertising 
being  done  by  the 
shoe  merchant  is  that 
which  might  be  called 
educational  advertis- 
ing. This  class  of 
advertising  is  repre- 
sented in  the  Regal 
advertisement.  The 
border  represents  the 
''buzz-saw  test " 
which  was  made  so 
much  of  by  this  firm 
some  years  ago.  The 
Regal  advertising  is 

good   advertising.     This  is  proved  beyond   a 
advertised. 


doubt  by  the   success  of   the  business 


Compare  the  Regal  advertisement  with  that  of  the  King  Quality  advertisement.  The 
latter  is  weak  and  uninteresting,  while  the  former  is  instructive  as  well  as  interesting.  If 
one  once  starts  to  read  the  Regal  advertisement  it  is  likely  that  it  will  be  read  to  the  end, 
but  it  is  questionable  whether  one  could  say  the  same  for  the  advertisement  of  King 
Quality.  Both  advertisements  are  prepared  by  experts,  so  that  both  should  be  good. 
The  King  Quality  advertisement  is  a  style  adopted  by  many  manufacturers  who  agree 
to  advertise  their  shoes  for  the  retailer.  The  advertisements  are  prepared  to  suit  all 
cases  and  are  usually  too  general  to  be  very  effective. 

In  advertising  a  new  line  or  style  there  is  a  great  deal  of  latitude  allowable  in  making 
the  presentation.  The  advertisement  of  Saks  &  Co.,  Washington,  D.  C.,  shows  how 
daintily  a  dainty  style  can  be  represented  on  paper.  The  cut  of  the  pump  gives  one  an 
idea  of  what  the  shoe  is,  while  the  commendatory  description  completes  a  desire  to  possess 


350 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


a  pair.     The  price  has  been  shown,  which  makes  the  advertisement  complete  in  every 
detail.     The   display  is  excellent. 

Seasonable   advertising  and  advertising  to  certain  classes,  or  advertising  shoes  for 
certain  occasions  is  one  of  the  best  methods  of  gaining  direct  results.       Men's  working 


PUMPS 

ffst  HAT  trim,  low-cut  shoe  . 
(M  known  as  the  Pump  is  dis- 
vi/  tinctly  of  the  shoe  aristoc- 
racy. It  shows  it  in  every 
line.  It  is  daintily  feminine  and 
tremendously  popular.  Many  pump* 
are  made  over  the  same  lasts  as  are 
Boots  and  Oxfords.  Such  are  sure 
to  be  misfits.  "Queen  Quality" 
Pumps  are  made  over  a  real  Pump 
last  made  exclusively  for  this  pur-, 
pose.  We  illustrate  a  new  Custom 
Grade  Style  made  of  Patent  Leath- 
er. We  also  have  the  same  style  in 
Gun  Metal.  The  assortment  is  com- 
olete. 


g>afcs  &  Otompamj 

Pennsylvania  Ave. 


Seventh  St. 


HOLBROOK.   THB  SHOE  .V.I  V 

QONF1RM71TION 
SHOES 

\^  FOR  BOYS  AJVD  GIR*  S  j 


#2.00  to  $3.50 


HOLBROOK'S 


n 


shoes  are  sold  in  sufficient  quantities  by  some  Shoe  merchants  to  warrant  considerable 
advertising  to  the  laboring  classes.  This  can  ISnly  be  done  by  advertising  the  <  la--  of 
goods  they  wear.  It  is  not  sufficient  to  say,  "Shoes  from  $1  to  $7."  The  statement  must 
be  definite.  "Men's  hard  wearing  working  shoes  for  $2."  That  is  a  definite  statement 
and  will  start  a  working  man  thinking. 

Holbrook's,  Columbus,  Ohio,  is  a  type  of  this  style  of  class-advertising.     At  certain 
seasons  of  the  year  there  are  thousands  of  children  confirmed  in  every  large  city  like 


Mr  $3-00  "Derby"  low  Shea 
{or  women  are  irresistibly  attrac- 
tive this  season.    I  believe  that 
there  cannot  be  any  finer  finish  or 
style  or  dash  injected  into  a 
$5.00  custom  made  low  shoe. 
So  positive  am  I  that  I  am  sine  t 
can  please  the  most  critical 
woman  in.  Tray. 


Uroadtvay, 
1  Troy. 


Pat  Colt  ana 

Gun  Metal 

Gibson  Ties, 


WALTER'S 


Columbus.  Holbrook  has  taken  advantage  of  this  fact  and  advertises  shoes  suitable  for 
confirmation.  This  advertisement  is  well  displayed,  but  it  is  very  loosely  written.  The 
sentences  are  cut  off  in  one  case  and  are  too  long  and  loosely  constructed  in  another. 
"Shoes  for  style  and  fit"  is  an  incomplete  sentence.  Look  at  the  next  sentence,  "Our 


SHOES 


351 


Nell-White  Co 


assortment  this  season  is  exceptionally  large  in  colt  skins 
for  confirmation  shoes,  button,  lace,  or  blucher,  light  or 
extension  soles,  all  sizes  and  widths."  Here  is  an  im- 
provement : 

"Larger  assortment  than  usual  of  colt-skin 
shoes,  that  are  extremely  stylish  and  perfect  fit- 
ting. We  have  them  in  button,  lace,  blucher  — 
light  or  extension  soles  —  all  sizes  and  widths." 


putt.' 


Styles  flow  Ready. 


••«*R  snots  IIUT  fir 


"Prices  arrange  from  $2  to  $3.50"  is  surely  a  misprint, 
and  a  very  bad  one. 

The  advertisement  of  Millard's  is  a  beauty.     White  space  is  so  effect- 
ively used  here  that  the  advertisement  cannot  escape  attention.     The 
bunching  of  the  type-matter  in  one  corner  makes  it  look  inviting.     It 
is  inviting.     Who  can  resist  reading  a  short  piece  in  a  paper? 

This  advertisement  is  a  ty]>e  of  the  personal  style  of  advertising.     Millard  does  not 
hide  behind  a  "we"  but  boldly  comes  out 
and  says,  "I." 

Oviatt  Shoe  Co.,  advertising  the  Dorothy 
Dodd  shoe,  have  an  illustration  that  is  very 
suggestive.  The  text  is  rather  weak  and 
the  typographical  display  is  poor.  There 
are  too  many  commonplace  statements  and 
too  many  display  lines.  Such  would  be 
the  criticism  of  an  advertisement  of  an  un- 
named shoe.  In  the  case  of  a  specialty 
shoe  which  has  been  largely  advertised 
such  an  advertisement,  which  is  intended 
merely  to  remind  the  reader  of  the  Dorothy 
Dodd  shoe,  is  not  bad.  This  is  what  is 
called  "general  publicity,"  and  should  not 
be  indulged  in  by  retail  merchants.  They 
should  go  out  after  direct  results.  Sales  at 
a  profit  now  are  what  they  should  look  for. 
Walter's,  Wilkes-Barre,  Pa.,  use  a  style 
of  advertising  that  is  bound  to  bring  good 
results.  They  evidently  believe  in  doing 

one  thing  at  a  time.  This  style  of  advertising,  made  seasonable,  persisted  in  month  after 
month,  year  after  year,  with  the  use  occasionally  of  large  spaces  to  exploit  special  sales,  or 
spring  or  fall  openings,  will  surely  win  its  reward.  The  same  advertisement  should  never 
appear  twice.  Every  issue  should  bring  a  new  story  or  a  new  chapter  of  the  old  story. 
Neil-W7hite  Co.,  Fresno,  Cal.,  advertise  a  "special"  along  the  same  lines.  The 
border  effect  made  in  connection  with  the  cut  is  very  good. 

Glover's,  South  Norwalk,  Conn.,  is  the  style  of  advertising  that  starts  merchants  to 
thinking  "advertising  doesn't  pay."  It  tells  nothing.  It  gives  the  prospective  pur- 
chaser no  idea  of  style,  fit,  comfort,  wear  or  other  points  of  merit.  An  advertisement 

should,  like  a  newspaper  item,  give  live  news  about  the 
subject.  Don't  make  the  dear  public  guess  at  things. 
Don't  make  the  advertisement  so  that  they  may  possibly 
understand,  but  make  it  so  clear  that  they  cannot  fail  to 
understand.  Make  definite  statements  about  specific 
goods  and  quote  prices  always. 

Strange  &  Skinner,  Binghamton,  N.  Y.,  show  what  can 
be  done  with  only  six  inches  of  space.  This  advertisement 
is  reduced  from  three  inches  across  two  columns.  Half 


352 


HOW  TO  ADVERTISE  A  RETAIL  STORK 


of  the  space  is  taken  up  with  an  illustration,  yet  they  find  room  to  tell  the  public  that  their 
"low  shoes  are  not  sawed-off  high  shoes,"  that  they  will  fit  and  not  rub  or  chafe  the  heel. 
The  point  is  well  taken.  The  manner  of  advising  "tans"  is  rather  ingenious  and  off- 
hand, and  the  idea  intended  to  be  conveyed  will  perhaps  be  unconsciously  absorbed  by 
most  of  the  readers  of  this  advertisement. 


CHAPTER   LVIII 

THINGS  TO  EAT 

THE  grocer,  the  baker,  the  butcher  and  the  confectioner  do  not  do  as  much  adver- 
tising as  they  should,  and  when  they  do  it  is  about  as  poor  as  any  done  by  retail 
merchants.     The  bulk  of  their  advertising  has  degenerated  into  a  bargain  list 
which  suggests  stale  and  unsaleable  eatables.     Prices  >li<>ul(l  ]><•  given  in  all  kinds  of 
advertising,  but  the  bargain  idea  should  not  be  allowed  to  suggest  inferior  wares. 

Quality  should  be  the  keynote  of  all  advertising  of  all  kinds  of  foods.  It  should  be 
educational  to  a  large  extent,  telling  the  housewife  how  to  distinguish  between  the  good 
and  the  inferior  brands.  It  should  be  given  a  tasty  and  appcti/ing  flavor  l.v  the  use  of 
dainty  borders  and  fancy  display  and  illustration.  Food  values  should  be  taken  up; 
variety  should  be  suggested;  little  known  goods  should  be  adverti>ed.  Fresh  arrivaU  of 
all  classes  of  food-stuffs  make  interesting  advertising.  At  all  times  the  advertising  should 


HOME  GROWN 

POTATOES. 


ST.  CliiLES 

iTiriimi  uui. 


JLI.L.O 

lie  UclKiois 
OESSLKT 

JELL-O  M  IW  yanhi  b»- 


DON'T    HESITATE    TO 
SEND  THE  SMALL- 
EST ORDER 
HERE- 


We've  toenc  Um  n,  iiiltl 
»:l»  ".c». 

Buckwheat  and 
Clover  Honey 


We're   quouif   *  very  low 


JELL-O 
Ice  Cream  Powder 


bw>«i 

>vmt<,,   Mreray  kiAaf  tke 

Comb  HoKy. 
Buckwheat  or 
Clorcr 


ROSE'S  Cash  Store 

73  frinklln  St. 

roceries  and  (teats. 


ROSE'S. 

CrKcrk.  >U  nuu. 
71  FRANKLIN  STREET 


71.  Franklin  Street. 

Groceries  and  Meats 


ROSE'S, 

73  Franklin  St- 

(iFOtKIES  and  (IE0TS. 


be  seasonable.     Vegetables  out  of  season  and  early  fruits  give  materials  for  eood  season- 
able advertising. 

The  grocer  should  present  his  wares  at  as  timely  intervals  as  possible.  Fresh  vege- 
tables m  season  and  canned  vegetables  and  fruits  in  their  season— Lenten  goods  in 
i,ent  and  tancy  groceries  at  their  proper  time.  Freshness  and  cleanliness  should  always 
be  suggested  by  frequent  and  regular  changes  of  advertisements. 

The  advertising  of  one  thing  at  a  time  should  be  adopted  by  the  grocer  and  carried 

out  all  the  year  around.     All  of  this  applies  equally  to  the  baker,  the  butcher,  and  the 

They  have  their  seasons  as  well  as  the  clothier  or  shoe  dealer.  Timeliness, 

cleanliness,  freshness  and  seasonableness  should  characterize  all  the  advertising  of  food- 

E.  C.  Tade,  Decatur,  HI.,  makes  a  good  bid  for  the  grocery  business  of  Decatur. 


THINGS  TO   EAT 


353 


I'lir  idea  of  giving  prominence  In  soiiu-  seasonable  line  and  offering  special  values  in 
others  is  well  worked  together  in  this  advertisement.  "We  never  lower  the  quality;  it's 
always  the  price,"  would  make  a  good  catch  phrase  for  a  grocer  catering  to  the  masses. 

The  advertisements  of  Hose's  ( 'a>h  Store,  Kingston,  N.  Y.,  show  to  some  extent  the 
varietv  that  there  is  to  a  grocer's  stock.  In  these  we  have  an  advertisement  of  vegetables, 
one  of  jellv  powders,  another  of  honey,  another  of  evaporated  cream,  and  one  of  a  general 


POTATOES 

65  Cents  Per  Bushel 

5  Bu.  or  More  63c  Per  Bu. 

These  ]n>t;it<ies  arc  fine  Mirlii^an  potato*1* 
—the  kind  that  every  house  wife  "ill  appre- 
ciate. Kaeh  Imxlirl  contains  four  full  pecks. 

Again  we  wish  to  remind  you  of  our  hii;h 
grade  KTOcorirs.  It  means  ivuiiimiy  for  you  t'j 
send  us  vour  orders.  We  never  lower  tlie  qual- 
ity, its  alwax  s  the  pi  ire.  Xute  belmv  a  few 
money  savors  for  today  and/  Wednesday. 
There  are  many  more  here.  . 


0  bars    L«"««    »0«p 

bin  Old  Fe«ntr,  So 

Iba.  D.:k  Clar«h 


Ib.  rts^l.r  lie  Me«n«  an.  J.v.  Code.  .......  JO. 

Ik.  Kigh  ftit  }mr»rM  tea.  epeciil  »rx.  ...... 

cane  Lincoln  P«rk  tolet  corn  ................  25. 

&».  tenu  CUr>  Prunes  ......................  M« 

Cull  or  teleph:no.    Your   order   will  receive 
prompt  attention. 


E.  C.  TADE 


1117  N.  Water  Ct. 

CC3HART  BLOCK 


Both  Phones. 


Havo  you  ever 

tasted  Canned 

Sweet  Potatoes? 


ntr"n  K>  MM  U««  >»«  «J«a 
that  TW  would  cook  Bad  serr. 
lodir  that  jrou  cannot  tell  tl. 
CJttme*. 

Tiej'r.  carefull'  cooked   «ad 
cscnej,  of  perfect   potatoes  anl 

and  flavor  Thca  TOO,  don't 
ban  Ik.  bother  of  cootinj  and 
e*eU>(  It '»  »H  dot.  =oJ  rcadj 

3-lb,  Cans 


esc 


'  — COTTAOt—     ' 

BAKER^Y 


said  so  much 
SSI  about  our  Bread 

don't  think  that 
is  the  only  thing  we 
make.  Our  Pies,  Cake. 
Cookies.  Rolls,  Buns. 
Biscuits,  are  made  the 
best  possible  way — so; 
delicious  and  toothsome1 
that  you  cannot  help 
being  relighted  with 
them. 


869  Chapel  St. 
375  Elm  Street 


'THE; 
^APPOINTED* 


TIME. 


iff  Tree  ecooomf 

nut  It  .rats  upon  In.  I 


•  or  -f  >-u  rniUnfrrtnc  Jour 
k«llk  by  mini  «dull»r.lf.- 
fooda. 

,K<xkdale  Butter 

I<  Uu  hlchnt  •chl.TMBM 
of  butitr  mikrr,  Of  th 
counlry.  It  u  mad*  wh*r 


New  Shipments 


r»iv-J  Juk-r  Mraljr  Prunes 

nnjaf  Cticese  In  Jars.  In- 
IMdual.  picnic,  lunch,  din- 
ier  and  cafe  »l«e». 

noqnefort  C1»ee««  In  Jars. 

CamenbcTt  dices*  In  Tins. 

Delmar.ko's 
Telephone  Exchange 


!ua/ify!j 


Pure  Foods. 


=  8 


the  nun'— nH  an  t'«*  r  doc-   C 
,   tor's    bills.       No    adulterated     f 
rles     of     food     enter     the  A. 
nonlco.     It  la  Savannah's   r 
i  and  crtalnal 

Pure  Food  Sfore.  c 
•=       "t 
Some        { 

Good  Tft/ngs.  I 

Ptrann.    Wax    snd    While.  JSL 
nmndy  lor   pr»crvln«   pur-  I 

«Ph"al   Drea'd"'*  "'      ( 

Nwlural    Foci-l   i""o 'n   Fhred-    * 
U'-il  Whent  and  Trlscult..    '    •  f 

Duller  Crackers.  ' 

Bonoma  Claret,  by  *«  bot-    | 

lie.  dosen.  or  gallon.     A  nice   ** 

VnhA  Clilcken  Fat  In  gal- 
Knitllan  Drenkfast  Tea.  put 

naVn/1"  cl.nu'nea    "  therein. 
\Vry  fancy. 

RockXale.   the   butter  that 

flufomobils 
Rapid  Transit. 

O       The     machine     tecanse     a 

ne  bl.  of  Hope  route. 
laf  Quick  tMps  are  now  made 
(J  «nd  nothing  )s  »«o.wej  to 

X  CT.US.  dsur. 


Mrs.   Housekeeper, 


nature  urging  the  sending  of  small  orders  to  the  store  to  be  filled.  These  advertisements 
are  refreshing  after  one  has  exhausted  one's  self  in  looking  over  grocery  advertisements 
that  harp  continually  upon  teas  and  coffees,  or  are  mere  price  lists  of  lines  that  are  carried 
by  all  grocers  and  usually  at  the  same  prices.  The  typography  might  have  been  improved 
in  some  cases,  but  taken  as  a  whole  they  are  excellent  examples  of  all-type  grocery  adver- 
tisements. 


354 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Canned  foods  of  all  kinds  offer  the  grocer  a  chance  to  advertise  largely.  This  one 
of  Kramer's,  Little  Rock,  Ark.,  "Have  you  ever  tasted  canned  sweet  potatoes?"  is  a  good 
one.  New  lines  of  canned  goods  are  being  introduced  each  season,  and  the  grocer  <|iiiek 
enough  to  be  the  first  to  announce  these  new  things  usually  gets  the  bulk  of  the  trade  on 
that  line  for  at  least  one  season.  Not  only  that,  but  it  brings  new  customers  to  his  store. 
This  gives  the  customer  a  chance  to  become  acquainted  with  the  methods,  style  ami 
order  of  the  firm,  and  if  these  are  better  than  where  he  has  been  dealing  he  probably 
transfers  his  whole  trade  to  that  store. 

The  advertisements  of  Delmonico  Company,  Savannah,  Ga.,  are  always  good.  They 
get  down  to  the  meat  of  things  without  delay  or  fuss.  Their  way  of  describing  their 
store  service  is  convincing,  and  if  they  live  up  to  their  advertisements  their  business  will 
continue  to  grow  and  prosper  as  long  as  good  advertising  and  good  store  service  continue 
hand  in  hand. 

Loveday,  Gloversville,  N.  Y.,  does  some  very  clever  advertising  of  bread  and  candy. 
The  talk  is  good  and  gives  one  an  appetite  to  be  satisfied.  Such  advertising  .should  bring 
good  business  to  Loveday. 

The  sort  of  bakery  advertising  that  makes  a  fellow     AIYtgrt  Seessel's  Market 
want  to  take  home  something  to  eat  for  tea  is  exemplified  ,,       ^11  ,  MRATS   f  all  kinds 

in  the  advertisement  of 
Winslow's  Cottage  Bakery. 
This  advertisement  is 
clean-cut  and  well  written. 
It  leaves  a  good  impres- 
sion in  the  reader's  mind. 


roncrro  rt  THE  crrv  INSPECTOR 
8. 10. 12!  tt  15c  Ib. 

,»OTH  PHONO  M  •*>  MAW  STMZT 


c 


LOVEDAY'S 


There's  a  secret  in  mak- 
ing good  bread.  Not  every 
bread  baker  can  make  the 
"very  best"  every  day.  We 
have  the  secret ;  that's  the 
"reason  why"  our  Grand 
Mother's  Bread,  Com 
Bread,  Lunch  Bread.  Five 
O'clock  Bread,  is  made  the 
very  best  it  can  be  every 
day. 

A  good  reason  why  you 
should  buy  it  to-day:  be- 
cause  it's  the  very  best  ev- 
ery day. 

6c,  8c,  ice  the  loaf. 


LOVEDAY'S 

LOVEDAY'S 

Would  you  enjoy  delic- 

Yoo Daren't  Been  to 

ious  Hot  Biscuits  for  your 
supper  to-night? 

Way's  For  Home 

We  make  every  day  the 

IIMc  fond/? 

most  delicious  tea  biscuits 

You  have  misted  a  treat 

you  ever  ate.    They  come 

teldom    equalled  —  never 

from  the  oven  at  4  o'clock, 

equalled  before  in  this  city 

just  in  time  for  your  even- 

—this may  sound  exagger- 

ing meal 

ated,  but  the  statement    it 

made  on  fact.      The    best 

Stop  in  and  take  '/.  doz- 
en home  with  you. 

candy  ever  made  is  offered 
you  to-day  by  tome  ttores 
and  from  those  who  know. 

You'll  be    sure  to  come 

Loveday's  home  made  can- 

«*»in very    toon;    others 

dy  is  the  best  of  all.    Stop 
to-night   and    take   home 

do. 

with  you  a  pound  of  Pea- 

nut   Crisp    and    Molastes 

Taffy.    It's  only 

i  Settle*. 

Bon  Viv^nts  of  Old 


It  is  set  in  good  readable  type,  and  is  not  too  long  and  not  too  short.   This  kind  of  adver- 
tising sells  things  to  eat. 

Hildebrecht  Catering  Co.  advertise  ice  cream  in  such  a  manner  that  the  reader  might 
wish  a  dish  at  once.  The  Japanese  tea  room  idea  will  suggest  many  possibilities  to 
the  confectioner  in  the  way  of  decorations  for  his  ice  cream  parlors/  A  handsomely 
decorated  place  in  which  to  serve  ices  and  drinks  will  do  just  as  much  for  a  store  in  the 
way  of  patronage  as  good  tasty  ices  and  drinks.  The  manner  in  which  food  is 
often  gives  the  commonest  article  a  flavor  not  to  be  found  in  fancy  foods  poorly  served. 

Smith's  Honey  Bread  is  advertised  by  means  of  small  advertisements.  The  loaf  of 
bread  is  inviting,  and  when  argument  after  argument  is  given  in  this  way  must  result  in 
business.  There  are  many  good  arguments  that  can  be  used  in  advertising  bread.  The 
one  here  illustrated  is  perhaps  the  least  likely  to  interest  the  masses,  although  many  will 
say,  "If  thousands  of  people  are  eating  Honey  Bread  and  are  satisfied,  it  must  be 'good 
bread." 


THINGS  TO  EAT 


355 


The  Newton,  Robertson  &  Co.  advertisement  is  a  combination  of  advertisements. 
It  tells  much,  givrs  prices,  and  although  typographically  poor  is  strong  in  pulling  power. 

Albert  Secsscl's  Market.  Memphis,  Tenn.,  is  a  good  card,  but  the  space,  though  small, 
would  have  been  better  used  had  he  advertised  different  kinds  of  meats  on  different  days. 
Spring  lamb  one  day;  veal  cutlets  next  day;  lard  on  another  day,  etc.,  etc. 


Hildebrecht's  New 
Ja4>aneye  Tea  Room 

Is  a  particularly  dainty  place  with  a  distinct!  vet 
ly  Japanese  fla'vor.     But   in  it  we  serve  other 
things  than  tea.    It's 
An  Ideal  Ice  Cream  Room 

and  19  becoming  the  Mecca  for  those  who  shop 
•  down  town  in  the  daytime,  or  walk  around  in  the 
evening.  Every  day  sees  it  grow  in  popularity, 
and  the  summer  will  see  it  a  great  success. 

Whv  not  pet  used  to  itt 

It's  open  until  10  p.  m. 

We'rtr  a  Special  Agency  lor  Belle  Mead  Sweets 

We  handle  a  full  line  of  Belle  Mead  Chocolate, 
Bonbons  and  Caramels,  and  they  can  be  delivered  at 
your  home  during  tho  day,  l>v  our  regular  wagon  ser- 
vice. 

!  Hildebrechf  Catering  Co. 

17, 19  and  21  West  State  St 

TELEPHONES  »J 


•elk  Mt»d  SwetU  Delivered  by  Oar  WH«" 


Hildebrecht's  Delicious 
Ice  Cream 

is  as  sweet  as  it  ought  to  be,  but  is  not  too  much 
so.  It  is  made  from  Pasteurized  cream  which 
comes  direct  to  us  from  a  registered  New  Jersey 
dairy;  the  purest  natural  flavors  are  in  it,  and  the 
best  refined  sugar. 

It  cannot  be  more  delicious,  and  il  is  ABSO- 
LUTELY PURE— 100  per  cent.  pure. 

In  Our  Japanese  Tea  Room 

we're  serving  nearly  a  dozen  varieties  every  day, 
and  make  over  a  hundred  other  flavors  to  order. 
It  is  the  ice  cream  which  has  taken  the  lead, 
and  holds  it  by  sheer  force  of  merit. 

HUdebrecht  Catering  Co. 

17, 19  and  21  West  State  SL 

TELETBONES  n  >  .,      >_ 


Philadelphia 
Capons. 

Order  one  of  our  fine  ones 
for  your  Sunday  dinner. 

Don't  You  Want 
Us  To  Do  Your 
Baking? 

We  believe  you  will  find 
It  the  wise  policy  to  try  our 
Homelike  Bakery  Products. 
We  are  sure  that  one*  you 
get  acquainted  with  them, 
and  the  quality  of  the  goods 
we  turn  out  eveiy  day,  you 
will  dectd:  to  quit  fussing,  in 
the  kitchen  and  let  us  do 
your  baking  for  you. 

The  Baked  things  are  as 
nice  as  can  be  made  in  your 
own  home,  and  it  is  more 
economical  to  buy  our  kind 
than  to  do  your  own  bak- 
ing. 


Special  High-Grade 
Chocolate  Sale  for  Saturday 


I  Pound 

35c. 


3  Pounds 

$1.00 


5  Pounds 

$1.50 


20  VARIETIES— YOUR  CHOICE  OR  ASSORTED. 
They  include  Nougatincs,  Peppermints,  Caramels, 
Frozen  Pudding,  Marshrnallow,  Coffee,  Orange,  Lemon, 
Pineapple,  Cocoanut,  Montevidoes,  Maple  Pecan,  Cream 
Walnut,  Cream  Raisin,  Wintergreen,  Bitter  Sweet. 

85C.       We  certainly  carry  the  largest     35C. 

_     and    most    delightful   line  of  . 
POUND    Chocolates  in  the  city. 


POUND. 


30c.  Ib. 

25c.lb. 


MEXICAN  KISSES, 
CREAM  WALNUT  KISSES, 
HAYSTACKS. 
COCOANUT  GOO1DES, 
CREAM  WAFERS, 
HARD  CANDIES  IN  GLASS  JARS, 

JOc.,  J5c.,  25c.  and  30c.  Each. 
We  make  all  these  goods,  and  we  know  absolutely 
their  superior  quality 

AND  THEY  ARE  ALL  ON  SALE  AT  BOTH 
OF  OUR  STORES. 


Choice  Fruits  In  Great 
Abundance  For 
Saturday  and  Sunday. 


STRAWBERRIES    AND 

BLACKBERRIES. 

WATERMELONS. 

BREAKFAST  MELONS. 

PINEAPPLES, 

PLUMS, 

CHERRIES. 

NEW  APPLES. 

RED  BANANAS, 

YELLOW  BANANAS. 


Georgia  Peaches. 


Fresh  Vegetables. 

We  sell  everything  in  the 
Vegetable  line  thai  grows. 


EJGHT 

TELEPHONES. 

ALL  ONE  CALL 

2040. 


FRESH    FR01I 
OUR  OW.1  OVCK3, 


Preston  Market,  Hartford,  Conn.,  and  Schaub's  Market,  South  Norwalk,  Conn., 
both  use  the  same  advertising  service.  The  arguments  and  cuts  are  not  bad,  but  the  idea 
suggested  above  of  advertising  some  particular  meat  on  different  days,  perhaps  telling 
how  to  prepare  tasty  dishes,  etc.,  would  prove  much  more  effective  as  business  bringers. 


356 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


CHAPTER  LIX 

TRUNKS  AND  BAGS 

THERE  is  very  little  advertising  of  trunks  and  bags  in  comparison  with  other  articles 
of  daily  use.     We  say  daily  use  because  there  are  hundreds  of  thousands  of 
trunks,  bags,  telescopes  and  suit  cases  in  use  in  our  own  country  every  day.     It 
is  true  that  they  are  not  a  daily  necessity,  for  the  average  man  and  woman  are  supplied  for 


Jno.  L  Cobbs  &  Co. 


In  Carpet  Department. 

W«  bM  JM  nontd  •  ui  lo»<J  rt 
Ji|m«l  Muuo  dul  vt  wit  pul  o. 

.    -     -l  r. 


. 
0«  IM  a 

LAYING  FREE. 


9  7S  p.  **. 
•.;}„,„,.. 


Going  South? 


If  you  are  you  will  need  something  in  the  line  of  good  tr»T- 
eling  equipment.  You  will  find  here  tourists'  outfit*  to  meet 
the  exigencies  of  every  sort  of  travel. 

I          Our  Leather  Ba03  and  Suit  Cases 

are  the  very  best  that  skilled  labor  and  faultless  material* 
can  make. 


f4.00,    *4.50. 
|25.00*and    »2i 


,     »W.=ft,     WJrU, 

•Kaeh    |2».00. 


BEE  THE  SPRAGUE  AVENUE  WINDOW  DISPLAY 


707-709-711  Sprague  Ave. 


708-710-712  First  Ave. 


many  years  when  once  they  have  pnrehaM-d  a 
trunk  or  bag.  But  styles  change  in  trunks 
and  bags  as  in  anything  else,  and  there  might 
be  a  lot  more  business  done  in  these  travel- 
er's requisites  if  this  point  was  more  promi- 
nently emphasixed. 

A  few  years  ago  some  of  our  travelers 
were  satisfied  to  tie  up  their  belongings  in  a 
handkerchief  and  by  means  of  a  stout  stick 
suspend  it  over  their  shoulder  and  start  out 
on  their  travels.  People  traveled  light  in 
those  days,  because  a  great  deal  of  it  was 


done  on  foot  or  by  coach.  In  those  days,  too, 
the  personal  belongings  could,  often  be  packed  in 
a  collar  box,  so  that  trunks  and  bags  were  only 
required  by  the  truly  rich. 


A.H.CnRISTECO. 

98  Wisconsin  Street 

»r«.    Pr«...    Building! 

..  of  Imki  ni  Tnrelhi  ttqiiito 


TRUNKS  AND  BAGS 


357 


Trunks  and  bags  can  be  advertised  from  the  necessity  point  to-day,  for  when  people  go 
a  distance  for  a  few  days'  visit  they  require  considerable  clothing.  Usually  there  are  a 
number  of  social  functions  given  in  honor  of  the  guest,  and  the  guest  is  supposed  to  carry 
his  or  her  own  wardrobe  about  with  liiin  or  her. 

The  need  of  having  the  latest  style  of  trunk  or  bag  can  be  emphasized  from  the 
point  of  appearance  and  necessity.  Stability  and  durability  is  another  point  that  might 
be  strong! v  emphasized.  Price,  too,  can  be  used  as  a  lever  in  drawing  trade  to  any 
particular  store. 

Perhaps  one  reason  why  there  is  so  little  good  trunk  and  bag  advertising  can  be  found 


"hn 

tinf 

IwU 


Grand    "Outing-Season"    Sale 
Trunks  Opens  Tuesday, 


TV, 
"Put- 
tot* 
Tnfe 


tat 


fu 
Strap* 


of  pcop'e  ire  beginning   to   Ihiok    of    Motlng    out 

ofibe  Home,  ud    into.    Trunk.     Ilonx-aiking in    1    Trunk, 

ie  euj.  IF  Ib.  Trunk  hi  •    ~r.rkk.nt.-       And    WE   .re    (be 
Only  .gent  for  **P.rkiji<r»ln  Trttnkt  !•  Porfl.r.d. 

To  be'p  Ibe  MignloiT   Trunk   Dweller,   wo  begin   •  Crttt 
f.    1  . ,     10H, 

JE1  Th.l  Trunk  (No.  250)  i>  Ih.  opening  number  ot 
the  otto.  It  ie  .  Krone  boi.  brown  conru  covered,  iron 
binding  .ml  botioni,  2  Inch  cle.1.,  brue  lock,  J.p  futeiwn, 
1!  inch  Mrel  oLmpe,  belling  le.lkor  hinjlee,  three  0  inch 
niogr.,  p«per  lined,  oae  deep  bodj  (r.r,  irlih  covered 
b.t  boi. 

28  inch  30  Inoh  52  inch  34  inch 

•  *.«•  »t»l  »3  10 

Trunk  No.  040. 


n. 


Tntt. 


"Hold-AU- Wardrobe"  Trunks. 

s€^vS£.iLr1.I:^!.?<t  'T<:::!::is 

ni  J?.3j 

ll!tt  fl 

Similn.  .^ftTS 


For  traveling,  suit  caies  are 
the  most  comfortable  bags  to 
carry. 

We've  long  made  a  point  of 
carrying  the  best  of  $5  suit 
cases,  made  for  us  in  large 
quantities  and  giving  an  unusual 
quantity  of  wear. 

Higher  priced  cases.ol  course. 

Steamer  rugs,  steamer  trunks 
and  all  the  clothes  man  or  boy 
packs. 

Straw  hats,  caps  of  all  sorts, 
tennis  shoes  to  take  along. 

ROGERS,  PEET  &  COMPANY 

Three   Broadway  Store.. 


Grceler  Squire. 


in  the  fact  that  these  goods  are  usually  handled  as  $  side  line.  Shoe  stores,  men's  fur- 
nishers, harness  shops,  and  department  stores  handle  them.  There  are  very  few  exclusive 
establishments  for  the  sale  of  trunks  and  bags,  and  these  few  are  usually  manufacturers 
who  look  after  their  retail  interests  in  a  perfunctory  manner. 

Romadka,  Milwaukee,  Wis.,  gives  us  three  advertisements  that  are  not  bad.  They 
are  what  might  be  termed  semi-general  in  character.  Each  advertisement  takes  up  its 
own  point,  but  in  two  of  them  both  trunks  and  bags  are  classed  together.  The  headline, 
"Going  South,"  in  connection  with  the  steamboat  is  likely  to  mislead  the  reader  into 
considering  it  an  advertisement  of  a  steamship  company.  The  other  "On  the  Road" 
is  of  the  same  nature  and  likely  to  be  misleading.  Had  the  two  words,  "Trunks  and 


358 

Bags,"  or  either  of  them  been  prominently  displayed  the  advertisements  would  have 
been  more  quickly  recognized  as  being  those  of  a  trunk  manufacturer.  The  adver- 
tisement of  "Fitted  Bags  and  Cases"  is  excellent.  It  is  far  better  than  either  of  the 
other  two.  The  display  is  all  that  could  be  asked  for.  A  few  more  details  about 
qualities  and  prices  would  have  improved  this  advertisement  wonderfully. 

The  advertisement  of  A.  H.  Christie  Co.,  of  the  same  city,  would  be  recognized  at  a 
glance  as  that  of  suit  cases.  This  advertisement  is  lacking  in  a  great  many  details,  but 
as  it  is  in  the  nature  of  an  opening  announcement,  that  may  be  pardoned. 

John  W.  Graham  &  Co.,  Spokane,  Wash.,  use  the  headline,  "Going  South,"  but  the 
illustration  fills  out  the  suggestion  of  traveling  companions.  This  advertisement  should 
sell  bags  and  suit  cases.  Display  is  good,  illustration  is  good,  introduction  is  good,  de- 
scription is  good,  name-plate  is  good,  therefore  the  whole  advertisement  is  good. 

The  advertisement  of  Jno.  L.  Cobbs  &  Co.,  Montgomery,  Ala.,  is  only  a  part  of 
their  advertisement.  The  other  lines  advertised  were  of  the  usual  department  store  vari- 
ety. This  portion  of  their  advertisement  is  shown  merely  as  an  odd  piece  of  advert  ising  for 
a  department  store  to  put  out.  They  state,  "We  will  make  a  price  on  any  trunk  in  the 
house  in  order  to  move  them."  Now,  does  that  mean  that  they  will  meet  any  oiler  made 
them  or  that  they  will  make  the  price  to  suit  the  circumstances  of  the  buyer.  Will  the 
millionaire  be  asked  to  pay  more  than  the  day  laborer  for  his  trunk?  This  is  rather  too 
indefinite. 

Rogers,  Peet  &  Co.,  talk  about  their  $5  suit  cases  and  tell  of  the  ease  in  handling 
them.  They  do  not  forget  to  mention  that  they  have  higher  priced  ones.  This  adver- 
tisement is  typical  of  all  those  placed  by  this  firm.  They  are  usually  just  as  good  as  this 
one  is. 

The  J.  R.  Libby  Co.'s  advertisement  is  a  good  one.  Just  read  over  the  description 
of  their  No.  250  trunk.  Here  it  is: 

"It  is  a  strong  box,  brown  canvas  covered,  iron  bindings  and  bottom, 
two-inch  cleats,  Jap  fasteners,  one  and  one-half-inch  steel  clamps,  lilt- 
ing leather  handles,  three  six-inch  hinges,  paper  lined,  one  deep  body 
tray,  with  covered  hat  box." 

That  is  a  sensible  description  of  the  trunk.  It  gives  every  detail,  so  that  the  reader 
can  see  the  trunk,  mentally,  before  him.  This  advertisement  sold  trunks,  lots  of  trunks, 
for  the  rest  of  the  advertisement  is  as  good  as  the  description  of  No.  250. 


MAIL  ORDER  ADVERTISING 


CHAPTER  LX 

MAIL  ORDER  ADVERTISING 

MAIL  order  advertising  is  one  of  the  three  great  branches  of  advertising,  and  the 
newest  of  the  three.  During  the  past  few  years  the  growth  of  the  mail  order 
business  has  been  enormous.  In  Chicago  alone,  the  great  center  of  the  mail 
order  industry,  it  is  said  that  the  mail  order  business  has  reached  the  enormous  annual 
turn-over  of  nearly  one  hundred  million  dollars.  Most  of  this  business  is  controlled 
by  but  three  firms.  Sears,  Rot-buck  &  Company;  Montgomery,  Ward  &  Company,  and 
John  M.  Smythe  Company.  It  is  estimated  that  these  three  firms  receive  on  an  average 
of  twenty-five  thousand  betters  daily. 

If  any  man  can  doubt  the  power  of  advertising  after  a  careful  study  of  the  mail  order 
business  from  its  inception  until  the  present  day  he  must  be  a  "doubting  Thomas"  indeed. 
This  enormous  business  ha>  b«-en  built  up  by  advertising,  by  men  who  have  made  millions 
from  an  original,  capital  of  a  very  few  dollars. 

Mail  order  advertising  is  similar  to  retail  advertising  in  so  far  as  it  advertises  merchan- 
dise that  is  to  be  sold  direct  to  the  consumer.  It  resembles  general  advertising  because 
it  is  usually  national  in  its  scope. 

Every  conceivable  thing  that  is  saleable  is  being  sold  by  mail.  The  commonest  articles 
are  as  readily  sold  by  this  method  as  the  rarest. 

Manufacturers  sell  the  entire  output  of  their  plants  by  mail.  Mail  order  houses  sell 
the  output  of  many  manufacturing  plants  in  the  same  way. 

The  mail  order  business,  while  a  comparatively  new  business,  has  rapidly  grown  to 
enormous  proportions.  It  is  steadily  growing  and  will  continue  to  grow  just  as  long  as 
there  are  rural  communities  and  small  villages  and  towns  to  draw  business  from.  There 
is  a  need  for  this  method  of  doing  business  or  it  would  not  have  succeeded  from  the  first 
as  it  has.  Nearly  47,000,000  people  in  the  United  States  live  in  villages  or  on  farms. 
This  means  that  about  nine  millions  and  a  half  homes  are  practically  situated  in  places 
remote  from  large  stores.  Most  of  these  people  are  able  to  read,  and  it  is  safe  to  say  that 
those  who  can,  receive  at  least  one  mail  order  publication. 

The  mail  order  house  has  created  the  mail  order  paper.  Many  of  these  papers, 
that  to-day  have  enormous  circulations,  were  unknown  a  few  years  ago.  Some  few  of 
them  under  the  guise  of  family  story  papers  antedate  the  big  "Catalogue"  houses,  but 
always  have  depended,  more  or  less,  upon  the  small,  catchy  advertisements  of  fake  schemes 
and  "much  for  little"  offerings  of  men  who  were  working  the  public  "on  the  side." 

Mail  order  papers  are  in  a  distinct  class  among  publications.  They  are  usually 
poorly  printed  on  poor  stock.  The  reading  matter,  while  not  of  an  unclean  character,  is 
usually  of  a  very  low  order.  The  larger  half  of  these  papers,  each  issue,  is  usually  given 
up  to  hundreds  of  small,  four  to  twelve  line  advertisements,  which  are  models  of  how  to 
say  much  in  little  space.  Fortunately  for  the  public  the  publishers  of  these  mediums 
are  putting  out  a  better  publication  than  formerly.  During  the  past  two  years  there  has 
been  a  marked  improvement  in  the  character  and  make-up  of  most  of  those  having  large 
circulations. 

Augusta,  Me.,  is  perhaps  the  center  of  the  mail  order  publishing  world.  Eleven  mail 
order  papers  are  published  in  that  city,  each  having  a  large  circulation  of  its  own.  Other 
largely  circulated  mail  order  papers  are  published  in  Waterville,  Me.,  New  York  City, 
Chicago,  111.,  St.  Louis,  Mo.,  etc.  The  extent  of  the  circulations  of  these  papers  can  be 
conceived  when  it  is  stated  that  forty-one  of  these  papers  have  an  aggregate  circulation  of 
12,300,000,  while  one  at  least  claims  a  circulation  of  over  one  million  and  a  half  each  issue. 

The  national  weeklies  and  the  monthly  magazines  are  used  to  some  extent  by  mail 
order  advertisers.  These  are  the  favorites  with  the  higher  order  of  mail  order  advertisers 
and  by  the  manufacturer  who  sells  direct  to  the  public  by  mail. 


362 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Those  who  are  opposed  to  the  mail  order  style  of  business  are  apt  to  scoff  at  it  and 
say,  "They  are  all  fakes  and  the  public  is  being  gulled  by  them."  This  is  not  true.  It 
cannot  be  denied  that  there  are  many  fake  schemes  being  advertised;  that  there  are  hun- 
dreds of  advertisements  that  are  inserted  in  the  mail  order  papers  for  the  pur|>o-<  of 
"catching  suckers"  and  the  unsophisticated,  old  and  young.  Notwithstanding  this,  tin- 
mail  order  business  on  the  whole  is  a  clean  and  legitimate  business,  filling  a  want  that 
has  been  felt  for  years. 

The  large  catalogue  houses  are  able  to  spend  vast  fortunes  in  advertising  <>a< -h  vcar, 
and  .at  the  same  time  sell  in  many  cases  cheaper  than  the  country  merchant.  This  is 
due  to  the  ignorance  of  the  country  merchant  and  to  his  unbusinesslike  methods. 

It  is  true  that  the  mail  order  houses  sell  annually  many  millions  of  dollars'  worth  of 
articles  of  merchandise  of  unknown  make,  and  in  many  cases  of  ancient  pattern,  to  their 
customers.  This  is  the  class  of  goods  that  many  consumers  demand,  because  thrv  art- 
willing  to  pay  only  the  lowest  possible  prices.  Those  wishing  the  better  grades  and 


MAIL  ORDER  LITERATURE 

newer  styles,  and  being  willing  to  pay  a  fair  price  for  them,  readily  obtain  merchandise  of 
a  high  grade. 

The  department  store  has  revolutionized  trade  in  the  cities  and  larger  towns  by  intro- 
ducing newer  and  better  systems  of  merchandising.  In  the  same  manner  the  mail  order 
houses  will  eventually  revolutionize  the  trade  in  the  rural  districts. 

The  country  merchant,  who  a  few  years  ago  could  point  to  his  wares  and  say,  "There 
they  are,  take  them  or  leave  them,"  must  now  incorporate  new  methods  into  his  business 
and  go  out  after  trade  in  a  more  aggressive  manner. 

There  is  little  doubt  that  the  small  country  merchant  is  being  commercially  injured 

by  the  larger  catalogue  houses.     But  in  the  same  way,  a  few  years  ago,  the  smaller 

merchants  m  the  larger  cities  suffered  from  the  inroads  made*  in  their  busincs>  by 

tr  new  rivals  in  business,  the  department  stores.     But  as  time  passed  things  righted 

emselves;   there  was  a  new  adjustment  of  things.     The  small  store  can,  and  often 

>es,  handle  some   lines   in   a   manner   more   pleasing   to   the  public  than  does   the 

department  store.     This  led  to  specialization  on  the  part  of  the  smaller  stores,  and 


MAIL  ORDER  ADVERTISING  363 

today  there  are  as  many  exclusive  stores  in  the  large  cities  as  ever,  all  doing  a  compara- 
tively satisfactory  business. 

The  country  merchant  may  find  his  remedy  in  specialization.  It  may  prove  to  be  to 
his  advantage  to  throw  out  many  lines  he  now  carries  and  add  others  that  the  mail  order 
houses  fail  to  sell  successfully.  At  any  rate  he  will  have  to  learn  how  to  do  business  in 
the  newer  ways.  He  will  have  to  study  the  markets  closer  and  keep  a  more  watchful  eye 
upon  style.  Prudent  buying,  pleasant  service,  and  careful  selling  will  help  him  to  win 
out  in  the  long  run.  The  mail  order  house  will  aid  him  by  introducing  new  goods  to  his 
customers,  by  creating  a  demand  for  lines  hitherto  unthought  of  by  them.  These  lines 
he  will  eventually  have  a  chance  to  supply. 


CHAPTER  LXI 

THE  BIG  CATALOGUE  HOUSES 

THE  mail  order  business  has  no  doubt  been  developed  by  the  rapid  increase  in  the 
population  of  the  United  States  in  the  farm  districts,  and  the  growth  of  innumer- 
able small  towns  and  villages,  the  scientific  method  of  distributing  the  mails 
and  the  establishment  of  large  houses  founded  for  the  sole  purpose  of  selling  goods  by 
mail.  The  mail  order  house  is  nothing  more  than  a  vast  retail  business  having  for  its 
customers  all  those  who  cannot  conveniently  buy  at  home.  Until  the  modern  methods 
of  transportation  had  been  evolved  and  improved  there  could  have  been  no  real  successes 
in  the  mail  order  line.  Modern  postal  facilities  and  modern  railways  are  a  necessity 
before  mail  orders  can  be  made  profitable. 

The  mail  order  business  can  only  be  made  profitable  when  it  is  possible  to  reach  a 
great  number  of  people  in  an  inexpensive  manner.  The  profits  on  sales  are  small,  and 
barely  cover  cost  of  advertising,  postage,  stationary,  printed  matter  and  other  expenses, 
leaving  usually  a  very  small  net  profit  to  the  seller.  In  the  minds  of  many  people  an 
idea  exists  that  a  few  dollars  can  be  invested  in  advertising  and  vast  fortunes  made  in  the 
mail  order  business.  A  careful  study  of  the  large  successes  will  disprove  this.  Some  of 
those  early  in  the  field  began  on  small  capital  and  eventually  made  fortunes,  but  it  is  a 
sure  thing  that  to-day  large  capital  is  necessary  to  imitate  their  successes. 

We  are  apt  to  look  at  the  large  successes  in  the  mail  order  field,  such  as  Montgomery, 
Ward  &  Co.,  Sears,  Roebuck  &  Co.,  and  say,  "Look  at  these  two  houses,  which  started 
practically  with  nothing  and  have  built  up  businesses  which  are  the  wonder  of  the  mer- 
cantile world."  The  phenomenal  success  of  these  houses  is  undoubtedly  an  induce- 
ment for  hundreds  of  men  to  start  in  the  mail  order  business.  They  see  and  hear  of  the 
success  of  the  houses  mentioned,  and  do  not  see  any  reason  why  they  cannot  bring  about 
the  same  result.  They  do  not  stop  to  think  that  it  has  taken  the  houses  referred  to,  years 
of  time,  a  world  of  energy  and  the  expenditure  of  millions  of  dollars  to  bring  about  what 
they  have  accomplished.  One  of  the  houses  mentioned  is  said  to  have  appropriated  $500,- 
000  a  year  for  two  successive  years  in  newspaper  advertising  alone,  and  it  is  also  said  that 
the  accumulated  profits  of  this  house  were  for  a  period  of  years  turned  into  advertising, 
laying  the  foundation  first,  then  building  up  a  business,  which  in  its  volume  is  not  sur- 
passed by  any  other  house  in  the  world. 

The  mail  order  business  must  be  built  up  in  much  the  same  manner  as  the  local  retail 
business.  First,  the  house  must  get  acquainted  with  the  people  it  expects  to  do  business 
with.  That  can  best  be  done  through  newspaper  and  magazine  advertising.  After  cor- 
respondence has  been  opened  up,  catalogues  and  literature  must  be  .placed  in  the  hands 
of  the  people.  If  it  could  be  true  that  the  one  who  reads  an  advertisement  sends  for  a 
catalogue  and  becomes  a  purchaser  at  once,  the  mail  order  business  would  be  the  easiest 
thing  in  the  world  to  conduct,  because  a  newspaper  advertisement  costing  a  few  dollars 


364 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


would  bring  requests  for  catalogues,  the  catalogues  would  make  sales,  the  customer  would 
get  the  goods  he  expects  and  be  satisfied  with  them,  and  after  that  there  would  be  a  con- 
tinual run  of  orders  and  shipments  of  goods.  But  that  is  by  no  means  the  case.  A  man 
may  get  catalogues  from  different  houses,  and  as  he  wants  only  one  artiele  of  a  kind, 
which  house  shall  he  favor?  The  one  who  follows  up  his  inquiry  the  hot  gets  the  order. 
With  possibly  only  one  exception  every  mail  order  firm  follows  up  every  inquiry  by  a 
series  of  letters,  booklets,  etc.,  until  the  sale  is  consummated  or  the  effort  to  make  a  sale  is 
abandoned.  This  follow-up  part  of  the  mail  order  advertising  campaign  i-  as  import- 
ant as  the  newspaper  advertising  and  catalogues. 

The  following  from  Printers'  Ink  gives  us  much   information  about  the  business 
methods  of  one  of  the  largest  mail  order  houses  in  Chicago: 

All  sorts  of  romantic  stories  are  told  in  ( 'hie-ago  about  the  rise  of  the  mail  order  house 

of  Scars,  Roebuck  &  Co.,  which  was 
founded  in  IS!).*  and  has  grown  to  a 
annual  turn-over  of  more  than 
-s-J .->.((((( ).(((•().  Business  nen  \\ho  have 
themselves  built  on  nothing  but  hard 
sense  and  hard  work  will  tell  you  that 
luck  made  Scars,  Roebuck  &  <'<»..  and 
cite  stories  of  the  firm's  beginnings, 
u  hen  the  first  .small  office  was  coiistantlv 
shifted  from  place  to  p'aee  to  a\oid 
creditors  who  would  ha\e  hounded  the 
concern  out  of  business.  The  populace 
generally  will  confide  to  \oii  in  a  whisper 
that  Messrs.  N'ars.  Roebuck  and  tin- 
Co,  are  three  1'olish  Jews  \\lio  landed 
at  Ellis  Island  and  started  out  as  pack 
peddlers.  And.  of  course,  there  is  the 
pleasing  <>ld  story  about  that  one  last 
hopeless  advertisement,  inserted  through 
the  kindness  of  a  publisher  who  was 
willing  to  wait  for  his  money,  which 
turned  the  tide  of  fortune  and  -< -nt 
thousands  of  dollars  flowing  into  the  till. 
The  slice-  rs.  Roebuck  «\ 

has  been  rapid  and  striking,  so.  ergo!  it 
must  have  been  accomplished  by  means 
more  or  less  suj)ernatural.  Thu.s  the 
public  reasons. 

R.   W.  Sears,  the   founder  of   this 

house,  is  a  broad-shouldered,  somewhat  retiring  man  of  forty,  born  in  Minnesota. 
altogether  an  American,  and  with  about  as  much  of  the  supernatural  in  his  personality 
as  one  might  associate  with,  say,  Uncle  George  Daniels.  Mr.  Sears,  too,  is  a 
railroader.  At  twenty  he  went  into  a  railroad  office  in  Minneapolis,  staying  five  years. 
The  genius  for  trading,  so  strong  in  every  Westerner,  led  him  into  various  side  lines, 
and  about  fifteen  years  ago  he  began  selling  watches  and  jewelry  by  mail,  advertising 
in  country  weeklies  in  his  own  immediate  territory  and  the  few  mail  order  journals 
then  in  existence.  This  business  prospered  until  the  panic  of  1893.  Then  money  tight- 
ened, and  watches,  jewelry  and  every  other  article  of  luxury  became  exceedingly  'slow  in 
the  market.  Only  necessities  were  in  demand,  so  Mr.  Sears  began  offering  a  small  line 
of  general  merchandise  at  prices  to  suit  the  times.  After  a  year's  good  business  he  moved 
from  Minneapolis  to  Chicago,  with  the  idea  of  establishing  a  greater  trade  in  the  real 
distributing  center  of  the  West.  In  the  nine  years  since  then  the  annual  turn-over  of  the 
house  has  grown  from  $500,000  to  its  present  proportions. 


/You  will  always  find  our 
floods  and  Prices  on  tin: 

SQUARE 

Tbe  Uwtsi  Prices  f*r  Like  Qtilitj 

K««p  th«««    Sarr.pl««  you'tuill 
UJtni  •  Suit  lo(«r.  if  not  now. 


F.L  Weaver 


A  MAILING  CARD,  OR  FOLDER 

Samples  of  cloths  and  prices  of  suits  were  shown 
on  the  reverse  side. 


A  DREAM  IS  FROM  GOD"  MAGNETISM 


*..a.k— »!»-»-     I 


b  one  of  the  «mrlie»t  mtndilM  mm)  the  trattt  of  i 
imperfect,  but  real  and  direct  rot«en»er»  from 
Like  worn-out  courier*,  dyrof  with  llieir  new»  at  Ihe 


ncrt.  String*,  fluttering. 
Infinite  arc  our  drcimt. 
c.ii.ild  ol  the  door,  di (Jim 


tfaaif    II  U  ike  eban»  o<  aood  Itltow.hipuol 

-Concord  I>«.."  To  Human  or  woman  ailUl 
Billed  br  nalur.  wHh  this  wondrrful  .ttribult. 
Ib.  world  add.  Hi  nor.  .di.nccmrnt-SUC- 
CE.SS.  Vn  .11  mir  ruin..!.  II  and  brcnn<  in 


JrrHS 


Moa.  Thrplr.torrfollifr.Mci^ 
k.,v  f,n.nci.I  .IKCC..  .nd  bull- 
nn.oro.otrH,.  .11  lilt  into  th< 
tap  ottlu  ftrtnn  with  Ihi.  "food 


UNO*— A  Ion  wtoer 
Mlf  >    Pnrwck    aottlnc      Th.    dn.rnill. 

KS?a"b.'roV  (T..A«rr»*:  pt.7r.Jt 
tmHwrr  or  «  ekataan.  <rwaaal  of  norul 
MMlU,  a«d  awaaca.  eo«mt  t>  »>  >»• 


TMI    LAND    or    1LU* 


•MiNAK-t  TOWtK- 

bvlwwn  •  timely  Ir.ivrlrr'*  cmMMW* 
np*rWfM>t  find  l»  peowilc  explnnalton. 
TkVxoeT  oomblrm  lojd  woVtl-p<lli<llnc 
>prf  in  «<reUrt>l  ilii,jtl..n  A  country- 
worun  ..  b»rb-d.«:t,»  n JJ.  color. 


A    VlilT    TO    MV    O 
unllon     -      ' 

I  .h..ii 


l— Th 


Old    qu/Btl'.rl    ,,t    »h.l 

to  irmpklottT  trailed:  but  me. 
t«  often  propounded  l«  or-iln  left 
ea.  triouch  Ihe  BUcVefltloa  offered. 


SThl 


A  »UNCM  OF  OKA»«-"Tl.e  .lip  'twill 
Ike  cup  and  the.  Up."  l>  the  (lip  on  a 
bunch  or  IT«M  tkjit  delayed  a  man  a 
hanfrtiwjt.  A  rnlrr  •loir,  a  Illile  rlrl.  an 
tateUlcvnt  horoe.  a L J 

wllk  U»  etmrmol  na 


approach  to  tke  Khedive,  a  flirtation 
wllh  a  harem  car  beauty,  and  even  en- 
tering within  the  guarded  portala. 

*  It  tkHntat  «••*••    w>  eir*  beofe  oaatalatef 
- 


at  «••*••  w>  ei 
-*Ml»rriH>Mi  I* 
oanvr  for  tarn. 


WE  offer  to  give  you.  for  12  cents,  our 
magazine  for  12  months,  and  a  book 
containing  12  prize  stories.  Now, 
let  it  be  understood  that  while  we  give  you 
B.  tremendous  bargain,  at  the  same  time 
we  are  not  making  this  proposition  merely 
through  generosity.  One  admirer  says: — 
"Never  did  I  imagine  that  such,  grand  and 
sublime  truths  could  be  placed  before  the 
public  in  such  an  easily  intelligible  manner 
as  you  place  them  in  your  excellent  mag. 
azine."  Not  every  reader  ejeprejjej  such 
Appreciation,  but  surely  nine-tenths  of 
them  are  equally  conjciouj  of  its  value: 
for  we  have  found  by  past  experience  that 
nine  out  of  every  ten  persons  who  read 
our  magazine  even  for  a  short  period,  re- 
main  permanent  subscribers,  or  in  other 
words,  "once  a.  subscriber,  always  a  sub- 
scriber." From  this  point  of  view,  it  will 
be  a  good  investment  for  us  to  make  such 
an  unprecedented  offer,  for  we  know  that 
after  becoming  acquainted  with,  our  mag' 
azine.  you  won't  want  to  get  along  with- 
out it.  a.r\y  more  tha.r\  you  want  to  get 
tvlong  without  sunshine.  Take  advantage, 
therefore,  of  this  extraordinary  proposi- 
tion. Send  12  cents  to-day  to  The  Paragon 
Monthly.  24  N.  William  Street.  New  .York. 

WOMEN  WANT  HUSBANDS-MEN   WANT  WIVES.    T« 


..I.I.-T  ,.!'.. n 
H.,-IBLI   r,r   1 


EOOEROW    ROSE— A  country  girl 

her.     Deulh  follows,  and  the  c»nr.!jy  !.i<l 
reaches  Ihe  sublime,  heights  thnt  only  a 

nought  capable  Of  ullalning. 


conducted  robbertea;    the  life-history  of 
•ketchetf    who    through    Jove     for     her 


A        DESERT     (ENCH> 

of  ^rTed*c1tVX     He^m. 
a    slipper   and    brokf-n    i 


THE     CONJURER'S      MAGIC     Oil 


ASTROLOGY 


TELEPATHY 


n  to  the  telecr: 


tt 


OCCULTISM   V   CLAIRYOYANQE 


of  -utTO-osy  i*  ab 
of  one'»  birth.  « 
He  icienufteallv 
the  •tart.  The  t< 
determined  by  t\ 


\ 

only  by  t 

BMH  » 


:  spiritual   development  is 


d  fully.     Did  "we  mortal*  kn 


d  and  arran«ed  by  th«  Richaro»on  Pr*u,  N«w  York 

AN  ADVERTISEMENT  OF  A  MAIL  ORDER  MAGAZINE 


366  HOW  TO  ADVERTISE  A  RETAIL  STORE 

"It  is  hard  to  persuade  people  that  there  is  no  secret  about  this  business,"  he  says, 
"yet  there  is  nothing  whatever  mysterious  about  a  mail  order  house.  We  give  people 
what  they  want  at  the  lowest  market  price,  and  let  them  know  that  unsatisfactory  goods 
will  be  taken  back.  That's  all  there  is  to  it.  I  know  that  the  success  of  mail  order 
trading  is  generally  attributed  to  advertising.  Our  present  annual  expenditure  for  adver- 
tising and  printing  is  $1,000,000,  yet  this  department  of  the  business,  being  only  a  four 
per  cent,  expenditure  on  the  whole,  is  just  one  detail  of  the  plan,  and  no  more  important 
in  its  place  than  an  efficient  shipping  department.  To  regard  advertising  as  something 
apart  from  the  business  would  be  to  put  it  on  a  wholly  wrong  basis,  and  dangerous.  A 
list  of  the  publications  we  use  would  tell  very  little,  for  we  use  pretty  nearly  everything, 
good  and  bad,  on  the  assumption  that  all  publicity  helps  in  the  aggregate.  The  most 
important  thing  in  advertising  is  to  have  something  good  to  sell,  and  to  hold  on.  You 
can  fool  part  of  the  people  part  of  the  time,  and  so  forth,  but  you  can't  buy  enough  adver- 
tising to  fool  all  of  them  all  the  time,  and  even  if  it  were  possible  to  fool  them  all 
permanently  you  would  have  to  devise  a  less  costly  way  to  do  it  than  advertising.  Strong 
advertising  will  never  bolster  up  a  weak  proposition.  You  can't  get  mediums  strung 
enough  to  pull  it  to  even  a  fair  success^  On  the  other  hand,  with  a  proposition  that  is 
intrinsically  sound  and  popular,  you  don't  have  to  have  very  strong  advertising  mediums. 

"Our  a-ls  usually  contain  just  as  much  reading  matter  as  we  can  crowd  into  the  space. 
I  don't  know  that  this  is  important.  But  to  give  value — to  make  good — that  i.t  important. 
What  you  say  in  your  advertising  matters  little  if  you  do  what  you  say.  The  mail  order 
trade  rests  not  so  much  on  advertising  as  upon  catalogues.  The  advertising  sells  once, 
but  the  catalogues  establish  a  permanent  trade.  They  are  the  mainstay  and  backbone  of 
the  business.  By  far  the  greatest  portion  of  our  expenditure  goes  for  printing.  We  will 
soon  have  the  largest  commercial  printing  plant  in  the  world,  and  for  several  years  our 
own  printing  office  has  employed  between  fifty  and  a  hundred  compositors.  Our  big 
general  catalogue  circulates  to  the. extent  of  3,500,000  copies  annually,  and  is  supple- 
mented with  eighty-five  other  catalogues,  each  devoted  to  a  special  depurtur  nt. 

"Ten  years  ago  the  country  weekly  was  necessary  to  the  mail  order  trade,  but  to-day 
we  use  it  hardly  at  all.  We  employ  the  agricultural  journals  largely,  and  also  the  religious 
press,  but  the  mail  order  journals  have  done  us  by  far  the  most  good.  They  tell  our  >t»>rv 
quickly  and  thoroughly  to  vast  numbers  of  people,  and  in  the  past  particularly  have 
produced  results  little  short  of  the  marvelous.  Ten  years  ago  advertising  was  distrusted, 
and  the  business  of  sending  money  away  for  buying  at  a  distance  was  surrounded  by  a 
great  deal  of  mystery  and  risk.  Advertising,  coupled  with  every  means  of  convincing 
people  that  our  intentions  were  good,  has  entirely  changed  these  conditions.  Mail- 
order advertising  has  gone  from  the  country  newspaper  to  the  very  best  classes  of  medi- 
ums. While  daily  papers  are  not  of  service  in  our  advertising,  we  now  use  high-grade 
magazines,  such  as  the  Saturday  Evening  Post,  Collier's  and  other  weeklies  of  great  circu- 
lation, as  well  as  the  monthly  magazines.  Where  country  trade  was  formerly  sought 
we  now  sell  also  to  people  in  towns  and  cities,  and  our  catalogues  are  sent  anywhere  out- 
side of  Chicago  and  Cook  County,  except  to  foreign  countries,  which  we  do  not  find  it 
profitable  to  trade  with.  The  extension  of  the  mail  order  field  has  made  it  possible  to 
employ  high-grade  magazines  with  less  waste  circulation  than  formerly.  The  extension 
of  our  field  is  due  largely  to  low  prices.  In  some  departments  of  our  business  the  per- 
centage of  profits  is  very  small — a  gross  profit  of  less  than  ten  per  cent,  which  includes 
none  of  the  expense  of  advertising  or  handling.  But  the  turn-over  in  one  of  these  depart- 
ments aggregates  $2,000,000  a  year,  and  it  is  possible  to  advertise  it  liberally  at  a  cost 
insignificant  in  comparison  with  the  business  done. 

"I  am  neither  a  born  advertiser  nor  have  I  any  particular  genius  at  merchandising. 
The  growth  of  this  house  is  based  on  Mr.  Carnegie's  principle  of  success — getting  good 
men  around  me.  I  have  always  endeavored  to  employ  the  best  men  I  could  get  in  each 
special  line." 

Sears,  Roebuck  &  Co.  is  now  a  stock  company.  Mr.  Roebuck  was  an  early  employee 
of  Mr.  Sears,  and  his  name  was  used  in  the  first  years  because  it  gave  greater  dignity 


A  RETAILER'S   MAIL  ORDER  DEPARTMENT 


367 


to  the  business.  Incorporated  under  the  Illinois  laws,  the  company  has  a  capital  of 
$2,000,000,  occupies  a  dozen  buildings  in  Chicago  with  800,000  square  feet  of  floor 
space,  has  fifty-three  separate  departments,  and  employs  3,500  people.  While  now 
conducted  through  many  separate  departments,  each  in  charge  of  a  responsible  chief,  the 
business  as  a  whole  is  the  result  of  Mr.  Sears'  ability  in  organizing,  and  is  still  altogether  a 
reflection  of  his  creative  genius. 


A  RETAILER'S  MAIL  ORDER  DEPARTMENT 

THERE  is  no  reason  why  the  small  retailer  who  advertises  should  not  do  some  busi- 
ness by  mail,  selling  in  that  way  goods  that  would  otherwise  be  sold  by  his  com- 
petitor in  the  nearest  big  city  or  the  regular  mail  order  houses  at  a  distance.  It 
doesn't  cost  any  more  to  say  in  each  advertisement,  "Mail  orders  filled  promptly,"  and, 
when  the  advertisement  contains  a  good  many 
items  that  can  be  easily  and  inexpensively 
shipped  to  near-by  points  it  will  nearly  always 
pay  to  devote  a  few  lines  to  an  explanation 
of  the  ease  and  advantages  of  buying  from  a 
house  that  is  not  too  far  away  to  make  prompt 
delivery  and  to  exchange  or  refund  without 
the  provoking  delays  that  often  occur  when 
buying  by  mail  from  far-away  stores.  It 
isn't  necessary  to  have  a  big  fat  catalogue,  but 
it's  a  good  idea  to  inclose  with  each  shipment 
a  brief  circular  covering  the  store's  policy 
as  to  exchanges,  refunds,  etc.,  and  other  cir- 
culars describing  attractive  goods  for  which 
mail  orders  are  wanted.  At  frequent  intervals 
circulars  or  letters  should  be  sent  to  those 
with  whom  you  have  done  business  by  mail 
as  well  as  to  those  with  whom  you  want  to  do 
a  mail  business,  urging  the  advantages  of  trad- 
ing by  mail — the  economy  and  convenience 
of  it — and  making  a  few  special  offers  to  get 
in  touch  with  new  customers  and  renew 
business  relations  with  old  ones  from  whom 
you  have  not  heard  for  some  time.  There  is 
a  particularly  good  opportunity  to  do  busi- 
ness along  these  lines  just  before  Christmas, 
when  an  attractively  prepared  list  of  alluring 
gift  goods  will  bring  you  immediate  busi- 
ness that  can  be  handled  at  very  slight  expense, 
and,  incidentally,  introduce  you  to  a  great 
many  people  who  will  trade  with  you  the 
year  'round.  The  best  list  of  names  you  will 
ever  get  will  be  the  one  you  compile  as  you 

go  along  from  those  who  write  in  response  to  your  advertisements;  but  that"*  will 
be  a  slow  process,  and  it  will  be  better  to  buy  lists  of  taxpayers  or  voting  lists 
from  the  town  clerks  of  those  towns  from  which  you  would  like  to  get  mail  orders. 
It  isn't  necessary  to  cover  a  whole  county  at  once;  you  can  take  up  a  town  or 
two  at  a  time,  those  most  readily  accessible,  and  the  results  of  this  campaign  of 


Buying  Dry  Goods 
By  Mail  or  'Phone. 

DONT  forejo  the  tremendous  advantages  of  shopping  with 
a  great  store,  like  tti 


great  store  like  this  because  you  happen  to  be  located  at 

a  distance.  Order)  by  mail  from  any  place  within  fifty 
miles  will  read)  us  In  a  few  hours,  and  will  be  filled  so  quickly 
that  you  will  be  surprised  to  find  the  goods  delivered  to  you  by 
wagon  or  mail,  often  the  same  day  you  wrjte. 

We  have  bettered  our  Mail  Order  service  year  by 
u  to  make  it  wholly  satisfactory  to  those  people  out  of  tow 
who  don't  find  it  convenient  to  visit  the  store  frequently/.  .--~- 

You  can  feel  when  you  send  your  orders  here  by  mai 
'phone  or  telegraph  that  they  will  be  filled  in 
gent  way  by  experienced  shoppers,  who  will  carefully  interpret 
your  wishes,  and  you  will  get  the  goods  speedily  by  mail,  ex- 
pres*  or  freight,  as  you  elect.  , 

Think  your  stars  if  you  have  a  'phone  at  your  elbow,  for 
then  you  can  explain  fully  wtut  you  wish  and  wejanacton 
your  orders  instantly.* 

"If  you  desire  to  talk  with  any  head  of  a  department  or 


A  GENERAL  ANNOUNCEMENT 


368  HOW  TO  ADVERTISE  A  RETAIL  STORE 

concentration  will  determine  whether  it  will  pay  to  spread  out.  Make  somebody  respon- 
sible for  the  filling  of  every  mail  order.  Insist  upon  the  prompt  acknowledgment  and 
shipment  of  each  one,  or  immediate  notification  if  the  goods  are  "out,"  stating  \vlicn  they 
are  expected  and  asking  whether  you  shall  substitute  other  goods  or  refund  the  monev. 
But  don't  often  be  out  of  things  if  you  want  your  mail  orders  to  amount  to  anything  worth 
while,  and  don't  ever  ask  the  privilege  of  substituting  without  offering  at  the  same  time 
to  refund  the  money. 

Merchants  located  in  small  towns  have  developed  trade  with  mail  order  customers  in 
the  face  of  the  strongest  kind  of  competition.  They  have  proved  conclusively  that  it  is 
not  necessary  to  be  located  in  a  great  mercantile  center  in  order  to  sell  gcxxls  from  cata- 
logues. A  firm  in  a  little  Texas  town  of  1,500  population  have  in  the  short  space  of  two 
years  developed  a  very  profitable  mail  order  business.  What  this  firm  has  (lone  almost 
any  firm  can  do  if  the  circumstances  are  at  all  favorable. 

This  little  1,500  town  is  situated  in  a  rich  agricultural  and  stock-raising  district  in  the 
central  part  of  the  state.  The  nearest  city,  with  a  population  of  about  :•<).<)<)<)  is  only 
twenty  miles  away.  There  is  only  one  railroad  entering  this  town,  but  there  are  eleven 
rural  free  delivery  routes  which  cover  the  surrounding  country  thoroughly.  This  latter 
fact  is  worth  noting  as  it  is  a  great  aid  to  mail  trading.  Their  first  catalogue  was  six  bv 
eight  inches  in  size  and  contained  but  thirty-two  pages.  It  contained  a  long  list  of  articles 
in  dry  goods,  notions,  clothing  for  men,  women  and  children,  shoes,  inillinerv,  etc., 
each  article  accurately  described  and  priced.  Some  of  the  articles  were  illustrated  with 
cuts  furnished  by  the  manufacturers.  About  1,500  copies  of  this  catalogue  were  mailed, 
and  the  returns  were  immediate  and  continued. 

Since  that  time  a  catalogue  has  been  issued  regularly  twice  a  year,  in  the  spring  and 
fall.  There  is  nothing  fancy  or  cute  about  these  catalogues,  they  are  merely  plainly  and 
neatly  printed  business  getters. 

This  firm  uses  circulars  in  addition  to  the  semi-annual  catalogue,  and  find  they  bring 
good  results.  Samples  of  dress  goods,  laces,  embroideries,  ribbons,  etc.,  are  liberally  dis- 
tributed and  bring  gratifying  returns. 

The  advertising  booklets  furnished  by  wholesalers  and  manufacturers  are  freely 
used  and  are  a  source  of  much  business. 

.  There  are  also  about  1,000  telephones  in  the  district  through  which  this  firm's  bus- 
iness extends,  and  these  are  of  the  greatest  service  in  advertising  special  sales  as  well  as 
soliciting  and  receiving  special  orders. 

This  is  only  one  example  from  the  many  that  might  be  cited.  No  retail  house,  how- 
ever, could  expect  a  mail  order  business  to  develop  to  any  extent  without  sjM-cial  adver- 
tising and  a  carefully  conducted  department.  The  methods  of  the  larger  houses  doing 
business  by  mail  might  be  copied  in  this.  The  advertisements  should  be  modified  so 
that  they  would  not  smack  too  much  of  the  "cheap"  order.  The  country  weeklies  of  the 
surrounding  towns  should  be  used  as  well  as  circular  letters. 

In  the  first  instance  a  catalogue  of  some  kind  should  be  compiled.  It  need  not  IM-  large, 
but  it  should  list  a  large  number  of  things.  The  offerings  should  be  attractively  priced,  but 
it  is  not  necessary  that  everything  should  be  lower  priced  than  they  are  at  most  stores.  A  few 
leaders  at  cost  or  nearly  cost  should  be  used  to  make  the  offerings  ;.p|>ear  more  attractive. 

Arrangements  should  be  made  for  sending  samples  of  such  goods  as  can  be  sampled. 
C.  O.  D.  approval  orders  should  be  solicited  on  the  more  expensive  lines.  All  goods 
should  be  sold  subject  to  exchange  or  refund.  In  fact  the  mail  trading  should  be  made  as 
attractive  and  easy  as  any  trading  can  be  and  as  it  is  in  the  home  stores. 

Mr.  R.  W.  Sears,  of  the  firm  of  Sears,  Roebuck  &  Co.,  in  a  recent  interview,  stated 
that  his  success  was  based  upon  the  belief  that  customers  should  be  given  the  best  values 
obtainable.  His  words  as  quoted  are: 

"We  owe  our  great  success  to  the  fact  that  .we  have  always  sacrificed  profit  as  much  as 
possible  to  get  and  hold  the  customer's  business.  In  fact,  we  have  been  satisfied  with  a 
very  small  margin  of  profit— extremely  small.  Wre  give  them  (the  public)  the  utmost 
value  for  their  money." 


— 


UJ 


X 

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370  HOW  TO  ADVERTISE  A  RETAIL  STORE 

NEW  ADDRESSES. 

We  have  placed  your  name  on'  our  mail  order  list,  and  will  consider 
it  a  special  favor  if  you  will  write  in  the  space  below  the  names  and 
addresses  of  a  few  of  your  friends  who  you  think  would  also  like  to  have 

their  names  placed  on  our  list. 

H.  S.  NORWELL  COMPANY, 

Nashua,  New  Hampshire. 


THIRD  PAGE  OF  FOLDER 

It  must  be  remembered  that  one  sale  will  not  make  a  mail  order  success.  Repeated 
orders  from  the  same  customer  are  necessary  for  that.  It  should  be  the  aim  of  every  firm 
to  satisfy  customers. 

When  the  catalogue  is  ready  it  should  be  sent  out  to  the  best  list  of  names  obtainable. 
One  excellent  method  for  obtaining  new  names  would  be  to  use  small  advertisements  in 
all  the  weekly  papers  circulating  in  the  territory  to  be  covered  by  the  firm  in  its  operations, 
offering  to  send  the  catalogue  free  of  charge.  This  will  bring  in  a  number  of  responses 
and  a  good  list  of  names  that  should  be  carefully  followed  up.  Samples  may  be  offered 
in  the  same  way  to  secure  new  names  which  should,  of  course,  be  faithfully  followed 
up.  Another  method  of  obtaining  lists  of  names  is  to  use  low  priced  leaders  in  these 
advertisements  in  a  similar  manner  to  that  followed  by  the  large  mail  order  houses. 
These  offerings  should,  apparently,  be  pushed  for  all  they  are  worth,  but  in  the  end  the 
advertisement  should  advise  the  public  to  send  for  the  catalogue  first.  The  catalogue 
should  list  these  leaders  in  their  proper  sections,  so  that  if  the  inquirer  is  still  disposed  to 
order  that  particular  article  he  will  be  able  to  do  so  from  the  catalogue. 

With  the  catalogue  should  be  sent  an  acknowledgment  of  the  inquiry  and  an 
order  sheet.  If  the  inquirer  has  stated  any  particular  wants  a  personal  letter  telling  about 
the  special  values  should  go  also.  This  letter  should  point  out  the  page  or  pages  in  the 
catalogue  upon  which  these  goods  are  listed. 


A  RETAILER'S  MAIL  ORDER  DEPARTMENT  371 

The  success  of  H.  S.  Norwell  Co.,  Nashua,  N.  H.,  in  the  mail  order  line  might  be  cited 
as  an  example,  the  result  of  untiring  energy  and  good  business  ability.  This  firm  worked 
up  a  good  mail  trade  in  a  little  over  two  years'  time  in  the  face  of  seemingly  insurmount- 
able obstacles.  Nashua  is  a  city  of  25,000  inhabitants  and  is  only  forty  miles  from  Boston, 
Mass.  Within  a  radius  of  fifteen  miles  are  Lowell,  Mass.,  with  100,000  inhabitants; 
I^awrence,  Mass.,  with  65,000  inhabitants;  and  Manchester,  N.  H.,  with  60,000  inhabi- 
tants. All  of  these  cities  have  large  stores  giving  excellent  store  service.  Besides  this 
there  are  always  cheap  excursions  on  the  railroads  leading  into  these  cities  which  carry 
literally  thousands  upon  thousands  of  ruralites  and  suburbanites  to  these  larger  centers 
to  do  their  trading.  Yet  in  the  face  of  these  facts  the  H.  S.  Norwell  Co.  has  built  up  a 
profitable  mail  trade. 

The  mail  order  department  of  this  store  was  started  with  less  than  fifty  names  as  a 
nucleus  for  circularizing.  Now  they  send  out  weekly  about  1 ,500  or  1 ,800  letters,  trade 
bulletins  or  similar  matter,  with  samples  of  goods  from  various  departments. 

Personal  letters  are  used,  form  letters  being  used  only  when  necessary.  These  per- 
sonal letters  whenever  it  is  possible  are  signed  by  some  salesperson  who  has  an  acquaint- 
ance with  the  f>erson  addressed.  This  gives  the  letter  a  personal  quality,  which  has  a 
great  deal  of  weight  with  the  trade. 

This  firm  uses  a  folder,  which  is  invariably  sent  as  an  enclosure  in  all  mail  sent  out. 
To  it  they  attribute  a  great  deal  of  their  success.  This  is  folded  once  making  four  pages 
and  is  about  the  size  of  a  sheet  of  notepaper.  The  first  page  of  this  folder,  which  is 
illustrated  in  this  chapter,  contains  instructions  for  ordering  and  blank  for  name  and 
address,  shipping  instructions,  amount  of  money  enclosed,  etc.  The  second  page  con- 
tains the  order  blank,  the  third  is  used  for  new  addresses  and  the  last  page  contains  a 
list  of  the  various  departments  of  the  store. 

This  firm  depends  very  largely  upon  their  letters  and  bulletins  for  producing  resultful 
mail  orders.  Small  catalogues  are  used  only  upon  special  occasions.  We  reproduce 
below  some  of  these  letters  as  examples  of  literature  that  have  brought  business.  By 
consulting  the  dates  it  will  be  seen  that  they  cover  all  seasons  of  the  year: 

NASHUA,  N.  H.,  May,  19—. 
DEAR  MADAM: 

We  take  pleasure  in  sending  samples  of  what  we  consider  the  best  wash  fabrics  in  America  for 
the  price.  We  nut  on  sale  Wednesday  morning,  May  25th,  10,000  yards  of  high  class  Madras  Ging- 
hams. All  of  them  thirty-two  inches  wide  in  fifty  different  patterns  and  color  combinations;  this 
season's  selections.  The  backward  season  is  the  only  reason  why  the  sale  is  made,  and  also  why  the 
price,  always  25c.  per  yard,  now  is  marked  down  to  15c.  a  yard. 

Our  Mail  Order  Department  is  at  your  service;   it  is  your  department,  organized  for  the  pur- 
pose of  bringing  people  who  cannot  be  at  the  store  every  day,  in  close  touch  with  what  we  are  doing. 
Write  for  samples  to-day.    All  communications  answered  by  return  mail. 

Yours  very  truly, 
H.  S.  NORWELL  Co. 

NASHUA,  N.  H.,  June,  19 — . 
DEAR  MADAM: 

There's  much  that  appeals  to  the  unwary  buyer  on  the  score  of  price  that  does  not  come  up  to 
expectations  in  other  ways,  and  low-priced  goods  that  do  not  give  satisfaction  are  poor  economy.  It's 
just  this  that  has  put  this  store  "  in  a  class  by  itself' ;  in  a  class  that  makes  it  profitable  for  you  to 
come  and  see  the  real  purchasing  power  your  money  has.  Or,  send  to  the  Mail  Order  Department, 
for  samples;  we're  only  too  glad  to  send  them.  We  pay  as  much  attention  to  our  mail  orders  as  we 
do  our  every-day  trade.  To-day  we  enclose  samples  of  thirty-inch  Printed  Lawns.  The  goods  were 
never  retailed  for  less  than  12£c.,  and  upward  to  15c.  These  are  from  the  million  and  a  half  dol- 
lar auction  sale  of  Sweetser,  Pembrooke  &  Co.,  New  York.  The  price  is  8c.  per  yard. 

We  trust  you  will  find  something  that  may  interest  you  in  this  selection. 

Address  all  orders  to  H.  S.  Norwell  Co.  Yours  very  truly, 

H.  S.  NORWELL  Co. 

NASHUA,  N.  H.,  June,  19 — . 
DEAR  MADAM: 

Shopping  by  mail  is  very  easy  at  this  store.  Our  mail  order  clerks  take  as  much  pains  in 
matching  fabrics  or  shades  of  color  as  if  they  were  shopping  for  themselves.  We  receive  many 
compliments  on  our  prompt,  painstaking  and  thoroughly  satisfactory  mail  order  service. 


372  HOW  TO  ADVERTISE  A  RETAIL  STORE 

A  world  of  beauty  is  represented  in  our  stock  of  these  summer  fabrics.  The  collection  of  artistic 
productions  is  far  above  any  display  we  have  heretofore  made,  both  in  high  grade  textiles,  and  the 
inexpensive  materials,  and  this  is  the  most  favorable  time  of  the  season  for  you  to  expert  extraordt- 
nary  values  from  the  store.  Jf  you  cannot  visit  the  store  in  person,  send  for  samples  oi  anything  in 
the  dry  goods  line  and  be  convinced  of  the  truth.  Everything  purchased  at  the  store  during  this 
month  of  June  will  tell  of  unexampled  saving  on  desirable  and  trustworthy  gtxxls. 

On  the  enclosed  postal  card  would  you  be  kind  enough  to  send  us  the  names  of  a  few  of  your 
friends  whom  you  think  might  be  interested  in  our  mail  order  service,  that  they  may  receive  samples 
of  various  underpriced  goods  as  often  as  we  have  them  for  sale. 

Thanking  you  in  advance  for  the  favor,  we  remain,  Yours  very  truly, 

U.S.  NOBWIUi  Co. 

NASHUA,  N.  II.,  June,  19 — . 

DEAR  MADAM: 

We  beg  to  announce  on  Saturday  next,  June  llth,  our  biggest  and  most  ambitious  trade  move- 
ment in  the  history  of  this  store.  Hundreds  and  hundreds  of  splendid  merchandise  values  arrived  this 
week  from  the  million  and  a  half  dollar  auction  sale  of  Messrs.  Sweetser,  Pembrooke&  <'<>..  New 
York.  We  are  very  large  buyers.  We  were  given  every  concession  j»ossible.  The  lines  consist 
of  the  very  newest,  best  and  seasonable  lines,  viz.,  white  goods,  wash  gixxls,  black  and  colored  dros 
goods,  black  and  colored  silks,  hosiery  and  underwear,  ribbons,  table  linens,  towels  and  bedding; 
in  fact,  everything  pertaining  to  first  class  dry  goods.  You  never  heard  of  such  bargains  in  your  life. 
and  it  will  pay  you  well  to  visit  Norwell's  Saturday,  or  any  day  the  following  week.  Attend  this  great 
bankrupt  stock  sale.  This  season's  merchandise  at  one-third  to  one-half  less  than  the  regular  selling 


price 


pi  iuc. 

If  it  is  impossible  for  you  to  call  in  person,  write  to  us  for  samples.  Competent  BawtpeopH 
will  attend  to  your  shopping.  If  dissatisfied  in  any  way  with  your  purchase,  return  the  g(xxLs  at  once 
to  us,  and  your  money  will  be  cheerfully  refunded.  Yours  very  truly. 

II.  S.  NORWELL  Co. 

«        NASHUA,  N.  H.,  July,  19—. 
DEAR  MADAM: 

Your  name  has  been  placed  on  our  mail  order  list  by  a  personal  friend  of  yours,  one  who  has 
been  deeply  interested  in  our  Mail  Order  DejMirtment,  and  who  lias  already  derived  Iwnefit  from 
same.  In  many  cases  it  is  impossible  for  people  living  away  from  the  city  to  be  on  hand  at  each 
and  every  sale.  Therefore,  we  have  adopted  this  plan:  a  Mail  Order  Department  Service  where 
competent  salespeople  will  attend  to  your  shopping.  If  you  are  in  any  way  dissatisfied  with  the 
goods  sent  you,  return  them  at  once  and  your  money  will  be  cheerfully  refunded.  \N  «•  -end  samples; 
we  send  goods  on  memo.,  subject  to  your  approval. 

The  increased  demand  for  mercerized  Jacquards  in  all  the  newest  designs  for  shirt  wai-ts  and 
shirt  waist  suits  confirms  our  claim  that  these  goods  rival  any  twenty-five  cent  g<xxis  u|>on  the  market 
this  season.  The  finish  and  luster  improves  with  washing,  making  it  the  most  meritorious  and  satis- 
factory goods  ever  made  to  retail  at  the  price.  If  you  are  not  already  familiar  with  these  g<xxls, 
inspect  these  samples  closely;  wash  them;  give  them  a  severe  test,  and  if  they  prove  satisfactory  to 
you,  as  we  know  they  will,  mail  your  order  and  we  will  have  it  filled  at  once.  Remember  tin- 
supply  is  limited,  only  enough  in  this  lot  for  about  ten  days'  selling. 

Hoping  to  receive  a  reply,  we  remain,  Yours  very  truly, 

II.   S.  NORWELL  CO. 


NASHUA,  N.  H.,  July,  19—. 
NORWELL'S   JULY  BULLETIN 

SUMMER  NEEDS  AT  FRACTIONAL  PRICES 

The  opportunity  which  this  month  brings  for  an  increased  business  in  these  goods  is  the  reason 
for  these  unusual  offerings.  Buying  greater  quantities  we  can  buy  at  lower  figures,  and  selling  greater 

Siantities  we  can  sell  at  a  smaller  margin  of  profit,  so  you  get  the  benefit  of  two  price  concessions  - 
e  wholesalers'  and  ours. 

All  housewives  should  be  interested.  If  you  do  not  find  something  in  the  list  below  that  fills  a 
present  want,  many  of  the  things  mentioned  will  be  profitable  to  buy  at  these  prices  against  future 
needs — take  our  word  for  it. 

30  in.  Dress  Muslins worth  12Jc   for    9c. 

24  in.  Foulard  Silks worth  75c     for  59c. 

30  in.  Barnaby  Ginghams worth  25c      for  life. 

18  in.  Silk  Floss  Pillows worth  30c      for  19c. 

20  in.  Silk  Floss  Pillows , worth  40c      for  29c. 

22  in.  Silk  Floss  Pillows worth  50c     for  39c. 

22  in.  Silk  Floss  Pillows .  .worth  60c    .  for  45c. 


A  RETAILER'S  MAIL  ORDER  DEPARTMENT  373 

Palmer's  Arawana  I  lammocks  fntin  7/>c  to  $S.  We  guarantee  a  positive  saving  of  10  per  cent, 
on  every  hammock.  Muslin  curtains,  ten  styles  at  !)8e.  a  pair,  worth  $1.25;  Bobbinet  curtains, 
five  styles  ;it  s|.l!»  a  pair,  worth  !jU..">().  I  tidies'  .">()(•  ntvkwear  for  33c.  Silks,  mohair  ard 
cotton  shirt  waist  suits  at  a  ]>ositive  saving  of  one-half.  White  shirt  waists  in  all  the  new  styles  and 
practical  kinds  at  one-half  price. 

Write  to  the  Mail  ( )rder  Department  at  once  for  anything  you  need  This  department  is  shop- 
ping for  hundreds.  Why  not  let  it  shop  for  you?  You  run  no  risk.  Goods  sent  on  appunai  sub- 
ject to  examination.  If  not  what  you  want  return  at  once.  We  send  samples  of  anything  yon  may 
desire.  Yours  very  truly, 

II.  S.  NORWELL  Co. 

Our  bargains,  like  time,  wait  for  no  one.     Don't  delay.     Order  to-day. 


NASHUA,  N.  H.,  November,  19 — . 
|)I:\H   M  \D.\M: 

Yon  have  doubtless  traded  by  mail  before  now,  and  jiossibly  were  not  satisfied.  It  may  be 
that  you  gave  trailing  by  mail  one  trial,  and  getting  poor  service  decided  to  let  it  alone  in  the  future. 
Would  it  IK-  asking  too  much  of  you  to  investigate  our  claims  in  reference  to  our  mail  order  depart- 
ment? It  has  lately  been  reorganized,  systematized,  and  put  in  a  condition  by  which  absolute  satis- 
faction is  guaranteed  to  its  patrons. 

In  a  \\ord.  just  as  much  attention  is  given  to  every  little  detail  of  the  filling  of  your  order  by 
mail  as  is  given  to  the  management  of  the  entire  store.  If  anything,  your  order  by  mail  will  receive 
greater  attention  than  if  you  were  here  in  JKTSOII,  as  it  is  our  ambition  to  make  this  one  department 
second  to  none  in  the  State. 

With  this  brief  introduction,  we  urge  you  to  write  us  for  whatever  you  may  need;  write  to  us 
for  information;  write  to  us  for  samples.  Whenever  this  department  can  be  of  service  to  you,  no 
matter  what  it  might  be.  write  to  us.  We  are  at  your  sen-ice  any  business  day  of  the  year.  We  are 
earnest  ill  our  desire  to  assist  you.  Will  you  write  us  to-day?  Make  this  the  test,  and  by  its  result, 
decide  whether  or  not  this  big  store  may  in  the  future  count  on  you  as  its  patron  and  friend.  We 
promise  to  do  our  part.  Respectfully  yours, 

H.  S.  NORWELL  Co. 


NASHUA,  N.  H.,  January,  19 — . 
DEAR  MADAM: 

We  beg  to  announce  Saturday,  January  14th,  as  the  opening  day  of  our  ANNUAL  SILK  SALE. 
For  days  and  weeks  we  have  been  striving  hard  to  make  this  event  a  distinct  and  masterful  triumph 
over  every  jwust  record.  A  sale  of  this  kind  furnishes  a  yearly  opportunity  for  everyone  to  buy  first 
finality  SILKS  away  UNDER  the  REGULAR  PRICK,  and  incidentally  furnishes  us  with  an  opportunity  to 
do  a  good  sized  volume  of  business  on  a  very  small  margin  of  profit.  Hundreds  upon  hundreds  of 
dollars  worth  of  splendid  SILKS  have  arrived  for  this  sale.  The  lines  consist  of  the  very  newest,  best 
and  seasonable  kinds,  such  as  the  entire  line  of  Windham  Silks  in  black  and  colors,  Cheney's  nine- 
teen- and  twenty-four-inch  Printed  Pongees,  twenty-four-inch  Satin  Foulards,  nineteen-  and  twenty- 
two-inch  Fancy  Silks,  twenty-four-inch  Liberty  Brilliants,  twenty-four-inch  Crepe  de  Chine,  in 
fact  everything  that  is  desirable  for  petticoats,  shirt  waists,  shirt  waist  suits  and  gowns.  A  particu- 
larly fine  range  of  popular  weaves  and  colors  will  be  represented. 

You  never  heard  of  such  bargains  in  your  life,  and  it  will  pay  you  to  visit  NorwelFs  Saturday, 
January  14th.  If  it  is  impossible  tor  you  to  call  in  person,  write  to  us  for  samples  at  once,  filling  out 
the  enclosed  sample  circular.  If  not  interested  personally,  will  you  be  kind  enough  to  hand  this  letter 
to  some  neighbor. 

Thanking  you  in  advance  for  your  kind  favors,  we  remain,          Yours  very  truly, 

II.  S.  NORWELL  Co. 


NASHUA,  N.  H.,  February,  19 — . 
NORWELL'S  FEBRUARY  TRADE  BULLETIN 

Twenty  thousand  dollars  worth  of  spring  and  summer  merchandise  at  half  and  less  than  half 
price,  for  our  Semi-annual  Sale  of  Manufacturers'  Stocks  and  Mill  Ends.  Extremely  heavy  reduc- 
tions made  in  the  price  of  every  piece  of  goods  throughout  this  entire  stock.  Never  in  any  previous  • 
event  have  the  advantages  which  we  have  to  offer  at  this  big  sale  been  equalled.  The  lowest  price 
point  in  every  instance  has  been  reduced,  and  the  prices  are  associated  with  only  absolutely  reliable 
grades  and  kinds,  the  kind  of  goods  you  will  want  right  now. 

Thousands  of  yards  of  Spring  and  Summer  Ginghams,  Muslins,  White  Goods,  Silks,  Dress 
Goods,  Cotton  Cloths,  Outing  Flannels,  Embroideries,  Laces,  Ribbons,  Linens,  Crashes,  Towels, 
etc.,  Blankets,  Comforters,  Sheets  and  Pillow  Cases,  Bed  Spreads,  Wrappers,  Kimonas,  Muslin 
Underwear,  Knit  Underwear  and  Hosiery,  Corsets,  Shirt  WTaists,  Coats  and  Suits,  Boots,  Shoes  and 
Rubbers  at  manufacturers'  prices.  A  manufacturer's  entire  line  of  curtains,  including  the  fine 
and  medium  priced  Muslin,  Bobbinet,  Npttingham,  Motif,  Battenburg,  Irish  Point  and  Renaissance, 
in  white,  cream  and  Arabian  at  exactly  one-half  price. 


der  Ittpartmtnt  of  thit  store  i 
plctely  organized  thai  you  can  do  your  Chopping  In  that 
way  w.tfwtit  difficulty  and  with  the  utmoit  Satisfaction. 


OUR  GREAT  FALL  STOCKS  ARE  READY 


la'tnde  source!,  •  .The  skill  and  peat  taste  of  the  layers  tor  the  Bytes'  store  is 
specially  called  to  the  exclusive  things—  things  found  here  and  no  where  else 


Hrrr  is  a  critical  selection   rom 
te  procured  in  the  world.    Attention 


Linen*  and  Domestics. 


Dress  Goods  and  S  Ik  Department. 


Dress  Trimmings. 


New  Fall  Suits  and  Fun. 


.** 

•~— "JUS 

Art  Department. 


Carpets.  Rugs,  Curtains. 


Umbrellas. 

"""  JOt 


Blanket  Dept. 
i'Sys^K'  47t 

ia » r-«  { 

SSc 

».2J 


Take  a  day  off  and  come  to  Elk- 
hart  to  do  your  fall  shoppinj.  It 
would  be  a  pleasure  to  show  you 
whether  you  buy  or  not. 


Then  too,  we  pay  your  car  fare 
to  Elkhart  and  return  when  you 
purchase  amount  to  J  -"  _  or  re- 
bate an  equal  proportior 


MAIL  ORDERS  SOLICITED 


A  RETAILER'S  MAIL  ORDER  DEPARTMENT  375 

No  sale  of  this  character  this  year  or  any  other  year  has  offered  such  great  values.  The  reason 
for  tills  great  sale  is  this — by  giving  such  big  values  at  a  time  when  it  does  the  most  good,  we  secure 
an  advertisement  that  will  be  lasting.  We  are  bidding  for  the  future,  familiarizing  you  with  the 
high  grade  of  gixxls  that  we  sell  at  such  very  little  prices. 

S\i  i  <UM  \>  SUTIJPAY  MORNING,  FEBRUARY  18rn,  AT  NINE  O'CLOCK,  AND  CLOSES  SATURDAY, 
FEBRUARY  SOTH.  H.  S.  NORWELL  Co. 


NASHUA,  N.  II.,  February,  19 — . 
DEAR  MADAM: 

We  invite  you  to  a  very  special  private  exhibition  and  sale  of  fine  pattern  table  cloths  and  nap- 
kin>.  the  product  of  the  world-famous  manufacturers,  MESSRS.  WILLIAM  LIDDELL  &  Co.,  of  BEL- 
FAST, IRELAND,  who  were  awarded  the  first  pri/e  and  three  gold  medals  at  the  St.  Ixmis  Exposition. 

This  private  display  will  ix-cur  in  our  linen  store,  first  floor,  southerly  annex,  THURSDAY, 
FRIDAY  and  SATURDAY,  FEBRUARY  2nd,  3rd  and  4th,  just  prior  to  our  public  announcement  of  the 
purchase. 

We  have  secured  these  fine  cloths  at  so  advantageous  a  price,  because  of  our  ability  to  handle  the 
entire  lot,  that  we  can  actually  sell  them  AT  FROM  ONE-THIRD  TO  ONE-HALF  LESS  THAN  REGULAR 
PRICES. 

The  lot  comprises  table  cloths  and  napkins  in  all  sixes  of  medium  and  finest  grades  of  satin  double 
damask  in  sii|>erb  designs,  and  we  are  assured  in  advance  of  your  unqualified  approval  both  as  to 
desirability  and  price. 

We  shall  publicly  announce  this  sale  in  the  daily  papers,  but  we  trust  you  will  avail  yourself 
of  the  opportunity  here  offered  for  a  private  and  leisurely  inspection  before  they  are  advertised. 

Yours  very  truly, 

H.  S.  NORWELL  Co. 

We  are  indebted  to  the  Merchants'  Record  and  Show  Window  for  the  letters  and 
examples  quoted  in  this  chapter. 


$art  fteben 
GENERAL  ADVERTISING 


CHAPTER   LXIII 

THE  GENERAL  ADVERTISER 

THE  general  advertiser  lias  a  choice  of  many  ways  of  advertising,  and  it  is  often 
doubtful  which  would  be  the  most  profitable  when  he  has  no  experience  to  guide 
him.     There  arc  three  principal  ways  in  which  he  may  lay  out  his  plans:   viz., 
advertising  his  wares  solely  and  singly  to  the  consumer;    advertising  his  wares  to  both 
the  consumer  and  the  retailer;   advertising  his  wares  to  the  retailer  allowing  him  to  intro- 
duce them  to  the  consumer.     The  first  plan 
mentioned  is  likely  to  be  the  most  costly  of 
the  three  on  account  of  the  great  waste  that 
must  necessarily  attend  such  a  campaign. 
Large  sums  of  money  have  been  literally 
wasted  in  pursuing  such  a  course. 

Unless  the  retailer  can  be  educated  up  to 
a  certain  brand  or  product,  it  is  hardly  ad- 
visable for  the  manufacturer  or  general  ad- 
vertiser to  go  to  the  people  with  a  product 
he  cannot  profitably  supply  direct.  He  may 
create  a  demand  for  his  goods  by  his  adver- 
tising, but  after  the  public  finds  that  he  has 
made  no  provision  for  supplying  it  after  it 


Seal  Brand  Coffee 


A  -rich,  spicy  fragrance   that  helps  digestion— 
That  compels  a  copious  flow  of  the  gastric  juiced 
A  healthy,  stimulating  brain  bracer — that  increase* 
the  mental  activity  naturally  with  no  unpleasant  after 
depression. 

i  A   blood  and  tissue  builder! 

I  These    are    characteristics   of  Seal    Brand    Coffee) 
A    perfect    blend    of   pure,    true,  well    nourished 
U upland"    coffee    berries    grown    on    the     best    coffee 
I  plantations  of  the  world — cultivated  by  the  most  ex- 
perienced coffee  growers. 

Cured  and    roasted    under    our    owij  supervision. 
All  the  delicious  nectar-like  flavors  fully  developed. 
I  Positively  no  injurious,  brain  confusing  or  nerve  weaken- 
ing ingredient.      For  Seal   Brand    Coffee    contains    ab- 
solutely no    poor    or    impoverished    coffee —  no    adul- 
:d  toasted  bread  crumbs. 


THE    STUDENT^ 

The  conquest*   of  Peace    haVe   as  bitter  cost 
As  tho  field*  of  war  and   the   battle  lost) 
For   tho   silent    struggle   and    ceaseless    streio* 
A  man   needs   body   and    ner»e    and    br.,n, 
•trongth   to   endure   and   courage    high 
,To  win  him  and  hold  him  his  victory. 
Ho  Knows  tho  worth  of  tho  perfect  fjr«lt%s» 
'TIS  QUAKER.  OATS,  tho  Food  of  Drain. 

Made  at  Fctatoroiirb,  Canada. 

^-Quaker  Oats- 

land,  Oregon,  do  some  good  advertising. 

Recently  they  sent  out  under  the  grocer's  name  a  circular  describing  their  Economy  Jar 

and  referring  to  this  grocery  store  as  a  place  to  purchase. 

"The  buyer  of  home  things  for  one  family  was  satisfied  with  the  advertising  and  called 
for  the  jars. 


is  created,  they  soon  turn  aside  and  think 
of  something  else. 

A  case  might  profitably  be  cited .  White's 
Sayings,  Seattle,  in  a  recent  issue  says: 

"It  is  not  always  the  fault  of  the  adver- 
tising. 

"The  Ken-  Manufacturing  Co.,  Port- 


380 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


"The  grocer  had  only  the  pints.  He  didn't  have  any  more  quarts,  and  made  the 
excuse  that  he  was  afraid  of  the  jars,  and  didn't  expect  to  buy  any  more. 

"The  price  was  higher  and  he  doubted  if  the  public  would  buy  them.  His  own  obser- 
vation had  led  him  to  believe  that  the  Economy  Jar  wasn't  any  better  than  the  other  kind. 
When  pressed  for  a  reason  he  could  not  give  any. 


COA.T    SHIRT 

M<u>  •»  cunoo  ihinmittT  would ukcfc.   Al 
the  amuuOi  at  ihniok  Wore  aitix  br  the 

MOCM.  this  [mules  e»eh  p*Tt  fflMnUMnt  |M 
3>£m,  aukiog  eur  wo,k  («  !)*  h«. 
91.60  AND   MORE 
CLUCTT,      PtABO 


COAT  SBIRTS 


•»«•  *.  I 

Autt  but  ihry  CMI 

In  V.KJH  tw)  cok»4«i  labra. 

•  I. SO  «nd  mor. 

CLUETT.    PEABOOV   A   CO 

Onlbn  M4  Ifcwtt  to  i  b*  w«rU 


BIGMTNE9S.    FITNESS,   W 
NESS    AND     COLOR    >»ST 
$1.50    AND    MORE 
"ON  AND  OFF  LIKE  A  COAT1 
CLUETT.  PEABODY  &  CO  TROT.  N.  T 


"Shipman",  "Southern"  or 

"Red  Setl" 
Pure  White  Lead 

'has  the  satisfaction  of  knowine 
that  hi»  property  is  protected 
as  well  ar  paint  can  protect— 
'and  his  eyes  assure  him  of  its 
good  appearance. 

FWTS 
ABOUT 


Everybody's 
Flour 


'  What  a  lot  could  be  written  about  having  the  salesman  educated  and  in  sympathy 
with  the  advertising. 

"Here  a  customer  for  Economy  Jars  was  murdered — killed  to  all  intents  and  purposes. 

"And  yet  the  manufacturer  had  advertised  this  grocer  as  one  of  the  retail  dealers  in 
Economy  Jars." 


THE  GENERAL  ADVERTISER 


381 


It  is  a  well-known  fact  that  an  advertised  product  will  be  handled  by  the  retailer  at 
he  close-it   possible  margin,  but  the  manufacturer  who  thinks  he  can  force  the  retailer 
jo  take  up  his  lines  by  the  use  of  a  general  advertising  campaign  will  usually  find  it  too 
r-ostly  to  carry  out  to  a  finish.     The  better  plan  has  always  been  to  first  secure  the  co-opera- 
tion of  the  distributor,  whether  he  happens  to  be  the  wholesaler,  or  jobber,  or  the  retailer. 
A  writer  in  a  well-known  business  maga/ine  has  designated  the  general  advertising 
[campaign  to  the  consumer  as  "the  big  stick"  with  which  retailers  are  to  be  clubbed  into 
Iline.     In  a  mea  ure  this  can  be  done,  but  is  it  the  most  profitable  line  of  advertising  for 
the  new  concern  to  pursue? 

The  second  plan,  and  jxrhaps  the  best  one  of  the  three,  is  completed  by  a  well  directed 

advertising    campaign    to    the    distributor.      The 

••••^•^^•^^^•^^•g  amount  of  the  appropriation   will   usually  deter- 

mine the  extent  of  the  advertising  to  the  consumer. 


COMMON  sense  in  summer 
time  points  to  Kirschbaum 
quarter-lined,  thin,  cool 
clothes— made  of  Bally  bo  Home- 
spun or  the  famous  American 
Blue  Serge. 

They  nave  the  style  and  fit  of 
regular  full-lined  garments. 

Ask  for  Kirschbaum  Summer 
Suits  (Warranted).  Good  stores 
'everywhere,  $10^  to  $20. 

Jniisi  on  teeing  the  Kirschbaum  label 
inaido  breast  pocket  of  coat. 

A.  B.  Kirschbaum  &  Co. 

(Maker*)        Philadelphia  and  New  York 


People  who  know  me  caJJ  a* 


Clothes-olotfist 


tUy  an  at;  Ike  USM  h  well  epplM ; 
1  UB  a  dedpor  of  Mm;  llfOa)    man 


I  IB  a  rnoci  ne4  ef  awa;  Ike  Am 

kl&f    citr   dweDan   aw   wke*   the/ 


way  downtown,  at  baeheeai  and  at 
*****  la  mj  .n/ilniaaav  mj  lal«  at 
Oood  Otothai  and  mj  Daau. 

H>  aim  b  tilt  b  to  teaok  <n»vta- 
taaitac  nua  tkat  rie»«i  biartnj  «iy 
•ark.  rack  m  tfUtm  Inc  *  OIL  Wla> 
ter  Bulu,  OraroaaH,  Tru»a«>,  Walat. 
coau.  "IfackliMtua,"  T«p«»ata, 
Bwaaten  and  Bmokliif  Jackrtl  an  tha 
elotbei  to  imut  on  hartn,-. 

iBeldeataDjr  aU  thu  pablldtr  win 
do  SchloM  Bro..  *  Co.  d*alen  a  world 
of  food-tope  7011  an  a  achlou  Bra. 
*  Co.  man.  or  mil  be. 


Ctothes~ 


7«a  9  COVRT  STREET 


If  it  is  large,  a  national  campaign  may  be  begun  at  once.  The  best  plan,  however,  is  to 
take  up  one  section  of  the  country  at  a  time,  even  a  single  state  thoroughly  worked  is 
likely  to  bring  better  returns  than  a  large  territory  only  sparsely  covered. 

If  he  is  wisely  led  he  will  spend  from  one-half  to  two-thirds  of  his  appropriation  in 
advertising  to  the  consumer  while  the  balance  will  be  spent  in  educating  and  creating 
a  demand  among  the  retailers. 

This  latter  part  of  his  campaign  will  consist  of  trade-paper  advertising  and  the  use 
of  other  supplementary  mediums.  The  retailers  of  the  country  and  of  the  city  are  being 
educated  in  business  methods  and  systems  by  the  trade  press.  Each  paper  has  a  clientele 
of  readers  who  accept  every  statement  found  in  its  columns  as  absolute  truth.  They 


382 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Try  a  King  Calf  Regal 


This  Time 


REGAL 


have  been  educated  up  to  it.  The  trade  press,  then,  presents  the  most  favorable  medium 
for  the  exploitation  of  any  article  to  the  retailer.  This  advertising  must  of  course  be 
supplemented  by  the  use  of  circulars,  booklets,  catalogues,  etc. 

In  this  way  a  firm  can  form  an  acquaintance  with  the  leading  retailers  of  the  country. 
When  the  firm's  salesmen  start  out  on 
their  trips  they  are  carrying  "identified 
goods,"  goods  that  are  already  known 
to  the  retailer.  The  salesmen  are  helj>ed 
to  open  up  new  accounts  and  to  increase 
sales  through  the  advertising  done  to  the 
retailer.  He  has  been  compelled  to  take 
a  look  at  the  new  product,  or  brand,  and 
if  he  is  favorably  impressed  with  it  he 
orders  a  trial  lot. 

It  is  here  where  the  general  cam- 
paign to  the  consumer  should  l>egin. 
A  demand  should  be  created  at  the  time 
when  it  can  be  easily  supplied.  This 
demand  once  started  should  be  steadily 
followed  up  until  it  has  reached  the 
limit.  It  must  then  be  bolstered  up  to 

keep  it  at  its  limit.  There  is  no  end  to  advertising.  Products  that  have  continued  in 
the  public  eye  for  years  have  only  kept  their  places  among  the  large  influx  of  new 
brands  and  products  by  continuous  bolstering  in  the  shajH-  of  general  advertising. 

The  greatest  stumbling  block  in  the  way  of  a  successful  ad\crtisin^  eampaign  direct 
to  the  consumer  is  the  attitude  assumed  by  the  hostile  and  apathetic  retailer.  The  con- 
sumer is  usually  personally  acquainted  with  him.  His  word  is  accepted  a>  the  truth.  If 
he  recommends  an  article  it  is  purchased,  if  he  condemns  it  it  is  not  wanted. 

A  short  time  ago  a  lady  entered  a  New  York  department  store.  Going  to  the  .silk 
counter  she  asked  to  be  shown  some  "Samson"  silk.  This  article  is  extensively  adver- 
tised in  magazines  and  other  mediums  addressed  to  the  general  public.  The  clerk  had 

never  heard  of  "Samson"  silk.  At  least,  he  >ai<l  M>. 
The  customer  had  asked  for  it  out  of  pure  curiosity.  She 
knew  nothing  of  its  merits  or  qualities,  but  had  seen  it 
advertised.  The  clerk  showed  her  other  silks  ami  >he 
was  readily  prevailed  upon  to  accept  another  article 
that  she  regarded  as 
suited  to  her  purpose. 
Thousands  of  incidents 
similar  to  the  above  are 
occurring  daily  all  over 
the  country .  If  a  dealer 
has  not  stocked  a  par- 
ticular-line being  called 
for,  he  either  condemns 
it  -outright  or  speaks 
slightingly  of  it.  It  is 
such  persistent  "knock- 
ing" that  makes  a  gen- 
eral campaign  to  the 
consumer  unprofitable. 
One  of  the  best  methods  of  securing  the  co-operation  of  the  retailer  is  to  supply  him 
with  good  advertising  literature  for  distribution,  samples  for  free  distribution  when  pos- 
sible, advertising  cuts,  window  cards,  etc.  When  the  line  is  confined  to  but  one  merchant 
in  a  town  he  should  be  advertised  as  the  local  distributor. 


TIIK  GENERAL  ADVERTISER 


383 


The  H:il|»rrt  &  Jacobs  and  the  \\Yinstock,  Lubin  &  Co.  advertisements  are  supplied 
by  the  manufacturer.  In  many  cases  space  is  contracted  for  by  the  manufacturer  and 
a  scries  of  advertisements  placed  similar  to  these. 

In  the  larger  cities  where  lines  are  not  confined  the  advertising  done  is  much  more 
of  a  general  nature.  \\e  reproduce  a  number  of  these  advertisements  in  this  chapter. 
The  two  clothing  linns,  A.  H.  Kirsehbaum  &  Co.  and  Hart,  Shaffner  &  Marx,  offer  us 
excellent  examples  of  tins  general  publicity. 

\V.  N.  Aubuchon,  a  noted  writer  on  business  topics  in  a  recent  article  said: 

"  A  window  display  made  by  a  retailer  is  worth  as  an  advertisement  more  than  a  hun- 
dred thousand  paper  circulation,  although  its  influence,  while  operative  upon  compara- 
tively few  consumers,  is  effective  upon  a  greater  number,  because  the  goods  are  there  to 
look  at  and  to  buy;  ready  to  hand,  and  convenient 
for  delivery. 

"The  effect  of  a  display  card  hung  up  in  a 
dealer's  store  is  greater  upon  the  dealer  and  his 
clerks  than  upon  the  transient  customer.  The  card 
or  sign  keeps  the  name  of  the  goods  constantly  in 


Hart   Schaffner  &  Mi 


L».th«r  tmnn.a  with 
California  oak  la  touch  and 
•Prlniy.  tbu»  Mrvtc*at)l« 
and  llilUO. 

Thli  to  DM  l~lti«r  naed 
to  toi.  Tru«  M«ni  Shon 
— tri*r»  why  thvy  «««r  BO 
much  lon«*r  tfcaa  other 
•how  and  HT.  thi  wtarar 
comfort. 

Tour  cholct-ttal  kid. 
valour  or  bos  calf — bat  all 
ar«  aol«d  with  th»  touch 
MwM 

For  laJe  in  Sacramento  by 
Wehutock,  Lnbin  &  Co. 


Do  You  Folly  Understand 

the  Vital  Importance  of 

This  Label? 


To  all  those  who  sleep  on  mattresses, 
it  a  the  sole  protection  and  guarantee 
of  absolute  cleanliness  and  healthful- 
We  apeak  from  a  maker's  point 
of  view,  with  inside  knowledge  of  the 
process.  You  can  satisfy  yourself  as  to 
the  value  and  comfort  of  the  Red  Cross 
Mattress  under  our  guarantee.  The 
mattress  may  be  returned  to  dealer  if 
hi  any  way  it  fails  to  please. 


FT  MAY  BE  TO  YOUR  DEALER'S  INTER- 
EST TO  SELL  YOU  SOMETHING   SO 
CHEAP  THAT  IT  IS  NOT  TO  YOUR 
INTEREST  TO  BUY.  DEMAND 


The  Red  Crou  Sanitary  Felt  Nattrtu. 


Red  Cross  Sanitary  Felt  Mattress  Is  made  of 
long-staple  cotton  cleaned,  sanitized  and  made 
into  8  great  downy  felt  layers,  so  fitted  to  the 
ticking  that  it  never  hardens,  packs  or  lumps 


PRICE    $15.00 


The  Cheapest  Mattress  at  any  Price 


the  mind  of  the  dealer  and  his  clerks,  and  causes  them  to  make  oral  suggestions  to 
customers  to  buy  the  goods,  while  selling  other  articles  to  them. 

"Similarly  a  handsome  dummy  exhibit  is  a  standing  memory  tab  to  the  clerk  who 
sells  the  goods  by  showing  them. 

"A  salesman  on  the  road,  to  save  weight,  often  leaves  at  home  the  sample  of  staple 
goods  which  he  thinks  everybody  knows  all  about,  and  will  not  care  to  look  at  again.  A 
salesman  can  sell  three  times  as  much  if  he  takes  the  sample  and  shows  it,  notwithstanding 
the  fact  that  his  customer  has  seen  it  a  hundred  times  before.  Experience  proves  this 
to  be  true. 

"Hundreds  of  thousands  of  dollars  are  wasted  every  year  by  advertisers  of  merchan- 
dise because  the  edict  has  gone  forth  that  it  is  the  consumer  who  is  the  arbiter  of  the 
trade,  and  that  when  the  advertiser  can  reach  the  consumer  and  mold  his  opinion — the 
world  of  business  is  at  his  feet. 


384  HOW  TO  ADVERTISE  A  RETAIL  STOKE 

"The  consumer,  in  fact,  does  make  final  decision — but  how?  And  how  long  is  his 
decision  in  force  before  it  is  reversed  by  that  higher  court — the  self-interest  and  personal 
influence  of  the  retail  dealer? 

"The  consumer  as  a  class  is  not  wise  in  the  ways  of  merchandising.  By  a  chain  of 
many  interests  attached  to  the  ring  of  suggestion  in  the  nose  of  his  understanding  he  is 
led,  with  little  resistance*  to  the  adoption  of  any  and  every  kind  of  food,  fad,  or  fashion. 
The  man  who  gets  the  strongest  grip  on  the  chain  determines  his  course. 

"The  strongest  influence  is  the  personal  one.  The  man  next  to  the  consumer  who 
wields  the  personal  influence  is  the  retail  dealer. 

"We  are  all  consumers,  and  have  but  to  consider  the  influence  which  caused  us  to  buy 
things  we  did  not  need  and  did  not  use  after  we  bought  them,  to  understand  precisely  the 
power  of  suggestion  by  direct  contact  with  the  personal  element  in  trade,  or  by  direct 
contact  with  the  goods  that  we  bought." 

The  general  advertiser  is  apt  to  point  to  his  advertising  with  pride  and  say  to  the 
distributor,  "We  are  advertising  direct  to  30,000,000  |>eople.  We  are  doing  good  adver- 
tising. Don't  you  want  to  get  your  share  of  this  advertising  campaign!-"  In  many 
cases  the  goods  in  question  become  of  secondary  consideration — the  advertising  campaign 
is  designed  to  sell  the  goods  whether  they  are  worthy  or  not.  The  best  advertising  eam- 
paign  on  earth  will  never  build  a  business  up  when  the  article  offered  is  an  inferior  one. 
The  manufacturer  who  has  an  inferior  article  and  a  few  thousands  of  dollars  for  an 
advertising  campaign  had  better  let  the  campaign  go  and  spend  the  money  in  improving 
the  article. 

We  have  attempted  to  show  that  an  advertising  campaign  direct  to  the  consum 
when  carried  on  over  the  head  of  the  distributor  and  without  his  co-operation  is  likely  to 
prove  disastrous.  We  have  also  made  an  attempt  to  show  how  the  retailer  can  be 
coaxed,  cajoled,  or  forced  to  give  his  efforts  toward  co-operation. 

But  either  of  these  plans  require  a  considerably  larger  appropriation  than  many 
manufacturers  can  afford  to  start  out  with,  lie  \\ishes  to  inereasr  his  business.  How, 
then,  can  he  do  it  if  he  cannot  go  to  the  consumer  with  his  story!'  In  his  ease  he  has  hut 
the  one  plan  worth  pursuing,  until  he  can  afford  to  increase  his  appropriation,  and  that 
one  plan  has  made  thousands  of  firms  take  prominent  plaees  among  our  eonimereial 
industries  who  had  at  first  to  struggle  for  mere  existence.  The  plan  is  simple,  but  when 
carried  out  faithfully  is  also  a  winner.  It  consists  entirely  in  advertising  to  the  retailer 
or  distributor.  He  is  to  be  interested  in  every  possible  way  in  the  goods  offered  to  him. 
New  accounts  are  to  be  persistently  solicited  and  old  ones  carefully  nursed.  By  this  plan 
the  manufacturer  exerts  all  his  energies  upon  the  retailer  who  distributes  his  wares  and 
allows  him  to  open  up  the  field  direct  to  the  consumer.  The  same  mediums  mentioned 
before  are  used.  The  merits  of  the  goods  and  the  profit  to  be  obtained  through  handling 
them  are  emphasized  in  this  plan,  while  in  the  former,  the  great  value  of  the  general 
advertising  being  done  was  made  one  of  the  chief  inducements  for  handling  the  product. 


CHAPTER  LXIV 

THE  GENERAL  ADVERTISER'S  CAMPAIGN 

THE  general  advertiser  may  use  many  mediums,  but  his  first  attention  is  drawn  to 
the  magazines  and  daily  papers.     In  the  first,  including  the  national  weeklies, 
he  can  get  a  national  hearing.     In  the  latter  he  can  get  a  more  localized  hearing. 
In  some  cases  it  would  be  better  to  use  only  one  of  these  classes,  in  other  cases  both  are 
necessary.    It  is  impossible  to  reach  the  whole  population  of  the  United  States  by  a 
paying  advertising  campaign.     It  is  just  possible  that  the  largest  national  advertisers 
are  satisfied  if  they  can  place  their  advertisements  before  fifty  per  cent,  of  the  people. 


TIIK   (JKNKUAI,  ADVERTISER'S  CAMPAIGN 


385 


The  Star  Hat  Man  Helping  Georgia. 


Tin-  large  medical  advertisers  reach  more  possible  customers  than  any  other  class  of 
advertisers,  hut  they  do  not  do  it  by  using  the  newspapers  and  magazines  alone.  They 
use  billboards,  street  ears,  circulars,  booklets,  almanacs,  demonstrations,  sample  dis- 
tribution, etc.  The  large  advertiser  will  use  many  of  these  to  his  advantage,  but  often 
the  nature  of  his  products  curtails  to  a  large  extent  the  mediums  he  can  profitably  use. 

Mv  using  about  twenty- live  magazines  and  women's  periodical!  he  can  reach  a  large 
proportion  of  this  audit-life  of  fifty  per  cent,  of  the  people  of  the  United  States,  but  he 
mu*t  ust>  the  principal  daily  or  Sunday  editions  of  the  great  dailies  to  get  paying  results. 

The  best  plan  for  the  general  advertiser  to  follow  in  preparing  a  campaign  for  the 
first  time  would  be  to  consult  an  advertising  agency.  These  agencies  are  in  a  position 
to  lay  down  plans  for  covering  any  particular  territory  or  the  whole  of  the  United  States. 
They  can  purchase  space  for  less  money  than  the  advertiser.  They  can  help  him  formu- 
late his  plan,  prepare  his  copy  and  in 
general  suggest  methods  for  looking 
after  the  business  as  it  matures. 

Besides  the  maga/ines  and  news- 
papers the  general  advertiser  will 
probably  use  billboards,  although 
there  is  some  uncertainty  about  the 
real  value  of  the  billboard  to  the 
average  advertiser.  It  is  a  medium 
that  is  used  largely  to  supplement 
newspaper  advertising,  and  used  in 
this  way  will  perhaps  enhance  the 
value  of  the  newspaper  space.  It  is 
sometimes  used  locally  to  aid  in  giv- 
ing publicity  to,  and  during  demon- 
strations, during  sampling,  etc. 

Prices  range  from  one  to  sixteen 
cents  per  sheet  of  twenty-eight  by 
forty-two  inches  in  size  for  one 
month.  This  price  includes  a  guar- 
antee that  the  paper  will  be  rehung 
without  charge  if  destroyed  by  storm 
or  otherwise.  The  advertiser  will 
have  to  stand  the  cost  of  the  extra 
sheets.  In  any  case  about  twenty- 
five  per  cent,  additional  paper  should 
be  laid  out  for  waste  in  this  way. 

The  billboard  portion  of  a  cam- 
paign may  include  painted  display 
stands.  While  these  are  more  per- 
manent they  are  much  more  costly 

to  install.     They  can  be  used  to  best  advantage  after  the  advertiser  has  established  his 
product. 

Street  cars  are  generally  accepted  as  being  of  excellent  value  in  a  publicity  campaign. 
They  should  never  be  used  to  the  exclusion  of,  but  as  a  supplement  to,  the  newspaper  and 
magazine  campaign. 

The  extent  to  which  his  campaign  shall  go  in  including  mediums  lies  largely  in  the 
size  of  the  advertiser's  appropriation.  There  is  one  class  of  publication  that  he  cannot 
afford  to  omit,  however,  and  that  is  the  trade  papers.  These  monthlies  and  weeklies  are 
going  regularly  to  his  customers — to  his  partners  as  it  were  in  the  distribution  of  his  wares 
to  the  consumer.  These  retailers  must  be  educated.  They  must  be  reminded  that  such 
goods  exist. 

The  value  of  this  trade  paper  advertising  will  depend  more  largely  upon  the  style  and 


Tttt  STA»  HAf  MAN  HAS  A  DAT!  WITH  A  rEACH. 


ROTHSCHILD   BROS.   HAT  CO. 

SAINT  LOUIS,  U.  8.  A. 

LARGEST  DISTRIBUTORS  OF  HATS  IN  THE  WORLD. 


386 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


WANDESS 


argument  of  the  advertisement  than  upon  the  mediums  selected.  The  advertisement  of 
the  Rothschild  Bros.  Hat  Co.,  St.  Louis,  Mo.,  is  about  as  silly  as  anything  coming  from 
a  business  firm  can  possibly  be.  Where  is  its  value  from  the  advertiser's  standpoint? 
The  only  part  of  the  advertisement  that  can  be  considered  as  advertising  is  the  last  line 
which  reads,  "Largest  distributors  of  hats  in  the  world."  The  value  even  of  that  line  is 

questionable. 

The  trade  paper  advertisement  should  be  specially  prepared  by  a  man  who  knows 
all  about  the  article.  He  must  tell  the  retailer  about  the  article,  give  some  of  its  advantages 
over  others;  he  must  tell  how  it  is  put  up,  why  it  is  put  up  in  the  manner  indicated,  etc.: 
he  should  urge  a  trial  order  even  if  it  is  only  to  the  extent  of  the  smallest  quantity  that  he 
can  conveniently  ship,  and  in  most  cases  he  should  be  willing  to  pay  the  cost  of  transpor- 
tation and  allow  of  the  return  of  the  shipment  if  it  should  prove  unsatisfactory.  Sneh 

an  advertisement  will  elicit  inquiry  and 
bring  business. 

Just  note  how  particularly  inform- 
ing the  advertisement  of  Wei 
Segal's  is.  Try  and  find  out  why  the 
advertisement  was  ever  plaeed.  It  is 
astonishing  how  readily  men  will  buy 
space  in  exj>ensive  periodicals  and  mis- 
use it.  Such  an  ad.  will  neither  sell 
goods,  secure  prestige,  nor  arouse  curi- 
osity in  the  goods  for  sale.  This  ad- 
vertisement oeeupied  a  whole  page  in  a 
prominent  trade  paper. 

To  supplement  the  work  of  the 
salesmen  the  manufacturer  must  issue 
occasional  circulars  and  folders  illus- 
trating new  and  seasonable  lines.  The 
retailer  must  not  l>e  allowed  to  think 
that  his  I'jm.rite  firm  cannot  supply  his 
wants.  There  must  also  be  a  constant 
going  out  after  those  dealers  who  have 
not  stocked  the  articles  he  manufactures. 
A  catalogue  here  is  a  necessity  for  most 
firms.  Those  whose  lines  are  extensive 
or  radically  different  must  use  one. 

The  merit  of  printed  matter  can  be 
rightfully  judged  only  by  its  results 
Actual  results  form  the  only  standard 
by  which  advertising  value  can  be 
accurately  measured,  and  criticism 
based  on  any  other  is  likely  to  be  fal- 
lacious and  misleading.' 
In  considering  the  catalogue  the  first  question  that  suggests  itself  in  connection  with 
the  subject  will  naturally  be:  "Whatis  the  catalogue's  place  in  an  advertising  campaign?" 
It  has  been  proved  to  the  satisfaction  of  nearly  all  advertisers,  large  and  small,  that 
as  a  rule  a  catalogue  must  be  used  in  exploiting  any  line  of  goods.  This  is  because  the 
catalogue  affords  the  opportunity  for  the  impressive  display  of  an  entire  line  of  goods, 
with  extended  descriptions  and  other  practical  information  added.  As  a  proof  of  this 
belief  one  has  only  to  study  the  modern  advertisement  that  appears  in  our  modern  maga- 
zines. In  these  we  often  find  the  catalogue  forced  to  the  front  while  the  goods  supposed 
to  be  advertised  are  kept  in  the  background.  These  advertisements  are  inserted  for  the 
purpose  of  inducing  the  public  to  send  for  the  advertiser's  catalogue. 

We  thus  find  that  the  catalogue  is  recognized  as  a  vital  feature — the  clinching  ele- 


WEISS  &  SEGAL 

1 8-20-22  Washington  PI.,  at  Greene  St., 

NEW  YORK 
WASTEFUL  TRADE  PAPER  ADVERTISING 


THE  GENERAL  ADVERTISER'S  CAMPAIGN 


387 


meiit — of  an  advertising  campaign.  When  properly  prepared  and  printed  the  catalogue 
appeals  to  the  reader  at  a  moment  of  leisure  when  its  strength  is  a  thousandfold  more 
potent  than  a  maga/inc  advertisement  can  l>e. 

Mr.  Louis  Barta,  of  The  Barta  Press,  Boston,  one  of  the  most  successful  of  artistic 
printing  establishments  in  the  I'niled  States,  sums  up  the  advantages  of  a  well-prepared, 
neatly  printed  catalogue  as  follows: 

"  First.  It  is  the  public  link  which  connects  the  maker  of  the  goods  with  the  people 
who  buy  them — a  virtual  bill  of  fare,  but  better  than  a  bill  of  fare,  because  it  is  descrip- 
tive and  does  not  run  in  courses. 

"Second.     It  can  be  sent  to  the  exact  person  where  it  is  likely  to  do  the  most  good. 

"Third.     It  gets  close  to  the  consumer. 

"Fourth.     It  possesses  an  indescribable,  yet  plainly  felt,  influence. 

"Fifth.     It  is  the  salesman's  assistant." 

The  catalogues  in 
use  to-day  may  be  di- 
vided into  four  classes: 
the  odd,  the  elaborate, 
the  extremely  artistic, 
and  those  in  which  sim- 
plicity is  the  dominant 
note. 

The  comparative 
value  of  these  classes 
have  been  established 
by  e\|)eriment. 

A  manufacturer  who 
used  catalogues  found 
by  actual  test  that 
the  odd-shaped  ones 
brought  a  great  many 
requests  for  additional 
copies,  but  sold  few 
goods.  He  also  found 
that  the  elaborate  and 
extremely  artistic 
brought  about  the  same 
results.  After  trying 
in  vain  to  make  these 
finely  printed  catalogues 
bring  him  business  he 
prepared  a  catalogue  in 
which  simplicity  was 
the  prominent  idea.  It 
was  modeled  on  simple 
lines,  without  any  frills 

or  flourishes  that  so  many  designers  and  writers  of  advertising  insist  on.  The  size  was 
convenient  for  handling  and  filing;  the  illustrations  were  exact  engravings  of  his  goods, 
confined  chiefly  to  reproductions  of  the  articles  advertised;  the  type  matter  was  neatly 
arranged,  set  in  a  legible  face;  the  stock  used  was  of  good  quality;  and  the  presswork 
excellent,  bringing  out  both  type  and  illustrations  to  the  best  advantage. 

The  results  achieved  by  this  catalogue,  after  a  year's  test,  were  proved  by  the  order 
of  a  new  edition  for  the  following  year.  His  experience  has  been  the  same  as  a  great  many 
others. 

It  has  become  evident,  then,  that  simplicity  is  the  secret  of  success  as  far  as  catalogues 
are  concerned.  Oddity,  elaborateness,  and  extreme  artistic  effects  attract  attention  to 


MEN  OF  MASSACHUSETTS 

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HPUBLICAMS,DCK<XRAT$,SOCIAll 


OFHISCUIBRE 
GIVES  UP  THE 
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ftMERICAH  tITIZEH 
HIS  CAREER  AN 
INSPIRATION 
TO  THE  YOUTH 
OFTHF 


ELECTION   ADVERTISING  THAT  MADE  GOOD 


388  HOW  TO  ADVERTISE  A  RETAIL  STORE 

themselves  rather  than  to  the  goods  advertised,  and  thus  the  vital  element  of  forcefulness 

is  lost. 

On  the  contrary,  simplicity  not  only  appeals  to  all  classes  of  people,  but  it  also  serves 
to  emphasize  the  subject  of  the  catalogue.  It  gives  the  advertiser's  proposition  an  attrac- 
tive setting,  but  does  not  allow  that  setting  to  overshadow  the  substance,  and  in  this  \\  ay 
it  directs  the  attention  to  the  proposition  and  brings  profitable  results. 

Every  manufacturer  must  sell  his  wares;  he  is  therefore  interested  in  every  device 
that  will  aid  him  in  so  doing.  Only  one  method  of  publicity  is  adapted  to  all  cla- 
goods;  properly  handled,  a  catalogue  will  sell  goods.  Consider  the  enormous  mail  order 
business  built  up  by  and  dependent  upon  the  catalogue.  One  western  concern  issues  ;1 
mail  order  catalogue  as  big  as  a  family  Bible,  requiring  a  big  printing  office  exclusively 
to  make  it. 

After  the  retailer  has  been  successfully  reached  the  general  advertising  campaign 
may  be  entered  upon  with  some  assurance  of  success.  The  manufacturer  can  then  con- 
fidently believe  that  when  he  stirs  up  a  community  that  it  can  be  easily  and  readily  sup- 
plied with  his  wares  when  called  for. 

As  a  usual  thing,  it  will  pay  the  general  advertiser  who  has  but  a  few  thousands  to 
spend  for  his  first  advertising  campaign,  to  begin  in  a  single  large  city,  spending  his  appro- 
priation largely  in  its  newspapers,  on  its  billboards,  in  its  street  cars  and  among  its  retailers. 
Here  he  should  hammer  away  until  he  has  secured  a  fairly  well  established  trade  be t'o re- 
enlarging  his  territory  by  taking  on  another  city,  or  the  smaller  towns  near  by. 

His  success  will  be  twice  as  rapid,  and  at  less  cost  if  he  does  not  take  up  the  magazines 
with  their  scattered  circulation  until  he  has  thoroughly  worked  all  the  large  cities  and 
prepared  himself,  in  a  measure,  to  get  value  from  their  national  circulation. 


CHAPTER  LXV 

THE  VALUE  OF  AN  INQUIRY  AND  THE  FOLLOW-UP  SYSTEM 

THERE  are  some  advertisers  who  have  laughed  at  the  follow-up  system.  There  are 
many  firms  who  have  found  the  follow-up  system  to  be  a  very  remunerative 
institution. 

There  is  hardly  any  commodity  that  cannot  be  successfully  advertised  direct  to  the 
consumer.  There  is  hardly  any  advertising  campaign  that  should  not  include  in  its 
plan  the  getting  of  inquiries  from  prospective  customers  and  the  turning  of  these  inquiries 
into  orders. 

At  first  thought  one  would  imagine  that  the  manufacturer  to  follow  out  this  plan  must 
install  a  regular  mail  order  department.  In  many  cases  this  will  not  be  necessary,  neit  her 
will  it  be  advisable.  A  search  through  the  advertising  pages  of  any  magazine  will  reveal 
three  classes  of  advertisements.  First,  mail  order  advertisements,  wherein  the  article 
advertised  is  sold  direct  to  the  consumer  by  the  advertiser.  Second,  advertisements  that 
are  merely  intended  to  advertise  some  article  that  is  sold  by  retailers  and  which  is  already 
more  or  less  known.  In  some  cases,  these  advertisements  are  used  merely  for  the  purpose 
of  reminding  the  reader  of  an  article  already  known.  In  this  class  we  may  mention 
Pears'  soap.  A  pretty  picture  and  the  name  of  the  article  is  all  that  is  here  given.  Usually 
the  advertisement  suggests  some  use  for  the  article,  but  that  is  about  as  far  as  it  goes. 
There  are  others  that  are  prepared  for  the  purpose  of  educating  the  people  to  use  the 
article  advertised,  of  such  we  may  mention  Pearline.  These  advertisements  are  educa- 
tional in  many  ways.  They  show  how  Pearline  should  be  used,  when  it  may  be  safely 
used,  and  why  it  should  be  used. 

A  third  class  are  those  that  advertise  a  certain  article,  usually  something  new,  and 
where  an  inquiry  is  solicited.  This  is  done  by  offering  a  booklet  or  sample. 


INQUIRY  AND  FOLLOW-UP  SYSTEM  389 

The  persons  making  inquiry  about  the  article  are  presumed  to  be  interested  in  it. 
They  have  shown  this  much  by  taking  the  trouble  to  ask  for  further  information  about  it. 
Thev>  inquirers  are  possible  customers, what  shall  the  manufacturer  do  with  them?  He 
can  follow  one  of  two  plans.  He  can  fill  any  orders  he  may  receive  direct  from  the  fac- 
tory or  he  can  refer  them  to  the  local  dealer,  when  there  is  one  in  the  locality  handling 
his  wares.  The  latter  course  is  preferable  when  possible. 

When  an  inquiry  is  received  the  information  asked  for  should  be  carefully  and  simply 
given.  The  proposition  has  interested  the  one  who  sent  the  inquiry  and  who  has  become 
a  shopper,  as  it  were,  at  the  manufacturer's  store.  If  an  order  does  not  follow  this  reply 
another  letter  or  circular  should  be  used  to  try  and  clinch  the  former  argument.  The 
number  of  pieces  to  a  "follow  up"  depends  largely  upon  the  nature  of  the  article  that  is 
being  offered. 

When  an  inquiry  is  made  from  the  consumer  to  the  manufacturer,  who  has  local  rep- 
resentatives or  agents  they  should  in  every  case  be  referred  to  the  one  nearest  the  place  of 
inquiry.  The  agency  should  also  be  advised  so  that  they  may  go  out  after  the  possible 
customer. 

Where  no  agency  is  established  the  inquiries  may  be  turned  into  orders  and  after- 
ward used  to  convince  the  retailer  at  that  point  that  the  wares  are  in  demand  there. 

The  "follow-up"  system  in  advertising  is  a  distinctly  modern  evolution.  It  is  the 
ruthless  enemy  of  generalities,  and  under  its  operations  publications  that  cannot  stand 
the  test  of  showing  definite  results  are  weeded  out  of  the  list. 

Mr.  John  Lee  Mahin,  a  recognized  authority  on  the  subject,  says: 

"A  'follow-up'  system  not  only  conserves  many  little  things  that  would  otherwise  go 
to  waste,  but  enables  the  head  of  a  business  to  get  more  definite  data  as  to  the  value  of 
advertising  media  and  methods.  Bookkeeping  is  considered  by  some  an  unnecessary 
expense.  The  'follow-up'  system  finds  the  most  cordial  welcome  where  the  economy 
and  value  of  carefully  kept  books  are  most  fully  appreciated. 

"It  is  in  the  use  of  the  prominent  magazines  that  the  'follow-up'  system  has  been 
developed  to  the  finest  details.  Let  us  assume  that  the  article  being  advertised  appeals 
only  to  people  possessing  incomes  of  $1,200  a  year.  This  is  distinctly  the  magazine- 
reading  class  and  comprises  twenty-one  per  cent,  of  the  families  of  the  United  States. 
An  announcement  in  these  publications  has  more  prestige  with  their  readers  than  the 
same  announcement  would  have  if  made  in  the  daily  paper,  for  the  reason  that  the  readers 
of  magazines  have  formed  a  habit  of  accepting  them  on  what  to  cook,  what  to  eat,  what 
to  wear,  what  to  read,  and  how  to  furnish  and  conduct  a  home.  The  words  of  a  banker 
concerning  a  man's  financial  responsibility  have  more  weight  than  the  same  words  would 
have  if  uttered  by  the  barber  who  regularly  shaves  this  man. 

"Devote  ninety  per  cent,  of  the  space  you  use  to  publicity  and  but  ten  per  cent,  to 
advertising  something  that  will  produce  an  inquiry  from  one  whom  you  know  will  be 
more  than  ordinarily  interested.  If  you  are  selling  flour  offer  something  like  this: 
'  Free — forty  new  recipes  for  baking  bread,  by  Mrs.  Rorer,  Mrs.  Lincoln,  Miss  Willis, 
Mrs.  Ewing,  etc.' 

"You  can  rest  assured  that  every  answer  coming  from  a  reader  of  a  high-class  publi- 
cation is  a  woman  who  has  more  than  an  ordinary  interest  in  bread-baking.  This  woman 
may  not  care  what  she  reads,  what  she  wears,  nor  what  her  social  position  may  be,  but 
she  can  safely  be  counted  on  to  have  a  special  interest  in  cooking  and  a  reputation  already 
made  or  in  process  of  making  for  superiority  in  this  line  among  her  friends.  A  'follow-up ' 
system  to  handle  this  inquiry  might  safely  include  two  or  three  letters  to  the  inquirer 
soliciting  an  order  through  her  dealer.  A  reference  of  this  matter  to  her  dealer  would 
accomplish  three  things: 

"First.    A  new  way  of  impressing  the  dealer  with  the  name  and  quality  of  your  flour. 

"Second.  Unmistakable  evidence  to  the  dealer  that  your  advertising  was  effective 
enough  to  reach  his  customers. 

"Third.     An  opportunity  for  you,  in  submitting  copies  of  your  letters  to  the  dealer's 


390 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


customer,  to  educate  the  dealer  in  new  ideas  as  to  the  successful  pushing  of  your  flour  at 
higher  prices  and  for  other  reasons  than  price  alone. 

"This  latter  feature  is  a  delicate  one.  Many  dealers  resent  any  instructions  on  how- 
to  sell  goods,  notwithstanding  that  books,  cash  registers,  insurance  and  advertising  space 
require  much  training  and  coaching  of  solicitors  before  sales  can  be  made. 


GOOD  TELEPHONE  PUBLICITY 

"I  know  one  magazine  advertiser  who  used  twenty-two  letters  to  sell  an  article  of 
household  furniture  in  a  city  where  the  best  dealers  had  refused  to  take  it  up  because 
they  were  perfectly  satisfied  with  the  lines  they  were  then  carrying.  After  making  this 
sale  direct  at  the  FULL  RETAIL  PRICE  the  manufacturer  found  that  he  had  an  advocate 
in  his  purchaser  who  asked  the  dealer  to  put  in  a  line,  which  was  done. 

Another  point  about  these  inquiries  is  the  basis  they  give  for  enthusing  salesmen  and 
having  them  re-enthuse  the  dealers  they  call  on.     It  can  and  should  be  made  educational 


INQUIRY  AND  FOLLOW-UP  SYSTEM 


391 


as  to  consumer,  dealer,  and  salesmen,  and  as  such  the  'follow-up'  system  may  be  safely 
regarded  as  no  mere  t'ad  hut  a  permanent  addition  to  the  economy  of  modern  business,  as 
nuieli  as  the  telegraph,  telephone,  typewriter,  and  eard-index  system." 

It  can  easily  be  seen  from  the  foregoing  that  a  "follow-up"  plan  can  be  made  to  do 
many  things,  to  serve  many  purposes.  Perhaps  a  summary  of  these  may  not  be  out  of 
place. 

First.      It  serves  as  a  guide  to  the  best  paying  mediums. 

Second.  It  serves  !o  show  the  style  and  elass  of  copy  that  will  draw  inquiries,  and 
proves  the  relative  value  of  inquiries  drawn  from  different  styles  of  copy. 

Third.      It  serves  to  reach  customers  in  districts  remote  from  a  distributing  point. 

Fourth.  It  serves  to  prove  to  the  dealer  who  does  not  handle  the  goods  that  there  is 
an  actual  demand  for  them  in  his  locality. 

Fifth.  It  serves  to  prove  to  the  dealer  handling  the  goods  that  the  advertising  is  being 
read  and  is  proving  result  fill  in  sales. 

l?y  all  means  we  would  advise  a  strong  "follow-up"  campaign  for  the  new  advertiser. 
His  l>rand  or  article  being  unknown  it  requires  extra  efforts  to  place  them  before  the 
public.  But  if  he  expects  this  '' follow-up"  system  to  pay  back  its  cost  in  direct  results 
lie  will  likely  l>e  disappointed. 

The  following  clipped  from  an  advertising  magazine  shows  how  expensive  these 
inquiries  are,  but  it  does  uot  show  how  much  they  have  directly  or  indirectly  profited 
the  advertiser: 

/Y<//-.w//'.s-  M(ii/,r.i//i  furnishes  the  list  below  showing  the  tabulated  cost  of  replies  for 
a  booklet  advertised  by  the  C.  B.  &  Q.  Railroad  in  the  magazines  for  one  month: 


Pearson's $1 .51 

Everybody's 2.10 

Metropolitan .  .  .- 2 . 50 

The  Outing  Magazine 2.60 

(\i-;Miopolitan 2.74 

World's  Work 2.86 

Leslie's  Monthly 3 . 36 


Munsey's $3.54 

Outlook 3.55 

Review  of  Reviews 3.56 

Scribner's.    3 . 66 

Century 6.00 

Harper's  Magazine 6 . 46 


This  merely  shows  what  it  costs  per  inquiry  in  the  different  magazines  for  one  month. 
It  does  not  show  nor  attempt  to  show  the  cumulative  value  of  the  advertising  done  by  the 
C.  B.  &  Q.  R.  R. 

Supposing  the  average  inquiry  costs  the  advertiser  five  dollars  and  that  he  sells  direct 
from  his  "follow-up"  system  on  an  average  of  only  one  dollar  per  inquiry.  This  proves 
his  loss  apparently.  But  suppose  ten  per  cent,  of  these  inquiries  come  from  districts  where 
he  has  found  no  outlet  for  his  goods — where  no  dealer  has  been  induced  to  handle  his 
wares.  He  has  secured  valuable  data  with  which  to  further  pursue  his  selling  campaign. 
He  can  take  these  inquiries  and  orders  and  place  them  before  the  merchants  of  those 
localities.  If  he  secures  through  this  means  a  small  per  centage  of  new  accounts  it  can 
easily  be  seen  that  a  five  dollar  inquiry  is  not  so  expensive  after  all.  It  may  be  the  direct 
or  indirect  means  of  selling  thousands  of  dollars  worth  of  his  wares.  His  advertising  in 
cases  like  this  is  paying  him,  and  he  knows  it. 

The  advertiser  who  does  not  elicit  inquiries  who  has  no  "follow-up"  system  may  be 
making  money  out  of  his  advertising,  or  not.  His  business  may  be  increasing,  or  not.  But 
he  cannot  prove,  one  way  or  the  other,  that  it  is  due  to  his  advertising. 


Sights  that  Please 

Twin  Mountains  it  and  on  titter  Kan 
At  \V»ter  Gap.  in  presence  grand. 
Toe  river's  flight  i<  winJmj  li^kt. 
TKere  on  tte  Road  o<  AntnracAe. 

If  you  are  going  to  New 
York  tkis  spring  you  will  en- 
joy the  journey  as  never  before  by 
taking  the  Lackawanna  Railroad, 
tke  best  way  between 

Buffalo  arid  New  York 

affording  a  deligktful  journey  along  tke 
Susquebanna  River,  over  tbe  Pocono  Moun- 
tains  tbrougb  tbe  famous    Delaware  ^Vater 
Gap  and  across  tke  Higklands  of  New  Jersey. 

Library,  Buffet  ^Smoking  Cars 

are  now  in  service  on  tbe  New  York  and   Buffalo 
Limited,  leaving  Buffalo  daily  at  8.45  p.  m.  arriv- 
ing New  York  7.50  a.  m.      Tbe  latest  periodicals. 
daily  newspapers  and  a  perfect  buffet   service  oner 
attractive  means  of  enjoying  tbe  interim  before  retiring. 
Tkis  is  only  one  of  several  luxurious    trains  leaving 
Buffalo  daily  for  New  York. 

Washington  Excursions 


lacbvanna 
Railroad 


A  trip  to  tbe  Nation'!  Capital  al  tbii  MI 
U  one  never  to  be  forgotten.  Popular  Washington' 
excursion!  on  Marcb   16  and  Arjrll  1  al  $10  00 
for  round  trip,  ticket;  good  tea  dayt. 

For  full  information  w  to  time  of  Iraini,  Pullmo  reierraliou,  etc.,  com- 
.  BHinicate  with  F>ed  P  Foi,  DiTOioo  Faunger  Ageni,  289  Uaio  Sueel.  BufUlo. 


The  Road  of 


GOOD  RAILROAD  PUBLICITY 


VALUE  OF  A  TRADE-MARK  OR  TRADE  NAME  393 

CHAPTER  LXVI 

THE  VALUE  OF  A  TRADE-MARK  OR  TRADE  NAME 

WI I KN  the  manufacturer  sets  out  to  advertise  his  line  of  goods  he  will  save  himself 
many  thousands  of  dollars  by  selecting  a  trade-mark  or  a  trade  name  by  which 
his  goods  can  be  identified  easily  by  both  the  customer,  or  consumer,  and  the 
retailer,  or  distributor. 

"Factories  are  a  small  part  of  the  tobacco  business — you  can  build  them  any  time — 
but  brands,  or  trade  names,  are  everything."  said  Mr.  James  B.  Duke,  head  of  the  Amer- 
ican Tobacco  Company,  in  a  recently  published  interview.  "It  takes  years  and  barrels 
of  money  to  establish  a  brand  of  tobacco  and  make  it  profitable  to  the  manufacturer.  We 
have  one  brand  of  smoking  tobacco  which  nets  us  $2,000,000  a  year.  I  wouldn't  sell  the 
simple  right  we  have  in  its  name  for  $1.5,000,000  cash  in  hand.  Moreover,  we  always  have 
a  new  brand  coming  on.  We  are  now  sending  out  our  best  known  smoking  tobacco  under 
two  names — its  old  one  and  a  new  one.  We  are  pushing  the  new  brand  as  hard  as  we 
can,  advertising  it  extensively  and  giving  away  samples,  but  after  a  long  effort  we  are 
selling  only  400  pounds  a  day  and  losing  $1  a  pound  at  that.  We  lost  $1,500,000  a  year 
for  four  years  fighting  the  men  who  produced  the  best  plug  tobacco  in  the  world.  They 
had  a  safe  and  highly  successful  business,  and  it  would  have  taken  us  ten  years  to  make 
our  brand  profitable:  even  then  they  would  have  had  their  own  brand  and  process,  and 
only  the  worst  possible  management  could  have  injured  them.  But  they  became  fright- 
ened and  sold  out. 

"We  advertise  in  every  way  known  to  modern  business.  We  have  college  fraternity 
men,  for  instance,  selling  cigarettes.  Every  male  immigrant  who  lands  at  Ellis  Island  has 
a  package  of  smoking  tobacco  put  into  his  hand.  He  sees  the  name  and  remembers  it, 
and  when  he  goes  to  Texas,  or  Alaska,  carries  the  memory  with  him." 

Just  think  of  it!  $15,000,000  would  not  be  enough  to  buy  a  trade  name.  It  is  worth 
more  than  that  to  its  present  owner.  And  yet  there  are  hundreds  of  general  advertisers 
who  are  spending  money  on  advertising  goods  that  cannot  be  easily  identified,  and 
that  will  allow  of  a  large  percentage  of  substitution  on  the  part  of  distributors. 

The  trade-mark,  or  trade  name  has  two  values.  In  the  first  place  it  proves  to  the  pub- 
lic generally  that  the  article  is  of  a  certain  standard.  Manufacturers  who  make  inferior 
goods  will  not  allow  their  names  or  trade-marks  to  be  used  on  inferior  goods.  In  the 
second  place  it  helps  the  manufacturer  in  promoting  his  sales,  because  when  the  article 
is  demanded  another  cannot  easily  be  substituted  for  it. 

Mr.  Frank  L.  Blanchard,  an  advertising  expert,  in  an  article  in  My  Business  Friend, 
gives  us  the  following  information  about  a  national  advertising  campaign  of  the  greatest 
importance : 

"One  of  the  greatest  enterprises  represented  in  the  advertising  field  of  to-day  is  the 
cigar  industry.  Up  to  within  a  few  years  only  desultory  advertising  was  attempted  by 
any  one  of  the  larger  manufacturers.  The  formation  of  the  American  Cigar  Company, 
representing  many  smaller  concerns,  marks  the  real  beginning  of  extensive  cigar  advertis- 
ing in  the  United  States. 

"The  American  Cigar  Company  has  for  the  last  year  been  putting  out  some  of  the 
strongest  advertising  'copy'  ever  published.  It  has  printed  pages,  half  pages  and  quarter 
pages  in  the  daily  newspapers  describing  the  various  processes  employed  in  the  manu- 
facture of  its  products.  It  has  taken  the  public  into  its  confidence  and  told  it  things  that 
have  hitherto  been  regarded  as  business  secrets. 

"The  company's  aim  in  its  advertising  is  to  convince  the  public  that  it  is  giving  the 
greatest  possible  values  for  the  least  money,  and  as  proof  of  this  fact  it  is  to-day  selling  for 
five  cents,  cigars  that  only  a  few  years  ago  could  not  be  obtained  for  less  than  ten  cents. 


394  HOW  TO  ADVERTISE  A  RETAIL  STORE 

"The  advertising  of  the  Cremo  Cigar,  which  has  attracted  special  attention  during 
the  last  few  months,  is  an  excellent  example  of  forceful,  up-to-date  and  thoroughly  con- 
vincing advertising.  The  Cremo  Cigar  has  attained  the  largest  sale  of  any  five-cent  cigar 
in  the  world,  and  its  success  can  be  attributed  to  the  unique  character  of  the  advertising 
campaign  that  has  been  carried  on. 

"The  American  Cigar  Co.  has  avoided  the  mistakes  made  by  some  advertisers  in 
the  past,  in  that  while  brands  have  been  advertised,  all  the  advertising  energy  has  been 
devoted  primarily  to  advertising  the  American  Cigar  Company  and  its  merit  mark,  the 
'Triangle  A.' 

"Each  of  the  high-class  brands  of  cigars  it  manufactures  is  distinguished  by  this 
.'Triangle  A'  merit  mark.  The  advertising  is  educating  the  smoker  to  look  for  the 
'Triangle  A'  on  every  box  of  cigars  he  purchases,  no  matter  what  the  brand  may  be. 
Consequently  the  American  Cigar  Company's  advertising  becomes  at  once  trade-mark 
advertising.  In  other  words,  the  trade-mark  is  constantly  increasing  in  value.  An  indi- 
vidual's taste  may  change.  He  may  smoke  the  'Anna  Held'  for  a  while  and  then  conclude 
to  switch  off  to  another  brand.  When  that  time  comes  he  will  find  another  'Triangle 
A'  brand  that  will  suit  him  exactly.  The  'Triangle  A*  always  stands  as  his  guarantee 
of  honest  cigar  values." 

There  are  some  commodities  that  can  be  branded  much  more  easily  than  others. 
Cigars  and  tobaccos, package  foods, proprietary  articles  and  medicines,  etc.,  are  all  easily 
branded. 

If  a  woman  wants  Sapolio  she  does  not  go  to  her  grocer  and  order  up  a  bar  of  scouring 
soap.  If  she  wants  Pearline  she  does  not  order  a  washing  powder,  neither  does  she  want 
"Silverdust"  when  she  asks  for  "Gold  Dust."  These  are  trade  names  that  have  cost 
millions  to  make  known,  but  they  have  returned  perhaps  a  hundredfold  in  profit  to  the 
manufacturers. 

Clothing  can  be  easily  labeled,  but  the  label  will  be  far  less  conspicuous.  Manufac- 
turers of  good  clothing  usually  place  their  name  on  a  label  upon  or  under  the  hanger  of 
the  coat  or  in  the  inside  coat  pocket.  The  manufacturer  who  neglects  to  have  this  label 
made  known  is  losing  valuable  advertising. 

The  "Cravenette"  advertising  has  been  sadly  lacking  in  one  feature,  and  although 
the  company  owning  the  process  have  spent  vast  sums  of  money  in  advertising,  not  one 
in  ten,  perhaps,  knows  that  "Cravenette"  stands  for  a  process  and  not  a  cloth.  Thou- 
sands of  rain-proofed  coats  are  sold  as  "  Cravenettes "  in  every  large  city  in  the  United 
States  because  people  have  associated  the  name  with  the  material  and  not  with  the 
process. 

S.  A.  Conover,  representative  of  N.  W.  Ayer  &  Son,  Philadelphia,  a  well-known  adver- 
tising agency,  in  an  address  before  a  meeting  of  manufacturers  of  shoes  said : 

"Advertising  is  a  force  which  will  make  an  ordinary  article  of  every -day  use  (that  has 
merit  and  which  the  people  will  need  continually)  into  a  thing  of  extraordinary  popularity. 
We  have  had  several  instances  along  this  line:  Biscuits,  butter,  matches,  shoes,  and  many 
more  articles  of  every-day  use.  When  a  manufacturer  or  wholesaler  adopts  some  trade- 
mark or  special  name  for  a  certain  shoe  or  special  line  of  shoes,  he  protects  both  himself 
and  the  consumer,  and  by  advertising  to  the  consumer  creates  a  demand  for  this  particular 
line  of  goods;  and  when  the  salesman  goes  in  to  open  up  a  new  territory  he  finds  that 
the  fact  that  the  trade-mark  or  special  name  is  advertised  a  logical  argument  why  the  dealer 
should  put  that  line  of  shoes  in. 

"A  wholesaler  was  telling  me  some  time  ago  about  a  certain  experience  he  had  in  a  new 
territory.  He  went  himself  to  try  to  open  up  the  trade,  and  in  many  instances,  when 
he  was  showing  his  goods,  which  were  without  doubt  very  excellent,  the  buyers  said  they 
did  not  care  to  handle  them  because  they  had  other  lines  of  advertised  goods  which  had 
a  general  call  from  consumers,  and  did  not  care  to  add  anything  new  that  would  increase 
their  outlay  for  stock.  This  wholesaler  told  him  he  would  be  glad  to  make  the  price 
lower,  arid  offered  a  considerable  discount.  The  dealer  said  it  made  very  little  difference 


VALUE  OF  A  TRADE-MARK  OR  TRADE  NAME  395 

what  the  price  was;  if  they  were  not  advertised  he  was  not  enthusiastic  about  carrying 
them.  After  several  experiences  of  this  sort  the  wholesaler  returned  and  said  he  had 
decided  to  figure  ii|>  ahout  how  much  these  discounts  would  total  up,  and  that  he 
would  spend  at  least  that  amount  in  advertising  to  the  consumer  and  place  his  goods  on 
a  basis  where  the  dealer  would  want  to  handle  them,  and  where  there  would  be  a  fair 
profit." 

Next  to  a  good  bank  account,  a  practical  trade-mark,  or  trade  name,  is  about  the 
most  valuable  addition  a  man  can  have  to  his  business. 

Trade-marks  should  be  simple  in  construction,  unornamented  by  designs  or  scroll 
work,  and  to  l>e  most  adaptable  and  valuable  should  be  designed  for  one  color  only. 

The  trade-mark  should  be  so  simple  that  once  seen  it  would  always  be  known  and 
identified  when  seen  again. 


$art  eight 
TECHNICAL 


CHAPTER  LXVII 

POINTS  ABOUT  TYPES 

f  T^IIE  typographical  appearance  of  an  advertisement  deserves  more  attention  than 
!  is  usually  given  it  by  the  retail  advertiser.  He  spends  a  great  deal  of  time  in 
writing  his  advertisements,  and  should  not  leave  the  matter  of  type  arrangement 
entirely  in  the  hands  of  the  printer. 

The  proper  selection  and  arrangement  of  the  type  is  just  as  important  as  the  wording, 
yet  the  whole  construction  and  selection  of  type  faces  is  often  neglected,  either  because 
the  printer  is  indifferent  or  the  advertiser  is  not  versed  in  the  technic  of  the  printing  art. 
It  is  rather  discouraging  to  an  advertiser  to  have  the  effects  of  his  labor  destroyed  by 
some  blundering  compositor. 

The  test  of  a  good  advertisement  is  to  first  attract  attention,  then  create  interest,  and 
linallv  to  make  a  sale.  If  the  first  step  is  not  secured  it  is  due  to  the  unattractiveness  of 
the  type  arrangement,  which  is  sure  to  bring  on  a  failure  of  the  ultimate  aim  of  the  adver- 
tisement. 

The  same  display  and  type  arrangement  is  not  suited  to  all  lines  of  business.  The 
milliner  and  jeweler  should  never  ns«-  heavy  black-faced  types,  but  rather  those  of  a  lighter 
and  more  artistic  tone.  The  apparel  retailer  can  effectively  use  heavier  type  faces  than 
the  milliner  or  jeweler,  but  he  also  should  leave  the  very  heavy  faces,  such  as  the  bolder 
faces  of  gothic,  to  the  banks  and  other  financial  institutions. 

Dainty  and  delicate  things  should  be  advertised  in  shapely  and  artistic  type  faces. 
Clothing,  shoes,  hats,  etc.,  may  better  be  advertised  in  a  style  of  type  strong  in  eye-catching 
qualities. 

Nearly  all  of  the  modern  type  faces  are  modeled  after  the  Old  Style  Roman,  which 
may  be  regarded  as  the  primary  style.  The  Modern  Roman  which  is  used  in  newspaper 
work  is  slightly  heavier  and  less  open  and  rounded  than  the  Old  Style.  For  printing 
booklets  and  the  finer  grades  of  advertising  matter  the  Old  Style  is  preferred. 

There  are  so  many  different  styles  of  display  type  faces  (perhaps  a  thousand)  that  it  is 
impossible  to  set  down  any  rules  for  a  proper  selection  for  the  individual  advertiser  to 
make.  Each  newspaper  makes  its  own  selection  from  the  many,  and  the  advertiser  is 
consequently  compelled  to  use  thoce  that  the  newspaper  has  selected. 

Some  of  the  larger  newspapers  issue  a  small  booklet  showing  specimens  of  the  different 
styles  and  sizes  of  type  used  in  their  offices.  Where  there  is  no  specimen  book  to  be  had 
the  best  method  for  the  advertiser  to  pursue  is  to  clip  from  the  newspaper,  as  they  appear, 
specimens  that  he  would  like  to  use.  These  specimens  should  be  at  least  a  full  column  in 
width,  or  perhaps  two  would  be  better,  as  then  the  number  of  letters  that  will  fill  a  given 
space  can  be  reckoned  from  it. 

By  pasting  these  specimens  on  cards  and  securing  from  the  printer  the  size  and  name 
of  the  specimen,  the  advertiser  can  easily,  by  referring  to  his  specimen  cards,  designate 
the  style  and  size  type  he  wishes  used  in  his  advertisement. 

Old  specimen  books  are  usually  to  be  found  in  abundance  in  printing  offices.  The 
advertiser  who  is  interested  in  the  study  of  type  faces  should  secure  at  least  one  of  these 
and  look  it  over.  If  none  are  to  be  had  the  newspaper  can  easily  secure  one  for  him,  as 
the  type  founders  are  glad  to  place  them  in  the  hands  of  printers  free  for  the  asking. 

Until  quite  recently,  owing  to  an  absence  of  a  uniform  standard  of  measurement 
among  type  founders,  sizes  of  the  same  name  and  style  differed  considerably,  causing 
much  annoyance  and  additional  labor  in  the  printing  office  in  justifying  one  with  the 
other.  A  few  years  ago  the  makers  of  types  established  a  standard  based  upon  the  point 
system  which  has  aided  the  printer  to  a  large  extent  in  making  up  beautiful  displays  with 
little  loss  of  time. 

The  standard  of  measurement  is  one  inch.     This  is  divided  into  seventy-two  sections 


400 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


called  points.  Each  size  of  type  is  now  designated  according  to  its  fractional  relation  to 
an  inch,  expressed  in  points.  For  instance,  7-point  type  is  seven  seventy-seconds  of  an 
inch  in  height  from  bottom  of  line  to  top;  14-point  is  fourteen  seventy-seconds  of  an 

inch,  etc. 

The  width  of  the  letter,  that  is  the  width  across  from  right  to  left,  is  not  regulated  by 
points.  There  is  a  certain  standard  of  measurement  used  by  type  founders  in  making 
up  the  proportions  of  each  letter,  but  there  is  no  definite  rule  whereby  it  can  be  stated. 
The  width  of  any  letter  may  be  twice  as  much  in  one  style  as  in  another.  The  designers 
usually  use  their  own  ideas  of  proportion  in  designing  new  type  faces,  Some  are  very 
much  extended,  while  some  are  very  much  condensed. 

In  former  times  the  size  of  types  were  given  names,  thus :  Nonpareil,  Minion,  Pica,  etc., 
and  were  always  recognized  under  these  names.  In  some  offices,  some  of  the  older  fash- 
ioned printers  adhere  to  the  old  names,  and  for  that  reason  we  give  the  following  table: 

The  names  of  the  different  sizes  of  types  according  to  the  old  system  and  their  relative 
sizes  under  the  point  system  are: 


Pearl 5    Point 

Agate 5£ 

Nonpareil 6 

Minion 7 

Brevier 8 

Bourgeois 9 

Long  Primer 10       " 

Small  Pica 11 

Pica 12       " 

English 14 


2-Line  Brevier 16    Point 

Great  Primer 18 

Paragon 20 

Double  Small  Pica 22       " 

Double  Pica 24 

Double  English 28 

5-Line  Nonpareil .'JO 

Double  Great  Primer .'5(i 

Canon,  or  4-line  Small  Pica. .44       " 


It  will  be  seen  from  this  table  that  there  is  a  great  variety  of  sizes  in  types.  Nor  is 
the  list  above  complete,  as  there  are  larger  type  faces  made.  They  are  usually  calculated 
as  2-,  3-,  4-line  of  some  of  the  smaller  faces  most  commonly  used.  For  instance,  72-point 
type  is  known  as  6-line  Pica,  or  6  times  12  points.  Comparatively  little  type  is  made  of 
metal  in  sizes  larger  than  72-point.  The  larger  sizes  are  usually  cut  from  wood  and  are 
known  as  wood  type.  It  might  be  well  to  state  that  all  types,  cuts,  rules,  borders,  etc.. 
are  .918  of  an  inch  high.  If  all  these  were  of  different  heights  there  would  always  be 
trouble  in  getting  them  so  that  all  would  print.  The  term  "type-high"  alludes  to  this 
height. 

In  the  plates  to  be  found  in  the  concluding  pages  of  this  chapter  there  are  shown  a 
number  of  the  best  known  of  the  new  type  faces.  These  are  reproduced  actual  si/.e  and 
set  in  ordinary  newspaper  column  width  (13  ems),  two  and  one-sixth  inches  wide.  Where 
the  advertiser's  paper  has  these  faces  in  stock  he  can  consult  these  plates  and  find  exactly 
how  many  letters  it  will  require  when  using  all  capitals,  or  capitals  and  small  letter-. 
All  he  has  to  do  is  to  count  the  letters  as  shown  in  these  plates.  In  12-point  Curtis-Post 
it  will  be  found  that  he  can  get  thirteen  letters  all  capitals  or  seventeen  capitals  and  small 
letters  in  a  line  one  column  in  width.  In  18-point  he  can  crowd  in  eight  capitals  or  eleven 
capitals  and  small  letters,  etc. 

The  Curtis-Post  type  face  is  a  very  legible  and  distinctive  one  and  when  used  in  cata- 
logue and  booklet  work  is  very  striking. 

The  extra  condensed  face  shown  in  this  plate  is  one  that  is  often  used  in  newspaper 
headings.  As  a  general  rule  condensed  type  should  not  be  used  in  newspaper  adver- 
tisements. Although  more  letters  can  be  used  in  condensed  type  than  in  ordinary  faces 
it  is  not  policy  to  use  them  for  the  purpose  of  saving  space.  It  is  sometimes  necessary 
to  get  in  a  certain  number  of  words  into  a  certain  space  and  the  condensed  type  will 
answer.  One  very  good  reason  why  it  should  not  be  used  very  often,  especially  in  the 
larger  sizes,  is  because  it  is  not  as  easily  read  as  the  more  extended  faces. 

It  requires  a  keen  eye  and  a  practiced  one  to  tell  offhand  how  much  space  a  given 


POINTS  ABOUT  TYPES  401 

number  of  words  will  fill.  The  retail  advertiser  would  have  to  devote  considerable  time 
to  this  study  before  lie  could  accomplish  anything  along  that  line.  For  the  purpose  of 
aiding  him  the  following  table  is  given: 

Words  required  to  fill  one  inch  deep  across  one  column,  two  and  one-sixth  inches 
wide: 

Solid.  Leaded. 

6-point— Nonpareil 106 87 

7-point — Minion 85 60 

8-point—  Hre\  icr 72 51 

9-point — Bourgeois 63 47 

10-point—  Long  Primer 47 36 

11 -point— Small  Pica 38 31 

12-point— Pica 31 25 

"Leaded,"  as  here  used  means  a  dividing  of  the  lines  of  type  with  a  "six-to-pica" 
or  "2-point  "  lead.  To  determine  the  number  of  words  for  two  columns  multiply  by  two. 

There  is  hardly  any  necessity  for  type  larger  than  12-point  being  leaded,  except  for 
the  purpose  of  rilling  space,  as  the  tyj>e  faces  larger  than  that  look  to  be  set  farther 
apart  than  the  smaller  faces. 

Here  is  another  little  table  that  will  prove  valuable  in  computing  space  necessary  to 
give  a  headline: 

Letters  required  to  fill  one  line  across  one  column,  two  and  one-sixth  inches  wide: 

Caps  and 
All  Caps  Lower  Case 

12-point 18 22 

14-point 15 19 

16-point 13 17 

18-point 11 15 

24-point 9 11 

30-point 7 9 

36-point 6 8 

48-point 4 5 

Extra  condensed  type  (capitals  only). 

12-point 43 

18-point 30 

24-point 23 

30-point 20 

36-point 17 

48-point 11 

Spaces  between  words  should  be  counted  as  one  letter. 

The  basis  in  this  country  of  measuring  the  space  used  in  a  newspaper  or  magazine 
column,  for  advertising  purposes,  is  the  agate  line. 

There  are  fourteen  agate  lines  to  an  inch,  or  to  be  plain,  an  agate  line  is  the  equivalent 
of  one-fourteenth  part  of  an  inch.  One-inch  space  is  fourteen  agate  lines,  two  inches 
twenty-eight,  two  and  a  half  inches  thirty-five,  three  inches  forty-two,  and  so  forth. 
There  is  no  difference  how  many  actual  lines  of  reading  matter  a  space  contains.  You 
may  crowd — by  using  very  diminutive  type — more  than  fourteen  lines  in  a  fourteen  agate- 
line  (one  inch)  space,  or  using  larger  types  fourteen  agate-line  space  has  room  only  for 
three  or  four  lines. 

A  merchant,  when  placing  advertisements,  should  always  contract  for  a  larger  amount 
of  space,  using  for  a  unit  not  inches,  but  agate  lines.  For  instance,  an  advertiser  inserting 


402  HOW  TO  ADVERTISE  A  RETAIL  STORE 

daily  a  four-inch  (56  agate  lines)  advertisement  in  a  newspaper  uses  20,440  agate  lines 
in  365  days.  He  should  contract  for  20,000  lines,  to  be  used  within  a  year,  payable  quar- 
terly or  monthly  after  proofs  of  insertions  are  submitted  and  found  satisfactory.  I'sing 
fifty-six  lines  daily,  he  pays  at  a  certain  rate,  we  say,  five  cents  per  line.  When  a  contract 
is  made  for  twenty  thousand  lines,  the  chances  are  that  he  can  buy  the  same  space  at 
three  cents  per  line,  and  in  addition  secure  a  good  position,  "next  to  reading  matter"  or 
"top  of  column." 

An  "em"  is  the  square  of  the  body  of  a  type,  of  whatever  size. 

Most  newspaper  columns  are  13  ems  pica  wide,  although  some  are  12  or  12i  ems  pica. 
Magazine  columns  are  almost  always  wider. 

Type  is  divided  into  two  classes — "body"  and  "display."  The  former  is  that  in 
which  reading  matter — newspapers,  books,  etc.,  is  set,  while  the  latter,  which  is  alway.- 
different  in  face  from  body  type,  is  used  for  headings  and  for  lines  that  are  to  be  made 
especially  prominent. 

Display  or  job  faces  are  rarely  to  be  found  smaller  than  (>-point.  Tin-  >i/e>  usually 
to  be  had  ascend  in  even  numbers  of  points  only,  as  follows:  (i-point:  8-point;  10-point; 
12-point;  14-point,  frequently;  16-point,  not  frequently;  1 8-point;  20-point,  not  fre- 
quently; 22-point,  not  frequently;  24-point;  28-point,  not  frequently;  30-point:  .'5<i- 
point;  42-point,  frequently;  48-point;  54-point  not  frequently;  (H)-point  and  72-point. 

Type  may  be  set  "solid"  or  "leaded."  When  solid,  the  lines  of  type  are  close  against 
each  other;  when  leaded,  thin  strips  of  metal — usually  two  [mints,  or  one  thirty-sixth  of 
an  inch  in  thickness — are  between  the  lines. 

"Display"  in  advertising  means  three  things,  the  word  being  used  interchangeably 
and  always  understood  in  its  proper  connection:  Type  other  than  Ixxly  tyj>e,  in  which 
lines,  words,  or  figures  meant  to  be  prominent  are  set;  a  manner  of  setting  unlike  that 
used  for  news  or  editorial  matter;  an  advertisement  largely  set  in  display  type,  or  in 
which  white  space  is  a  feature. 

White  space  is  often  considered  as  valuable  for  the  purpose  of  display  as  display 
type.  An  advertisement  can  be  made  very  striking,  even  though  display  lines  may  not 
be  especially  large,  by  the  use  of  white  space  through  and  around  it. 

Nonpareil — or  6-point — type  is  the  size  most  often  u;.«-d  for  items  in  retail  advertising, 
although  many  stores  consider  that  8-point  is  as  small  as  will  be  read  by  any  considerable 
part  of  the  public. 

The  advertiser  should  decide  on  the  sizes  of  type  he  wants  for  "body  matter" — intro- 
ductories  and  items.  He  will  not  go  far  wrong  if  he  adopts  the  following  rule : 

If  items  are  in  6-point,  introductories  in  8-point. 

If  items  are  in  8-point,  introductories  in  10-point. 

For  single  and  double  column  measurements,  8-  or  10-point  is  large  enough  for  intro- 
ductories— indeed,  10-point  is  sufficient  size  for  three  columns,  but  beyond  that  width, 
12-point  is  a  better  size. 

For  headlines,  the  sizes  to  be  used  should  be  about  as  follows: 

Single  column,  12-point;  double  column,  18-point;  three  columns,  24-point;  four 
columns,  36-point. 

Above  four  columns  the  size  may.  depend  entirely  on  the  traits  of  the  particular  adver- 
tisement. 

If  a  second  display  line  is  to  be  used  under  a  headline,  it  should  be  6  to  12  points 
smaller. 

It  is  hardly  practicable  to  mark  the  size  type  in  which  every  display  line  is  to  be  set. 
The  best  plan  is  to  select  a  certain  style  of  type  for  all  display  lines,  and  leave  the  size 
to  the  compositors — except  that  headlines  should  be  of  uniform  size  for  single-column 
widths,  double-column  widths,  and  so  on. 

As,  however,  all  headlines  of  each  width  should  be  the  same  size,  after  an  advertise- 


POINTS  ABOUT  TYPES  403 

ment  is  sot  up  satisfactorily,  count  the  letters  in  a  line  of  each  size,  and  do  not  write 
more  than  that  number  of  letters  for  any  lines  intended  to  be  of  similar  length. 

An  advertisement  should  have  individuality — a  personality  of  its  own — just  as  most 
people  have. 

To  that  end,  the  advertiser  should  choose  from  a  newspaper's  supply  some  one 
"series" — /.<•..  the  several  sixes  in  which  the  type  is  made — of  a  display  type,  and  use 
that  type  in  all  his  advertisements  in  that  paper. 

If  he  advertises  in  a  number  of  papers,  he  should  have  all  his  advertisements  look 
alike.  He  should,  if  possible,  get  the  papers  to  use  this  particular  type  for  him  alone; 
failing  in  that,  he  would  probably,  as  many  advertisers  do,  find  it  advisable  to  buy  his 
own  display  type — different  from  any  the  pa{>ers  have — in  which  event  he  can  be  sure  of 
its  exclusive  use. 

"Indention  "  is  the  setting  in  of  a  line  or  body  of  type  by  a  blank  space  at  the  begin- 
ning of  the  left-hand  side,  shown  in  the  first  line  of  a  paragraph,  which  is  variously  indented 
an  (in  or  more  according  to  the  length  of  the  line — the  longer  the  line  the  greater  the 
indention. 

"Hanging  indention"  is  an  equal  indention  of  all  lines  of  a  paragraph,  except  the 
first,  which  is  longer  than  the  other  and  hangs  over  them.  Hanging  indention  is  used 
mostly  in  setting  items,  the  introductory  being  set  in  the  regular,  or  "paragraph"  inden- 
tion. In  single-column  items,  the  hanging  indention  is  usually  "one  and  two"— first  line 
indented  one  em  and  following  lines  two  ems.  In  wider  measure  the  indention  is  greater 
but  proportionate. 

"Effective  display"  in  an  advertisement  consists  in  the  quick  and  clear  bringing  to 
the  eye — and  back  of  the  eye  the  mind — of  the  reader  the  one  thing  that  will  be  most 
interesting. 

With  a  large  proportion  of  people,  price  alone  is  the  first  consideration;  others  will  be 
attracted  by  the  name  of  the  article;  still  others  by  conjunction  of  name  and  price. 

There  can  be  no  hard-and-fast  rule  as  to  exact  display.  It  must,  in  its  details,  be 
governed  by  the  character  of  the  store,  its  goods,  and  the  class  of  people  appealed  to. 

As  a  general  proposition,  display  of  some  sort  is  essential  to  a  retail  advertisement. 
But  the  ad-man  must  decide  for  himself  what  he  will  do. 

There  are  numerous  methods  of  setting  display:  The  straight  line  or  heading  in  the 
center  of  the  width  above  body  matter,  perhaps  re-enforced  by  other  straight  lines  (also 
centered)  about  the  middle  or  at  the  foot  of  the  body  matter;  the  straight  line  set  to  the 
left  or  right;  heads  or  side-heads  set  in  "boxes"  of  rule;  side-heads  without  boxes; 
figures  that  are  "cut-in"  (partially  or  entirely  surrounded  by  type)  which  may  be  either 
front  or  back  of  an  item;  figures  as  large  as  all  the  lines  of  body  type  in  which  an  item  is 
set;  figures  in  boxes,  and  so  on.  Styles  of  display  may  be  borrowed,  adapted,  or  invented, 
according  to  the  inclination  or  ingenuity  of  the  ad-man. 

As  we  said  before,  the  length  of  a  line  in  the  regular  newspaper  column  is  thirteen  ems 
pica,  or  two  and  one-sixth  inches.  This  width — thirteen  ems  wide  column — is  adopted, 
with  very  few  exceptions,  by  all  newspapers.  The  number  of  columns  in  newspapers 
varies  from  five  to  nine.  The  seven-column  paper  is  the  most  popular.  According  to  the 
number  of  columns  used  by  a  paper  the  size,  in  inches,  of  the  pages  is  as  follows: 
Five-column,  11x18;  six-column,  13^x20;  seven-column,  15^x22;  eight-column, 
18  x  24,  and  nine-column — which  is  very  seldom  used — 20  x  26.  The  above  figures  indi- 
cate the  space  occupied  by  composition. 


12  Point  Curtis-Post. 

JAPANESE  BOATS 

Sailed  Rapidly  info 

1234567890 

18   Point    (urtlH-romt. 

WAR  RULES 

The  East  from 

123456789O 


30   Point    Curtln-1'OMt. 

THE  PIT 

y  one  of 
123456 


48   Point   Curlln-Post. 


88  Point   Curtl«-Po«t. 

TART 

In  With 


24  Point   Extra  Condensed. 


36  Point  Extra  CondrniiedU 


48  Point  Extra  Condensed. 


30  I'o I  nt  Jenson  Condensed. 

WHEN  THIS 

World  Comes 

12345678 

48  Point  Jeniton  Condensed. 


Rains  Fire 
123456 

72  Point  Jenaon  Condensed. 

TIGHT 

Is  This 


18   Point    Abbot    Old   Style. 

THE  BINGHAM 

The  Binghamton 
I 23456789O 


30  Point   Abbot   Old   Style. 

WHEREIN 

The  Mose 

1234 


7S    r«l»t    AHhet    Old    Styl*. 

EAT 

Best 
234 


06  Point  Extra  Condensed. 


jl 


18  Point  Delia  Robbla. 

JUST  NOW  IT  IS 
The  Parlor  City  that 
i  •    1234567890 


24  Point   Delia  Robbla. 


WHEN  YOU 


Kead  the  News 


1234567890 


48  Point  Delia  Robbla. 


IS  THE 

Day  too 
12345 


72  Potnt  Delia  Robbla. 


JAIL 

In  the 
1234 


18  Point  LIvermore. 


re  on  77f array 
J234567890 


30  Point  Llvermore. 


24  Point  Commercial  Gothic. 

PRINCE 
Of  Sieim 


120  Point  Roycroft. 


uhe  town  in 

J23456 


48  Point  Llvermore. 


12345 


12  Point  Commercial  Gothic. 

FAMOUS  SHIPS 
Took  part  In  the 


6  Point  Gothic. 

PICTURESQUE  SUSQUEHANNA  RIVER 

Flows  through  the  City  of  Binghamton  end 

1234567890 


12  Point  Gothic. 


COVERED  WITH  DIRT 

Never  to  be  dug  up  again 

1234567890 


18  Point  Gothic. 


FISHING  BOATS 

For  all  the  visitors 

1234567890 


24  Point  Gothic. 


SE      :MBE:R 


The  dry  month 


36  Point  Gothic. 


COMING 

This  way 

1234 


48  Point  Gothic. 


LAWN 

Tables 

1234 


18  Point  Gothic  Condensed. 

WAR  BETWEEN  THE  JAPANESE 

And  their  old  rivals  in  Europe 

1234567890 


24  Point  Gothic  Condensed. 

COMING  THROUGH  THE 

Rye  on  the  shores  of  the 

1234567890 


3«  Point  Gothic  Conden»ed. 

SNOWING  FAST 

And  trains  arrive 

1234567890 


48  Point  Gohtlc  Condensed. 

HAPPY  BOY 


123456 


12  Point  Jenson  Italic. 

CHENANGO  STREET  THE 

Only  business  section  in  which 

1234567890 


18  Point  Jen MOO  Italic. 

PRINTING  FRAME 

In  use  in  all  the  latest 

J234567890 


24  Point  Jenson  Italic. 

WHEN  TIMES 

Are  hard  and  pay 

1234567890 


36  Point  Jrn.son   Italic. 

PRINTING 

Presses  and 
123456 


48  Point  Jenaon  Italic. 

A  PULL 

May  rule 
1234 

72   Point   JenMOn    Italic. 


Union 


12  Point   < 'union   Old  Style   Italic. 

LESTERSHIRE  THE  ONLY 

City  with  a  great  shoe  factory  all 

1234567890 


18  Point  Caalon  Old  Style  Italic. 

A  B  UNCH  OF  KETS 

At  one  time  on  the  boards 
-      123456^890 

24  Point  CiiNlon  Old  Style  Italic. 

GREAT  FIRES 

In  different  sections 
1234567890 


48  Point  Caalon  Old  Style  Italic. 

SHELL 

From  this 
123456 


18   Point    Central   Antique. 

CUBA  SAVED 

Free  from  tame 

1234567890 


3O  Point   Cenrtal  Antique. 


WORLDS 


To  see  and 
12345 


48  Point   Central  Antique. 

SAW 


BORDERS  AND  ORNAMENTS  411 

CHAPTER  LXVIII 

BORDERS  AND  ORNAMENTS 

IN  RECENT  years  the  use  of  borders  around  newspaper  advertisements  has  become 
thf  rule,  rather  than  the  exception,  and  rightly  so.  For  a  long  time  large  advertisers 
fought  their  advertising  managers  along  this  line.  The  latter  wanted  to  use  more 
borders,  while  the  former  did  not  want  to  pay  for  the  space  they  would  take  up.  The 
advertising  managers  "won  out,"  and  to-day  the  border  is  the  proper  thing. 

A  border  should  he  used  primarily  for  the  purpose  of  showing  the  reader,  at  a  glance, 
the  full  extent  of  the  advertisement.  In  its  secondary  use,  it  may  be  considered  as  an  orna- 
ment to  it  or  as  a  mean-  of  display.  There  can  be  no  doubt  that  a  strong  border  gives 
an  advertisement  a  compactness  that  has  a  tendency  to  make  it  stand  out  well  from  the 
printed  page. 

It  is  necessarv  to  n>e  some  means  of  showing  the  extent  of  the  advertisement  other 
than  the  column  rules  at  the  sides,  and  the  rules,  used  by  the  printer  for  separating  one 
advertisement  from  another.  If  any  merchant  does  not  think  so  let  him  look  over  the 
advertisements  in  anv  paper  where  they  are  not  extensively  used.  He  will  find  a  large  area 
of  type  matter,  some  display  lines,  and  a  few  illustrations.  His  first  glance  reveals  nothing 
that  is  likely  to  impress  more  particularly  upon  his  mind  one  advertisement  over  another. 
Then  let  him  take  a  page  where  borders  are  used,  and  notice  the  first  advertisement  that 
strikes  his  attention.  It  is  a  compact  advertisement  surrounded  by  a  striking  border. 

The  border  then  is  one  means  of  display  whereby  the  merchant  can  attract  attention 
to  his  advertisement.  The  more  attention  that  can  be  attracted  to  it  the  more  readers  it 
will  have.  The  more  readers  there  are  of  a  strong,  convincing  advertisement  the  better 
it  will  serve  the  purpose  of  the  advertiser. 

The  border  should  in  all  cases  be  of  a  width  suitable  to  the  size  of  the  space.  The 
merchant  using  a  five-inch  advertisement  one  column  wide  does  not  want  a  border  half 
an  inch  wide.  It  would  serve  as  ornamentation  and  it  would  make  the  advertisement 
prominent  only  at  the  sacrifice  of  valuable  space  needed  for  the  wording.  It  would  make 
of  the  advertisement  a  narrow  panel  in  which  little  could  be  said,  and  in  which  there  would 
be  no  room  for  an  adequate  display  line. 

A  6-point  border  is  large  enough  for  a  single-column  advertisement.  Anything 
larger  is  likely  to  defeat  the  object  of  the  advertisement. 

Double-column  advertisements  may,  and  should  frequently  have,  12-point  borders. 
Even  1 6-point  borders  are  not  out  of  place  when  the  advertiser  can  spare  the  space,  with- 
out impairing  the  quality  and  quantity  of  reading  matter. 

Where  a  border  is  used  there  should  be  sufficient  white  space,  or  indention,  sur- 
rounding the  advertisement,  so  it  will  have  no  appearance  of  being  crowded.  This  white 
space  inside  the  border  should  be  at  least  half  the  width  of  the  border. 

Borders  used  in  newspaper  advertisements  should  be  bold  and  not  over  fancy.  The 
delicate  tracery  seen  in  some  borders  render  them  unfit  for  rough  use.  They  are  more 
suitable  for  booklet  and  leaflet  work. 

Brass  rules  make  good  borders.  A  couple  of  years  ago  the  perfectly  plain  rule  border 
with  round  corners  was  considered  the  proper  thing.  Their  use  became  so  general  in 
some  papers  that  as  a  means  of  ornamentation  they  were  of  no  use.  One  was  reminded 
often  of  an  obituary  notice,  when  picking  up  the  newspapers  in  those  days.  If  they  are 
used  occasionally  they  are  quite  effective,  but  the  heavier  rules  at  least  should  be  very 
infrequently  used. 

On  page  431  are  shown  the  different  size  rules,  from  1  point  to  12  point.  On  page 
414  will  be  found  four  designs  in  newspaper  borders.  By  using  the  rules  or  borders, 
similar  to  those  shown,  any  advertisement  can  be  made  attractive. 

The  merchant  who  seeks  distinction  for  his  advertisements  should  purchase  a  distinct 


412 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


and  conspicuous  border  for  his  own  use.  Type  foundries  are  now  putting  up  small  fonts 
of  borders  for  that  very  purpose.  Prices  range  from  seventy-five  cents  per  font  upward, 
according  to  size.  When  a  merchant  has  a  distinctive  border  of  his  own,  the  readers  of  a 
paper  become  familiar  with  it,  and  note  it  every  time  the  paper  is  opened.  This  is  worth 
considerable  to  the  advertiser,  for  they  are  led  to  think  of  the  store,  whether  they  read  the 
advertisement  or  not. 

As  a  rule,  any  advertisement  set  in  very  heavy  faces  of  type  should  be  enclosed  in  a 
light  face  border,  and  the  light  advertisement  by  a  heavy  dark  border.  By  this  rule  con- 
trast is  obtained,  which  is  very  desirable  for  display  purposes. 

Brass  rules,  with  which  printing  offices  are  usually  abundantly  supplied,  can  be  used 
quite  effectively  in  ornamental  work.  Any  printer  if  given  time  can  make  up  any  design 
found  elsewhere,  providing,  of  course,  he  has  the  necessary  stock  and  the  time  sufficient 
to  produce  the  design. 

Some  advertisers  are  very  partial  to  the  use  of  rule  boxing,  and  use  it  to  excess.  If 
rule  boxing  is  used  in  moderation  it  is  of  good  effect,  but  when  used  so  as  to  panel  off  the 
whole  advertisement  it  is  an  eye-trying  affair  to  read. 

A  heading  can  be  made  more  prominent  by  a  rule  box,  but  if  every  advertisement  in  a 
paper  was  set  in  the  same  way  it  would  lose  its  effectiveness.  The  following  example  is  a 
good  use  of  rule  boxing: 


FALL    STYLES 


Note  how  the  boxing  makes  the  words  stand  out,  and  lend  them  increased  prominence 
It  is  sometimes  desirable  to  emphasize  the  price  where  there  is  not  space  for  large 
figures.     It  can  be  done  in  the  following  manner  very  nicely: 


We  place  on  sale  to-day  fully 
1,OOO  pairs  of  Ladies'  Fine 
Kid  Shoes,  Patent  Leather 
Tips.  Regular  value  $3.5O 
and  $4.  ......  at 


$ 


2. 


75 

THE 

PAIR 


Ornaments  such  as  fancy  figures  and  ornamental  scroll  work  have  no  place  in  a  news- 
paper advertisement  intended  to  sell  goods.  In  the  owning  announcement  they  can  be 
used  to  some  extent,  but  in  the  advertisement  intended  to  sell  goods  never;  white  space  is 
preferable. 

The  following  article  from  Brains  shows  how  borders  can  be  made  at  a  slight  cost: 

"  A  distinctive  border  is  as  valuable  as  a  distinctive  name-plate. 

"  No  matter  how  well  a  man  may  be  dressed,  if  he  wears  a  shabby  hat  his  appearance 
is  spoiled.  We  may  say  the  same  thing  about  an  advertisement  that  is  otherwise  well 
written,  but  has  a  shabby  border.  The  general  effect,  made  by  a  well  written  and  cleverly 
illustrated  advertisement  is  spoiled  by  a  clumsy  or  inappropriate  border.  An  attractive 
border  design  increases  very  considerably  the  value  of  the  advertisement.  It  captures 
the  eyes  of  the  reader.  • 

"  If  a  certain  style  of  border  is  followed  up  for  a  certain  length  of  time,  the  advertise- 
ments of  the  firm  using  these  borders  become  distinctive;  they  will  be  easily  recognized 
at  a  glance  on  account  of  the  distinctive  and  characteristic  border.  There  are  stores 


BORDERS  AND  ORNAMENTS  413 

using  the  same  border  designs  for  years.  No  matter  what  size  advertisement  they 
insert  in  the  papers,  the  border  is  never  changed. 

"  Many  advertisers  do  not  pay  the  slightest  attention  to  borders.  They  give  instruc- 
tions on  their  eopy  to  the  printer  for  'a  .'5-point  rule  or  a  2-point  double  rule,  etc.,'  and 
very  often  borders  are  not  requested  at  all. 

"In  a  small  advertisement  a  plain  1 -point  rule  is  the  best  border.  To  attract  atten- 
tion a  clever  cut,  illustrating  some  catch  phrase,  a  novel  arrangement  of  rules,  the  judicious 
use  of  white  space  or  a  go<xl  type  display  serves  the  purpose. 

"  It  is  different  with  full-page  advertisements.  A  full-page  advertisement  ought  to 
have  an  attractive  border.  I  have  seen  the  best  written  advertisements  spoiled  by  a 
heavy,  plain  black  border.  The  advertisement  looked  like  an  obituary  notice.  I  have 
seen  full-page  advertisements  with  old-fashioned  fancy  borders  around  them,  set  up  by  the 
printer.  These  fancy  borders  are  out  of  date;  any  printer  may  tell  you  that  they  are 
nothing  but  junk  in  the  print  shop. 

"A  very  attractive,  up-to-date  border  design  can  be  made  at  very  little  expense.  For 
instance,  for  flag  day  the  easiest  thing  is  to  make  an  attractive  and  appropriate  border, 
composed  of  flags  by  proceeding  as  follows :  Take  a  print  of  an  American  flag — no  matter 
what  si/.c  and  have  a  /inc  etching  made  of  it,  reduced,  of  course,  to  any  proper  size.  Ask 
the  photo-engraver  for  twenty-five  proofs.  Mark  out  on  a  piece  of  white  cardboard  the 
size  of  the  border  you  wish  to  use  and  paste  the  flags  around  one  corner,  arranging  them 
as  tastefully  as  possible.  All  that  is  necessary  is  to  have  one  corner  and  one-fourth  part 
of  the  square  finished,  as  is  shown  in  the  accompanying  illustration  from  A  to  B. 

"Order  a  line-cut  (a  /inc  etching)  from  this  copy.  When  you  have  this, order  one  elec- 
trot\|>e  of  same  and  two  electrotypes  rcrcrwd,  thus  you  will  have  the  four  corners  and  the 
sides  ready  for  a  j>erfect  square  which  composes  the  border.  The  whole  expense  of  such 
an  attractive  border  will  be  about  $2.00. 

"All  kinds  of  combinations  can  be  made  without  designing,  the  only  thing  necessary 


is  to  have  good  taste  for  arranging  prints,  adaptable  for  a  border.  It  is  not  necessary 
to  have  the  whole  border  pasted  on  cardboard,  and  a  large  line-cut  made  from  same; 
simply  order  one-fourth  of  the  square,  or  a  part  of  a  side  and  one  corner. 

"Photographs  cannot  be  used  for  this  purpose,  for  the  simple  reason  that  line-cuts 
cannot  be  made  from  them.  Half-tones,  no  matter  how  coarse  screen  they  may  be,  do 
not  print  well  on  common  newspaper.  I  have  seen  the  most  attractive  border  designs 
made  from  prints  taken  from  old  books  and  magazines.  If  an  advertising  writer  knows 
how  to  make  use  of  old  prints  and  drawings  he  can  produce  the  most  appropriate  and 
attractive  borders  for  an  advertisement. 

"It  is  well  to  know  that  the  cost  of  zinc  etchings  is  very  reasonable — less  than  five 
cents  per  square  inch.  Electrotypes  can  be  had  for  two  cents  per  square  inch.  In 


414 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


ordering  border  designs  it  should  be  remembered  that  if  a  line-cut  or  electrotype  is  order. -<1. 
the  photo-engraver  charges  for  space  between  the  borders,  and  for  this  reason  jt  is  hot  to 
have  the  sides  of  the  border  and  the  corner  designs  made  in  separate  blocks." 


CHAPTER  LXIX 

SOMETHING  ABOUT  CUTS 

THERE  are  five  different  kinds  of  cuts  used  in  printing,  hut  the  printer  calls  them 
all  "cuts."     They  are,  half-tones.    /in<-  etchings,   wood-cuts.   <•!<•( -tmtvpes   :tml 
stereotypes.     The  latter  two  are  merely  reproductions  of  the  first  three  or  of  a 
page  of  type  matter  already  set  up. 

While  this  term  may  be  applied  by  a  printer  as  a  collective  word  for  all  half-tour-, 
zinc  etchings,  etc.,  the  advertiser  must  be  thoroughly  familiar  with  the  process  by  which 
they  are  made,  the  time  required  to  produce  them,  the  cost  of  each  class,  and  at  the  same 
time  know  how  to  order  them  so  as  to  obtain  exactly  what  he  want-. 

The  cuts  that  are  used  in  newspaper  printing  are  half-tones,  y.inc  etchings,  electrotypes 
and  stereotypes,  and  occasionally  a  wood-cut.  The  illustrations  we  see  in  newspaper-  are 
printed  mostly  from  stereotypes  or  electroty|xs  which  are  made  from  half-tones  or  from 
zinc  etchings,  more  commonly  called  "line-cuts!"  The  original  half-tone  or  zinc  etchings 
are  seldom  used.  When  printing  a  magazine  on  a  large  run  the  original  half-tones  or 

zinc  etchings  are  kept  as 
a  reserve  in  case  an  acci- 
dent should  happen  to  the 
"plates"  from  which  they 
are  printing. 

The  process  of  making 
a  zinc  etching  or  a  half- 
tone, and  that  of  making 
an  elect rotv]K>  is  different. 
Half-tones  or  zinc  etchings 
are  made  by  the  photo- 
engraving process  and  by 
the  use  of  a  camera.  When 
making  an  electrotype  the 
camera  is  not  required. 

Zinc  etchings  and  half- 
tones are  engraved  by  the 
photo-engraver  by  a  chem- 
ical process. 

Line-cuts,  or  zinc  etch- 
ings, can  be  made  from 
pen,  crayon,  and  charcoal 
drawings,  prints  from  pho- 


Show  card  in  spatter  work  effect— this  method  is  much  in  vogue 
and  produces  splendid  cards 


SOMETHING   ABOUT  CUTS 


415 


tograph-  eon-i-ting  of  liii<^  nr  dots,  printed  pages  or  forms,  or  in  fact  anything  made  up 
of  di-linct  line-.  The-e  slioiild  be  in  black  ink  upon  white  paper  or  cardboard. 

A  /in*-  etching  cannot  be  made  from  a  photograph,  wash  drawing,  or  any  such  copy 
without  tir-t  making  a  pen  drawing,  nor  from  any  drawing  the  color  of  which  has  not  black 
for  a  foundation,  (ircen.  dark  brown,  or  dark  blue  may  sometimes  be  reproduced  under 
the  mo-t  fa\oralile  conditions,  but  light  red.  yellow,  or  other  light  colors  cannot  be  repro- 
duced at  all  by  this  prot  e— .  Mlack  lead  pencil  drawings  will  not  reproduce  by  this  process 
either. 

The  -hading  in  a  line-cut  is  produced  by  the  different  thicknesses  of  the  lines  in  the 
pen  and  ink  drawing. 

For  line-cuts  zinc  plates  are  u>ually  used,  although  for  very  fine  work  copper  is  some- 
time- cmplo\ed.  The  figures  or  drawing-  are  photographed  upon  sensitized  plates  and 
then  etched  by  a  chemical  process.  This  process  we  will  briefly  describe. 

The  pen  and  ink  drawing  is  tacked  upon  a  board  which  is  placed  before  the  camera, 
which  is  so  arranged  that  it  tan  be  moved  backward  or  forward.  By  increasing  or  less- 


Clothes    Sa.tisfa.dion 


A  Sa.tisfa.dory  Store 

MAN  can  buy  clot  ho  al- 
roost  any  place  at  "any  old 
pticc,"  but  i  Itikti  latufaciit*  U  to  be 
lound  at  lew  places—  and  Wathtrt' 
B  one  of  the  lew—  there's*  reasofe.  t 
Tcutl  a/way,  f,»j  lurt  a  *,«/' 
ttandard  tf  quality^  your*  rtevtr 
ttntprtd  by  pi  i(ctndu<trntnts  It  if>ec~ 
ii/aft  eft  tomttking  itiiap.  Today, 
lomorrm>-~Alwayi  ikt  Samc—tkal 
mairj  trading  eaty  and  taiiifacitry. 

A  Summer  Suit  at  $18.50 

Handsome  dark  blue  tergc  Coat  and 
Trousen.  Double  breasted  tack  with 
broad  shoulders  and  wide  Iroms;—  quarter 
lined  with  line  alpaca.  The  quality  makes 
it  a  splendid  value 


WdlUER 


Outline  drawing 


Stipple  stock  cut 


ening  the  distance  from  the  object  to  be  photographed,  the  focus  can  easily  be  adjusted 
so  that  any  size  plate  can  be  secured.  Very  powerful  electric  lights  are  thrown  on  the 
copy,  and  of  course  in  this  way  a  very  clear  negative  is  secured  on  a  glass  plate  which  is 
covered  with  a  specially  prepared  film.  After  the  negative  is  developed  in  the  dark-room 
the  film  is  stripped  from  the  glass  and  is  carefully  spread  in  a  reverse  position  upon  another 
glass  plate.  A  highly  sensitized  zinc  plate  is  pressed  against  the  surface  of  the  glass  plate, 
holding  the  stripped  film.  In  this  position  both  the  glass  plate  and  the  zinc  plate  are 
fastened  in  a  frame  devised  for  this  purpose,  and  is  then  exposed  to  an  intense  light  which 
acts  upon  the  sensitized  zinc  plate.  By  this  process  an  exact  print  is  made  on  the  zinc 
plate,  which  then  is  taken  from  the  frame  and  coated  with  a  thin  film  of  ink,  specially 
prepared  for  this  purpose.  The  coating  is  done  by  a  soft  rubber  roller.  This  proceeding 
brings  out  the  photographed  lines  clearly,  after  which  a  coat  of  dragon  powder  is  strewn 
over  the  plate.  This  dragon  powder  sticks  to  the  inked  surface  and  acts  as  a  protector 
when  the  plate  is  placed  in  the  acid.  The  plate  is  put  through  four  different  solutions, 
one  after  another,  and  when  it  is  taken  out  of  the  fourth  it  is  washed  off  with  cold  water. 
This  solution  eats  away  the  parts  not  covered  with  the  dragon  powder.  When  the  plate 


416 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


HAD  TO  STAND1 
ON  X3UB  HEAD  TO  SHOOT., 

you.wouLDT-fr  BBINC 

HOME.   MUCH   GAME. 


Auto  Graflex  Camera 


*»  bilk-roed  WMk.    Send  l<x  C. 
FOLMER  A  SCHWING  CO.  Rocherter,  N.T. 


Silhouette  effect 


is  in  the  solution  it  is  gently  rocked  to  and  fro  by  a  mechanical  device.     After  the  plate 

is  washed  off  with  cold  water  it  goes  to  the  routing  machine,  where  all  superfluous  metal 

is  removed  or  routed  away.    The  plate  goes  through  a  sort  of  chiseling  proce— .     After 

this  is  done,  the  plate  is  tacked  on  a  wood  or  metal 
base  which  is  made  "type-high."  After  the  plate  is 
backed  up,  the  finisher  cut-  off  the  sharp  edges  and 
gives  the  plate  a  general  overhauling,  and  the  zinc 
etching  is  finished.  A  zinc  etching  costs  about  five 
cents  by  the  square  inch,  minimum  fifty  cent.-,  whieh 
means  that  a  line-cut  amounting  to  le-s  than  ten 
square  inches  will  cost  fifty  cent-. 

The  process  of  making  half-tones  is  about  the 
same  as  that  of  making  xinc  etching-,  the  only  differ- 
ence being  that  when  a  photograph  i-  taken  from  the 
copy  a  screen  is  placed  between  the  leu-  of  the  camera 
and  the  sensitized  plate.  Tin--.-  -crecn-  are  large  gla-s 
plates,  ruled  with  a  diamond,  and  have  straight  lines 
meeting  one  another  at  right  angle-.  One  inch  on 
such  a  plate  may  contain  from  -i\ty  to  two  hundred 
lines.  Half-tones  can  be  made  from  photographs. 
\\  a-h  drawings,  or  painting-,  on  which  the  shading-  an- 
made  by  tin-  difference  in  the  color-.  The  -creen. 
when  placed  between  the  sen-it i/ed  plate  and  the 
lens,  breaks  up  the  .surface  of  the  copy  into  small  dots. 
Those  cross  lines  we  see  in  half-tones  are  made  by  the 

screen.     Where  the  screens  are  coarser  these  lines  "are  more  easily  distinguished  than  in 

half-tones  where  the  screens  are  very  fine,  as,  for  instance,  in  a  half-tone  of  -,'1 
Half-tone  engraving  is   the  only  process 

known  at  this  time  by  which  photographs, 

wash  drawings,  and   things  of  like   nature 

may  be  reproduced  for  use  upon  the  print- 
ing press. 

When  half-tones  are  to  be  made  from 

photographs,  especially  of  machinery  where 

a  fine  cut  is  desired,  or  the  details  of  which 

it  is  desired  to  have  brought  out  distinctly, 

the   photographs  are  usually  "retouched," 

that  is,  the  details  are  clearly  and  distinctly 

painted  in  by  hand.     From  $5  to  frl~>   i- 

frequently  paid  for  retouching  a  single  photo- 
graph. 

For  the  reproduction  of  landscapes  and 

scenic  views  (as  well  as  machinery  and  other 

subjects,  in  which  not  only  the  object  itself 

but  the  surroundings  as  well,  are  desired  to 

be  as  truthfully  shown  as  possible),  half-tone 

cuts  are  by  far  the  best  to  use. 

Always  bear    in  mind  that  a  half-tone 

reproduction    can   be    no    better  than  the 

subject  from  which  the  half-tone  is  made, 

hence  the  necessity  of  first-class  photographs, 


of  retouching,  or  of  hand-engraving  of  the 
plates. 


Sixty-line  half-tone 


To  practically  illustrate  the  different  grade  of  screens  we  herewith  print  three  half- 
tones, one  made  with  a  screen  of  sixty  lines,  another  with  a  screen  of  133  lines,  and  the 


s£*T 


SOMKTHING   ABOUT  CUTS 


417 


tltinl  with  a  screen  of  £00  lines.  A  half-tone  of  a  very  fine  screen  may  be  used  on  a  highly 
calendered  <>r  coated  paper,  hut  is  absolutely  worthless  on  common  newspaper.  For 
newspaper  work  a  half-tone  of  sixty  screens  gives  the  best  service.  A  125-screen  half- 
tone is  used  with  good  success  on  a  M.  F.  (Machine  Finished)  paper,  or  on  Super  paper. 
The  sensiti/ed  plate  used  for  a  line-cut  is  zinc,  and  for  a  half-tone  is  copper,  which 
is  al>o  sensiti/ed  with  a  solution.  On  this  plate  the  print  is  transferred  by  the  same 
process  a>  docribcd  above  when  making  zinc  etchings.  After  the  print  is  transferred,  the 
plate  is  heated,  and  the  ink  becomes  hard  and  will  resist  the  action  of  the  chemical  bath 
into  which  the  plate  is  placed.  This  bath  is  an  iron  solution  which  eats  away  all  the 
copper  left  bare,  and  leave>  the  lines  and  dots  in  strong  relief.  In  this  condition  the 
plate  is  called  a  "flat  etched  half-tone."  To  give  clearness  to  the  picture  regarding 


One  hundred  and  thirty-three-line  half-tone 


Two  hundred-line  half-tone 


shading,  lines,  etc.,  the  etching  solution  is  brushed  over  the  parts  which  it  is  desired  to 
have  appear  lighter.  It  eats  away  most  of  the  copper  around  the  dots',  making  them 
smaller.  This  process  is  called  re-etching.  After  this  is  done  it  is  tacked  on  to  a  piece  of 
wood  or  metal,  type-high,  and  is  feady  for  the  printer.  The  price  of  a  half-tone  varies 
from  twelve  and  one-half  cents  to  twenty  cents  per  square  inch. 

Wood-cuts  are  used  where  the  paper  to  be  used  for  the  printing  is  of  a  soft  surface, 
but  still  a  clear  and  distinct  impression  is  desired.  A  wood-cut  is  made  by  taking  a 
photograph  on  a  sensitized  surface  of  a  wooden  plate  which  is  cut  "type-high."  The 
wood  used  for  this  purpose  is  called  "Box-wood."  The  etching  is  not  done  by  chemical 
process,  but  is  engraved  by  hand.  With  sharp  instruments  the  engraver  follows  the  lines 
of  the  photograph  carefully  until  the  whole  picture  is  engraved  on  the  wood.  Of  course 
this  process  makes  a  wood-cut  more  expensive  than  any  of  theabove  mentioned  "cuts." 

The  electrotype  is  an  exact  counterpart  of  a  half-tone  or  a  zinc  etching  or  of  type  set 
ready  for  printing.  In  large  magazines  the  ads  are  set  up  very  artistically,  using  for  the 
composition  type  which  is  very  expensive.  If  this  type  was  run  on  the  presses  for  a  large 
edition  it  would  soon  be  worn  out  and  ready  to  throw  away  as  useless.  To  prevent  this, 
each  and  every  page  of  a  magazine  is  electrotyped;  that  is  to  say,  a  duplicate  is  taken 
from  a  page,  and  the  magazine  is  printed  from  these  duplicate  plates,  i.e.,  electrotypes, 


418  HOW  TO  ADVERTISE  A  RETAIL  STORE 

The  process  of  making  electrotypes  is  as  follows :  From  a  half-tone  or  from  a  line-cut , 
or  from  type,  an  impression  is  taken  on  a  composition  of  bet-swax  <>r  o.<;/,v /•//< .  especially 
prepared  for  this  purpose,  and  which  retains  the  minutest  details  of  the  impression.  After 
the  impression  the  mold  is  placed  in  a  black  leading  machine  and  polished  by  brushes  and 
by  a  composition  of  graphite,  after  which  the  edges  are  burned  or  scraped  oil'  from  the 
frame  to  prevent  the  depositing  of  copper  on  the  same.  Then  the  mold  is  given  a  copper 
coating  by  the  use  of  sulphate  of  copper  and  iron  Mings,  after  which  it  is  placed  in  a 
tank  filled  with  a  solution  of  sulphate  of  copper,  muriatic  acid,  and  water.  Thi-  solution 
must  have  a  certain  temperature,  and  also  must  be  of  a  standard  degree  of  gravity.  An 
electrotyper  must  pay  the  strictest  attention  to  these  minute  details,  the  non-observance 
of  which  would  make  the  work  unsuccessful.  By  the  use  of  a  dynamo  an  electrical  current 
is  transmitted  through  the  negative  rod  passing  down  the  ainxlc.  thus  creating  a  chemical 
action  in  the  solution,  by  which  the  copper  is  taken  from  the  nmnlf  and  deposited  on  the 
mold,  called  cathode.  When  this  deposited  cop|>er  shell  becomes  of  sufficient  thickness 
it  is  taken  from  the  solution,  and  by  the  use  of  hot  water  the  shell  is  separated  from  the 
mold.  It  is  then  backed  up  with  metal  and  g<x-s  through  a  finishing  pnx-css;  low  letters 
are  brought  out,  and  the  surface  made  perfectly  even.  After  this  is  done,  the  plate  is 
tacked  on  a  wooden  or  metal  base  type-high.  The  price  of  an  electrotype  i>  about  two 
cents  per  square  inch.  Electrotypes  carefully  prepared  stand  a  run  of  lon.ooo  impres- 
sions without  showing  much  sign  of  wear. 

There  is  another  method  of  preparing  plates,  or  cuK  called  stereotyping.  Stereo- 
types are  much  cheaper  than  electrotypes.  The  process  is  very  simple.  Tin-  impres- 
sion is  taken  from  a  plate  in  a  composition  made  of  papier-machS,  When  thU  becomes 
sufficiently  dry  and  hard,  hot  metal  is  poured  into  the  shell  and  the  plate  is  n-adv .  The 
plate  is  then  mounted  in  the  same  manner  as  an  electrotype.  A  square  inch  of  stereo- 
type costs  less  than  a  cent. 


CHAPTER   LXX 

PRACTICAL  HINTS  ON  "HOW  TO  PREPARE  COPY 

THE  systems  in  use  in  the  advertising  departments  of  large  stores  vary  considerably, 
but  in  the  main  points  are  very  similar.  The  systems  must  work  smoothly  and 
regularly,  or  the  huge  advertisements  that  are  daily  turned  out  would  instantly 
show  a  hurried  preparation  instead  of  having  the  appearance  they  usually  have  of  delib- 
erate and  calculated  preparation.  Yet  some  of  these  advertisements  are  turned  out 
hurriedly  and  often  "against  time." 

The  advertising  man,  more  than  any  one  else  connected  with  a  store,  should  know 
the  best  merchandise  to  advertise  each  day  of  the  year.  By  frequent  consultation  with 
the  heads  or  managers  of  the  different  departments  he  knows  pretty  well  what  stocks  are 
on  hand  and  how  they  are  going.  He  knows  all  lines  that  have  been  bought  as  leaders, 
all  lines  that  have  been  purchased,  under  the  regular  market  prices,  all  lines  that  are 
slow  sellers  and  that  are  to  be  cleared  out  at  a  sacrifice. 

It  might  surprise  some  of  the  smaller  merchants  when  it  is  stated  as  a  fact  that  in 
some  of  the  largest  department  stores  there  are  no  goods  on  either  shelves  or  counters 
that  have  been  there  for  a  longer  period  than  six  or  eight  months.  In  some  instances, 
the  departments  are  highly  specialized  and  inventories  are  taken  every  three  months, 
the  department  managers  must  not  only  turn  over  their  stocks  every  so  often  but  they 
must  close  out  all  stocks  after  they  have  been  in  the  store  a  certain  short  period  of  time. 
Ihis  is  an  easy  matter  where  customers  are  always  thronging  the  aisles  eager  to  buy  any- 
thing that  is  offered  under  the  regular  price. 


ANOTHER  UMBRELLA  BARGAIN 

—I*  Tour*  for  Tueoday  . 


SILK  SHIRT  WAIST  SUITS 


A  WEEK  OF  GOWN  VALUES 


GLOVES  FOR  SPRING.  1905 


TO  CLOSE  OUT 


ORGANDIES 


BOYS'  BLOUSES 


»r/  0*1 
"~«n  ««. 


IN  LINEN. 


WASH  GOODS 


MIUCUS  TOIH  II  •  <MM 


WASH  FLANNELS 


vie**  Tiovtei  4   eo. 

Hartford- t  Snooping  Canter, 
Monday,  march  «,  1905. 


B--  A— K— 0-- A—I— » 

--o--»    -    T— u— «— B.-P--A--T 
L-a-o-t     T-h-u-r-o-d-a-y,w-e 


o-f-f-e-r-1-n-g     r-o-r     t-h-a-t 

«-u-r    d-c-1-l-a-r    0-o>b-r-e-l-l-a-« 
•-t     «  »  t     e-e-e-h. 

Thle    offor  la   «T«n   better.    They 


I,      ..      .       .  -«•         dlee.      In  f.ci  ttoy  aro,   a»   »e  haTO 

Mid,  e«r  regular  $1.48  uWbrollao.for  Tuaaday  only  99/  eachj 


g.-1-.I...H       8— H— I--K--T       t--A--l—8"t       g.-U--l.-T--»   \ 

If  you  want  •  handoomo  eootuBO, 

MJ»  of  eitra  <»uaUty  Xlaak  Poaa  do  Sol./  -  '    '       '    • 

Th.  ».l.t   Pleated  front  «nd  back  -Ith         flj.^     ^    f 

1 


•     •  Ttoon  ouch  bo.rno.ln 

*o  o.ro  fioWbrowht  boforo  you  In  Tomon'o  Kuolln 
th«r«  will  bo  *  ^uleli  ruo>i  to  bonoflt.  It  to  on 
r*«*  for  now  itook  thot  thli  wo«Jt  •«  offer  you. 


"Vo«,»0/ Kaolin  Ktght  Oovno,    opoeUlly  frleod  tut   iW  o.eh 

.  >1 . aO%l«ht"SCTJ.IrMt*       Ill's  Hlr.ht'Qo^io"f*r"fl.jj'oi 
$J.OO  »l«ht  OownoTTTg-         *2.2S  »l«ht  Oomio  for  il-rtTtS 


Thoto  tho  r»tl 


reduction  oil   th 


eholco     «T  H<JJ  PBICH.    Cone 

ft-d  wh«t   you  wont   am    IO.TO 
?ut  holf  Ito  TUuo. 


Ronned  Huck-o-back   to»elo,al- 
sod   !0  i  40   In.    all   whlt>,o 
>1U)  SI >i«  t  Pod   lord^ 


0-B-S-A-r-D-I-ll-L  W-A-S-H  -   0-0-0-I-S 

Tno  b«au*.lful  Looking  much  like 


»lth  Colorod  flguroo,   ala 


I>ary,  Blick,  Sllrer  Orey, Pon- 
gee and  Brown  Crounrle,  patt- 
led  with  Small  neat  fliurea. 


Thin  noodo   in  South  An- u,  RlnRO,  dotl,   otc. 

They  aro   tho  Tory  boot  tuall-  CIVIHAXS  Thooe  fire  beaut  1- 

•t«lo-/»r  S»w»»' '>'••••««,  AnH.'non, 'beautifully  clalded 

S'-l/S/  »  Ml  a  yd.    lo  tho  pr-     and   itrlped    In  lovely  ahadeo        1 
ico.   Take  time  to  ooe   them.  of  blueo,    pinko,    grv.no,   groyo, 

•>  Cui.oin.tiun.  fur  4O/ >d. 

PXDCCK!S  VOILX      If    a  checked 


g.O.Y-S      B-T.-O-O-S-IUS 


exrerleient.d  with  different  Gr«en(  Blue,  vary,   Pongee  and 

maken    In    -.he  >>op*  of    oerur-  Black,    for  lit  a  yard. 
;.  lig  the   fc.nt  Boyo'   Blcuoe  on 
the  market,   and   think  that  for 
quality,    wear,    otylo,    as.crt- 

oent  and   »n    that   we  h«»e  fo-  W-A.S-H     T-L-A-K-ll-E-t-S 
.  und   It   In  the  'K  and  f  which 

|  are  r»de  under  the  >>«jt  oanl>  Being  non  ah  rink 

tary  condition!  by  well   p«id  able,   faot  color  and  medium       / 

operatoro  and  found   nowhere  weight  »aah  71annelo  aro  qul- 

oloo  In  town,  aa  we  control  to   the   Ideal   fabric  for  l»d- 

thelr  aalo  In  Kortford.  Ira  Sprlnr  Shirt  Waleto. 
lo  3,  to  1«  yearo. 

«!.no  Scotch  rlannelo,    th*   reliable 

oya1  kl'di    In  lirgo  am   tltarlng 
Wfflttv  can  bo  had    at    ?5/ 


They  a 


Boya  8  to  16 
lal   Taltie 

>«  pat«»rna""lncluilnii"">Iltr  » 
TOP  COATS  "prlni  «»vi.»  pr|.       pi.ck   \  Fhlt.  ,rd   •'S/a  yd. 
f oj  fron  *3.iO  to  «l».no  ea  It    lo  51    ir.    wide  and   founj  at 


420  HOW  TO  ADVERTISE  A  RETAIL  STORE 

In  the  majority  of  large  stores  the  department  managers  or  buyers  take  their  special 
offerings  to  the  advertising  manager,  insisting  on  space  being  used  in  their  exploitation. 
Where  this  method  prevails  the  advertising  manager  always  has  more  items  offered  him 
than  he  can  use.  He  usually  selects  those  he  thinks  most  suitable  for  the  day's  advert  la- 
ments and  leaves  the  rest. 

Weather  conditions  play  an  important  part  in  the  choosing  of  each  item.  Scason- 
ibleness  is  of  the  utmost  importance.  Even  the  days  of  the  week  are  fraught  with  mean- 
'ng  to  the  advertising  manager.  Mondays  and  Saturdays  are  the  big  days,  and  any  depart- 
ment may  be  safely  advertised  for  those  days.  " Ready-mades "  are  especially  good  for 
Saturdays,  while  household  lines,  such  as  linens,  upholstery,  carpets,  furniture,  etc.,  sell 
better  during  the  week. 

All  advertisers  should  keep  scrap  books,  not  only  of  their  own  advertisements,  but 
of  fine  specimens,  ideas,  schemes,  sales  plans,  etc.     In  the  course  of  a  few  years  these 
scrap  books   will   become  more  valuable   to  the   advertiser  than,  all   the   book> 
written  upon  the  subject  can  be. 

It  is  necessary  for  the  advertising  man  to  keep  up  to  date,  to  have  the  very  latest 
information.  To  obtain  this  he  must  read  constantly  the  best  books  and  periodicals 
bearing  on  his  business.  In  this  reading  many  new  and  novel  ideas  come  to  him,  \\  Inch 
unless  preserved  in  note  book  or  scrap  book  are  afterward  forgotten.  Tin--.,'  ideas  may 
be  worth  thousands  of  dollars  if  followed  up  but  they  are  not  worth  a  cent  to  him  who 
forgets  them. 

Through  the  courtesy  of  Brain*,  Deposit,  N.  Y.,  there  are  re-produced  here  a  num- 
ber of  illustrations  on  "How  to  Prepare  Copy."  These  plate*  show  at  a  glance  just  how 
the  advertising  writers  for  the  firms  represented  prepare  their  ropy  for  the  printer. 

On  another  page  is  shown  the  copy  as  prepared  by  the  advertisement  writer  of 
Brown,  Thompson  &  Co.,  Hartford,  Me.,  for  the  printer  and  his  production  of  the 
finished  advertisement.  This  copy  is  neat  and  the  layout  clearly  indicated. 

Mr.  E.  H.  Leonard,  advertising  manager  for  Shepard  Not-well  Company,  Boston, 
Mass.,  gives  us  his  methods  of  preparing  advertisements  for  a  large  department  -tore. 
He  says: 

"The  mission  of  an  advertisement  is,  first  of  all,  to  create  attention.  A  paying  adver- 
tisement invariably  contains  certain  striking  features  to  hold  the  eye  long  enough  to  induce 
interest.  ... 

"  Cuts  are  conceded  to  be  best  of  all,  providing  they  talk-  that  is,  both  attract  and 
illustrate  the  article  for  sale.  Better  utilize  the  space  for  other  departments  than  to  IIM-  a. 
poorly  made  and  insignificant  picture. 

"However,  the  problem  of  producing  business-pulling  advertisements  for  a  departmen'- 
store  where  sixty-five  or  seventy  enthusiastic  buyers  are  clamoring  for  double  and  triple 
column  'stunts'  to  chronicle  their  recent  purchases,  and  the  advertising  appropriation 
allows  for  about  one-third  the  space  needed  to  satisfy  the  buyers,  it  behooves  the  adver- 
tisement writer  to  scratch  his  "think  tank"  for  schemes  whereby  he  can  produce  an 
announcement  that  will  take  in  all  the  departments,  and,  at  the  same  time,  make  it  at  (na- 
tive— without  cuts. 

"  Presuming  there  are  many  advertisement  writers  who  occasionally  bump  up  against 
just  such  a  proposition,  and  in  their  dilemma  become  excited  and  nervous,  have  a  disa- 
agreeable  moment  or  two  with  the 'proprietor,  the  buyers,  and  others — to  say  nothing  of 
the  sympathizing  printers  (to  whom  we  always  appeal) — I  have  preserved  the  "order 
sheets"  of  a  Sunday  advertisement  and  am  forwarding  same  to  you  for  reproduction  in 
Brains.  These  sheets  are  sent  you  because  the  advertisement  was  a  good  trade  puller 
—it  not  only  filled  the  store  with  shoppers  on  Monday  and  Tuesday,  but  hundreds  of  mail 
orders  were  received  for  goods  advertised,  and  the  week  is  not  half  over.  In  addition  to 
this  proof  of  resultful  advertising  without  cuts,  we  have  received  a  number  of  personal 
letters  from  prominent  people  in  this  vicinity  who  compliment  the  store  on  'such 
clean,  attractive  advertisements,'  showing  that  the  announcements  are  noticed,  read,  and 
believed. 


PRACTICAL  HINTS  ON  HOW  TO  PREPARE  COPY 


421 


"On  Wednesday  mornings  I  draw  up  diagrams  and  plans  for  the  following  Sunday 
adverti>emeuts.  (We  use  four  Sunday  papers.)  The  sheet  herewith  marked  No.  1, 
slum --s  my  method  of  featuring  thirty  departments  in  one  of  the  newspapers.  This  design 
went  to  the  printers  on  Wednesday,  with  complete  instructions  on  the  margin. 


"Thursday  morning  I  had  the  completed  'dummy'  in  rule  and  type  form.  (See No.  2.) 
I  began  this  day's  work  by  writing  copy  for  the  various  sections  of  the  layout,  preparing, 
first,  the  introduction  or  'store  talk'  for  the  center  box — which,  by  the  way,  answered  for 


422  HOW  TO  ADVERTISE  A  RETAIL  STORE 

all  departments.       On  each  copy  sheet  I  wrote  instructions  to  the  compositors-for 

instance,  on  'Semi-Annual  Stock  Taking '  copy  I  placed  the  following: 

center  of  advertisement-8-point  antique  leaded-see  dummy.       Thus  I  moved  from 

one  section  of  the  advertisement  to  the  other  until  all  were  comfortably  filled,  and  the  roll 

of  copy,  together  with  both  layouts,  Nos.  1  and  2,  were  delivered  to  the  jm 

evening. 


^3  W 


On  Friday  morning  I  had  a  completed  proof,  as  per  instructions  on  margin  of  No.  2. 
After  careful  reading  and  after  making  a  few  alterations  to  relieve  the  congested  state 


PRACTICAL  HINTS  ON  HOW  TO  PREPARE  COPY 


423 


"  '  IIII'ijHf  -'i  )•*'{  ' 

|i  IPlii 
•    !l':!j!i:,!i!i!,'!iSi 


of  some  sections,  as  noticed  on  proof  No.  3,  and  positive  authority  from  all  buyers  for 
stated  values  and  sale  prices,  the  proof  was  submitted  to  the  proprietor  for  approval, 
passed.     This  sheet  then  went  to  the  newspaper  for  corrections,  with  request  for  six 
revises  Saturday. 


424 


kililUDj 

jiliiijiliiii 


ill 


ll,!! 
11 


'ilHff'i 


IS.1]* 

;j 


rill  m 

u  • 


i    >. 

Sliiii! 


IH'l 


on 


l*;    • 

1  iiii, 

^  ll'MpH 

fiif 
III 

ill  HI 


11 


Iff 


ilU?JiH!J 

Jir!  i 


IjIiJI 


L|i"iiiii|J 

Siii 

^Wll 

IliHillfJii 


),'Jj^iMi5i! 

lli 

ilSi:!?  • 


S*  £!    £J>ljli    :    •; 

3  l!i  Ji|  <r    |i 
•S?i  fi!!fO 


i«il    !Jj; 

!lKii»WjiJ}t 


:  >^  •£  'lii;)  •  '>ili£i' 

|3!r4  shl'! 
|imL«!i 


iijh  S'iJi^iiJ 

i»R'  »^te'! 

•Jistj  JJi: 

ill 

J  Iliiiiiiiii 


IM 
lS 


j  j  UJHi 


I 


,i 

»  a 


-ij   ii 


J.«  i" 1  i 
{liB  SfiS  i 

1  j  i!!!  i 


Bjiwi 

jjjjjjfp!' 


i«ft 

inii 


:   B 


I  tin  lii'ii; 

* 


jiiijll 

a!;;, 
i^i! 

Mlilc'! 


«  IWi 


;».-::; 

'  'j! 


"Plate  No.  4  represents  corrected  advertisements  with  final  O.K.  and  instructions, 
and  stands  just  as  it  was  published  in  the  Globe  of  July  8th." 


PRACTICAL  HINTS  ON  HOW  TO  PREPARE  COPY 


425 


6 

*! 

El 

<D<5 

+>* 

cflj 

<D 


:s8i  s«    i    \i    ; 

if  Ei  II  I.  i  ft 


III 


*-~  1 


Illsi**! .!: 

g»-«5.*-la      •»  « 
0-5^0*§C      ?6 


ts 


a: 

ss    25 

«     M 


ii;! 
' 


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•  ^   E  CHD£ 

i.  ?i    :^ 


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s  a«  -st:  e«°. 

'  F  §!«'  S|i 

s:  sss-  s5; 

E£  SoS  fe°. 

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S3      I  «Iss  s-fis 

g|i        2    !HSS    «Ss£* 

II 


1S558 


The  above  plate  shows  the  copy,  dummy  and  advertisement  of  Ike  .Stern  &  Co.,' 
Danville,  111.  Its  original  size  was  fifteen  inches  three  columns.  The  dummy  is  clear 
and  indicates  everything,  essential  to  give  the  printer  the  idea  to  be  followed. 


426  HOW  TO  ADVERTISE  A  RETAIL  STORE 

On  this  and  the  following  page  are  shown  a  dummy  and  completed  advertisement  of 
The  Fair  Cincinnati,  Ohio.  This  dummy  is  as  neat  as  it  can  be  and  clearly  indicates 
the  layout  of  the  advertisement.  The  arrangement  of  this  advertisement  is  certainly 
good  It  is  rather  hard  to  arrange  so  many  items  all  of  about  the  same  importance  and 
all  to  occupy  about  the  same  amount  of  space  in  any  other  manner  than  in  boxes  so  as 
to  be  at  all  satisfactory.  Here  we  have  forty-six  items,  all  separate,  all  properly  displayed, 


HE.  FAIR 


and  the  advertisement  has  a  well  balanced  appearance.  The  illustration  and  mortised 
border  for  the  illustration  helps  to  give  this  advertisement  a  finished  effect  by  giving  the 
eye  a  central  point  to  light  upon. 

On  the  plates  on  pages  428  and  429  are  shown  the  dummy  and  complete  adver- 
tisement of  The  Fair,  Ft.  Worth,  Texas.  The  original  advertisement  was  twelve  inches 
across  five  columns.  The  copy,  which  was  written  upon  separate  sheets  of  paper  from 
the  dummy,  was  numbered  to  correspond  with  the  positions  numbered  on  the  dummy. 

The  dummy  as  prepared  by  Mr.  J.  Montgomery  Brown,  the  advertising  manager 
of  The  Fair,  is  very  plain  and  can  be  easily  followed.  The  method  of  laying  out  an  adver- 
tisement is  here  practically  shown.  In  the  first  place  the  exact  size  of  the  advertisement 


PRACTICAL  HINTS  ON  HOW  TO  PREPARE  COPY 


427 


is  ruled  off.     (The  reproductions  shown  here  are  considerably  reduced  in  size.)     The 
number  of  illustrations  are  then  decided  upon  and  the  space  and  position  they  are  to 


.  Thursday,  Friday  and 'Saturday  We  Inaugurate 

OUR  FORMAL  WELCOME  TO  SPRING 


THE  FAIR 


THE  FAIR 


THE  1905   SPRING   STOCKS  ARE   COMPLETED* 


(TMt  euoc«      11  i  yonr  ckMo,  t»4  fMT  pnof  f  f  wudow  will  lu  U  tto  uki*f  ftdvfcnUjt 
x\    I       J  v  \    i    I   I       YOU    TO     in        OMB    OP    1*1  IK     OMOVV1>. 


.!T£i...  New  Spring  Millinery 


JL  Furniture-.. 


THE  FAIR 


Sixth  and 
Race  Sts. 


Sixth  and 
Race  Sts. 


occupy  are  indicated  on  the  dummy.     This  done  the  balance  of  the  space  shows  clearly 
how  much  text  or  type  matter  can  be  used. 

The  headline  and  introduction  are  next  shown.  The  headlines  and  sub-heads  are 
usually  written  on  the  dummy  as  here  shown.  The  introductions  and  items  are  best 
shown  by  parallel  or  wave  lines  drawn  to  indicate  the  space  they  are  to  occupy  and  the 
place  where  they  are  to  appear. 


428  HOW  TO  ADVERTISE  A  RETAIL  STORE 

The  advertising  man  who  is  well  versed  in  type  styles  and  sizes  has  a  great  advantage 
over  the  one  who  knows  practically  nothing  about  them  and  a  greater  advantage  ,,v«-r 
the  one  who  knows  just  enough  about  them  to  make  his  knowledge  troublesome  both 
for  himself  and  the  printer.  The  knowledge  of  type  styles  and  sizes  gives  the  advert 


man  a  chance  to  have  his  advertisements  appear  always  just  as  he  wants  them.  If  he 
indicates  italics,  italics  will  be  used,  if  a  heavy  faced  type  is  demanded  and  named  that 
face  and  no  other  will  be  used. 

It  will  be  noted  in  this  dummy  that  each  style  of  type  and  each  size  of  type  to  be  used 
is  clearly  indicated.  It  will  also  be  noted  that  this  advertisement  is  a  good  one.  It  is 
out  of  the  ordinary  run  of  advertisements. 


HOW  TO  READ  AND  MARK  PROOF 


429 


OPENING 

Of  the  Latest  and  Most  Authoritative 


Fashions  in 


Millinery,  Tailored  Suits  @.  Coats 


.  i.  ///  kf  Ik,  f,r,l  Commit  £«*•*,/  A>rf/k  Co 


-/fit  Er/Wti 


o/Nr 


,1.    /-OJ*  ,,akl,  .S/.f;»y    Hal,, 


all 


*  l/ial  F.nn 


A////;. 


itillrJ  Jeiifnrrt  have  praJurtJ 


For  Women 


ill  1,-arn  more  (bout  new  style?  in  hilf  an  hour  in  this  department  than  by  anything  else  yon 
might  do.  Thi-  ™**s  are  filled  with  bright  new  hats;  not  limited  to  elegant  trimmed  styles,  but 
n-aJy-to-trinu  and  the  ainart  street  hata.  Hundreda  of  new  trimmings  are  displayed.  Every  woman 

who  is  interested  in  correct  atylea  ia  invited  and  urged 

to  couie. 

The  new  shapes  arc  decidedly  different 
in  style..  The  Tricorne,  the  Continental, 
the  Marquise,  the  Napoleon;  these  are 
all  variations  on  the  same  theme  in  mil- 
linery—  the  knockcd-in  and  tip-tilted 
shape...  This  is  the  style  that  will  be  the 
dress  hat  of  the  season. 


Millinery,  Street  Costumes, 

Separate  Skirts,      Shirt-  Waist  Suits, 
Evening  Gowns,       Tailored  Suits, 
Silk  Coats,  Shirt-Waists. 

For  Girls  and  Misses 

Millinery,    Dresses,    Suits,    Coats. 

TIU  Pans  faanion  creators  an  still  drawing  their  inspiration  from  that  period  of  French  history 
wlncli  wt  the  world  aghast,  and  the  mainsprings  for  which  were  in  no  small  degree  aupplied  by  our 

ilwn  revolution 

'II*  UMIIS  XVI  and  Diractoire  periods  are  again  the  leading  note.  In  no  small  degree  the  atyles  of 
1)10  eu«nng  spring  and  summer  re-embody  the  costumes  worn  by  the  court  of  the  ill-fated  monarch 
and  lira  quetn.  Speaking  more  particularly,  what  is  known  as  the  Marie  Antoinette  style  is  more 
strongly  accentuated  than  it  was  a  year  ago.  It  is  most  apparent  in  the  pointed  waist  and  the  draped 
l.ust  An  unusual  opportunity  for  the  gratification  of  the  desire  for  distinctivenesa  is  offered  in  the 
shave*,  which  are  in  all  degrees  of  elaboration  and  variety. 

A  beautiful  diaplay  of  Woman's  Wearing  Apparel,  more  extensive  and  more  exclusive  than  ever  be- 
fore, embracing  only  atylea  upon  which  Fashion  lias  set  th«  seal  of  approval. 

Those  of  our  customers  who  desire  to  make  selections  during 
the  Opening  'Days  will  be  afforded  every  opportunity...^! 
whether  you  come  to  look  or  to  buy,  you  are  equally  welcome 

The  Opening 

Monday  and  Tuesday, 

March  13  and  14  Cor«r  Fifth  «»</  Hwniat  Stretti,  Fart  Worth,  Ttxa. 


HOW  TO  READ  AND  MARK  PROOF 


THE  technicalities  of  the  composing-room  are  more  or  less  of  a  mystery,  even  to 
one  who  has  had  long  experience  in  the  preparation  of  advertisements.      The 
manner  in  which  advertisements  are  set  and  displayed  is  often  just  the  differ- 
ence between  a  good  advertisement  and  a  bad  one;  one  that  pays  and  one  that  does  not 
pay.     It  is  vitally  important,  therefore,  that  the  person  who  writes  an  advertisement 
should  know  exactly  how  he  wants  it  to  look  when  in  type  and  also  how  to  indicate  his 
wishes  to  the  compositor. 


430  HOW  TO  ADVERTISE  A  RETAIL  STORE 

If  the  directions  and  examples  given  are  carefully  followed,  we  believe  the  advertiser 
will  get  better  results  from  his  printer,  and  consequently  larger  return*  front  lii*  advertising. 

Proof-readers'  marks  are  corrections  indicated  for  the  printer,  on  proof  -  slu-ds. 
which  may  be  said  to  consist  of  two  parts :  1 ,  The  body  of  type,  which  is  to  be  corrected ; 
and  2,  the  broad  white  margin,  on  which  the  corrections  are  marked.  The  technical 
marks' employed  to  correct  errors  by  compositors  have  been  the  same  from  the  infancy 
of  the  art  of  printing  until  the  present  day,  and  by  long  use  have  approved  thrniM-lv.-s  to 
all  who  read  for  the  press.  There  are  few  industrial  occupations  demanding  more  exact- 


Faragtaph. 

No  Paragraph. 
Wrong  fonL 
Let  It  stand* 
Let  it  stand. 
Transpose. 
Capital  letters. 
Small  caps. 


Lower  cane  or  small 
letters. 


ttet 


UZ^xtf 


J.C. 


/c 


Hotuan. 


Em-quad  space. 

One-em  daib. 

Two-era  dash.  / 

Change  bad  letter:  X 

Push  down  space.  JL 

Turn.  9 

Take  out  (dtU). 

Left  out;  insert. 

Insert  space. 


Even  spacing. 


LCM  space. 


ing  application  than  proof-reading.     There  can  be  none  in  which  wide  reading  and  general 
knowledge  are  more  useful. 

A  proof  comes  from  the  printer  in  "galley"  form,  having  in  the  top  right-hand  corner 
its  consecutive  number,  and  with  it  printers  usually  send  printed  directions  to  non-profes- 
sional proof-readers,  in  terms  like  the  following: 

1.  Read  carefully,  ESPECIALLY  for  errors  in  NAMES,  ADDRESSES,  and  technical  words. 

2.  Return  the  ORIGINAL  COPY  with  the  proof. 

3.  Write  on  proof  order  for  NUMBER  OF  COPIES  WANTED,  if  not  already  given. 

4.  Mark  "O.K.,"  or  "O.K.  with  alterations."  as  the  case  may  be,  signing  your 
name,  so  we  may  know  that  proof  has  reached  the  proper  person. 

5.  Don't  send  verbal  explanations  by  message-boy  when  it  is  possible  to  write  them. 

An  observance  of  these  few  hints  will  prevent  most  of  the  errors  likely  to  occur. 


HOW  TO  READ  AND  MARK  PROOF 


431 


There  arc  two  general  classes  of  correction-marks:  1,  those  marked  in  the  body 
of  the  ty|K>,  to  point  out  the  exact  location  of  any  needed  correction;  2,  those  written 
in  the  margin,  to  >ho\v  the  nature  of  the  correction  desired  to  be  made.  In  their  turn, 
each  <>f  the>e  i^  >ululividcd:  the  marks  inserted  in  the  type  comprising:  a,  strokes  drawn 
through  letters,  words,  or  marks  of  punctuation;  6,  carets  and  inverted  carets;  c,  horizon- 
tal curves;  and  </,  underscoring  with  lines  and  dots.  The  signs  used  in  the  margin  may 
be  classified  as,  <*,  words,  letters,  punctuation,  etc.,  that  are  intended  to  take  the  place 
of  errors  in  the  type,  or  to  supply  omissions;  /,  abbreviations  of  such  terms  as  "trans- 
pose," "wrong  font,"  etc. — words  which  indicate  to  the  compositor  the  kind  of  error  that 
has  been  committed — and  7,  errt-.iin  conventional  signs  which  have  come  down  from  the 


1  PODJT 


Close  up  entirely. 
Period. 
Comma. 
Colon. 

Semicolon. 

Apostrophe. 

Quotation. 


y 


Hypheu. 


^ines.        //' 


Straighten  Lines. 

(Move  over.  E- 


early  days  of  the  art  of  printing.  These  two  classes  of  signs  should  always  be  used  in 
conjunction.  Every  error  marked  in  the  type  must  have  a  corresponding  mark  in  the 
margin,  to  attract  the  compositor's  attention.  No  mark  should  be  made  in  the  margin 
which  has  not  some  corresponding  mark  in  the  type.  But  the  two  classes  of  marks  must 
be  kept  in  their  proper  places.  In  the  type  are  to  be  placed  only  those  marks  which  indi- 
cate the  place  at  which  an  error  has  been  made.  The  margin  is  reserved  for  marks 
denoting  the  nature  of  the  desired  correction. 

Though  the  errors  which  are  possible  of  occurrence  in  the  setting  of  type,  whether 
from  poor  copy  or  careless  or  incompetent  compositors,  are  numerous,  all,  or  nearly  all, 
of  them  may  be  classified  and  arranged  under  the  following  heads :  1 ,  the  need  of  inser- 
tion of  new  or  omitted  matter;  2,  the  expunging  or  striking  out  of  letters,  signs,  or  mat- 


432  HOW  TO  ADVERTISE  A  RETAIL  STORE 

ter  improperly  inserted;  3,  the  substitution  of  other  letters,  sign-,  or  matter  in  the  place 
of  errors;    4,  transposition;   5,  inversion;   and  6,  spacing. 

The  proof,  when  marked,  is  returned  to  the  printer,  who  proceed-  to  make  all  nece— ary 
corrections.  The  compositor  is  usually  paid  by  time  for  making  correction-,  and  a  serious 
item  of  expense  will  be  incurred  by  numerous  or  unnecessary  alterations.  In  some  offices 
a  ring  or  loop  is  drawn  round  the  marginal  mark  of  an  error  which  is  not  the  fault  of  a 
compositor. 

A  few  general  suggestions  are  necessary. 

The  question  of  the  division  of  words  into  syllables  should  be  settled  by  reference 
to  a  dictionary.  As  a  rule,  not  more  than  three  syllabic  divisions  are  allowed  in  con- 
secutive lines,  unless  in  very  narrow  columns,  more  are  absolutely  inevitable. 

In  cases  of  doubt,  strike  out  the  matter  to  be  corrected  and  rewrite  it  in  the  margin 
exactly  as  it  should  appear  in  the  type. 

The  logotypes  fi,  ffi,  are  used  instead  of  the  separate  letters,  fi.  ffi.  When  ae  i-  de-ired 
in  place  of  ae,  it  is  indicated  by  a  horizontal  line  or  cur\e  above  the  two  letters. 

The  following  errors  are  somewhat  difficult  of  detection:  1.  changes  of  font,  when 
the  types  of  the  two  fonts  are  much  alike;  2,  inversion  of  s  and  x;  H,  the  occurrence  of 
inverted  n,  u,  b,  and  p,  for  u,  n,  q  and  d,  respectively. 

Differences  in  fonts  can  be  learned  only  by  c\|>cricnce.  The  principal  difference^ 
are  in  the  shape  of  the  letters,  the  thickness  or  blackness  of  the  line-.,  and  the  -i/e  of  tin- 
face. 

Inverted  s  and  x  may  be  detected  by  the  fact  that  the  lower  part  of  these  letter-  is 
slightly  larger  than  the  upper  part. 

The  main  differences  between  n  and  inverted  u,  1)  and  inverted  <|,  d  and  inverted  p.  lie 
in  the  small  projections  called  serifs  which  start  at  right  angles  from  tin-  -idc-  or  -t<-m-  of 
these  letters.  For  example,  in  n  the  serifs,  or  projections,  at  the  bottom  of  the  letter 
are  seen  on  both  sides  of  the  prongs  or  "legs."  In  u  the  projections  are  seen  on 
but  one  side.  The  differences  in  the  other  pairs  of  letters  will  be  readily  detected  upon 
examination. 

Other  inversions  for  which  it  is  well  to  be  watchful  are  those  of  the  letter  n,  the  cipher, 
the  period,  the  comma  and  the  colon. 

The  spacing  of  the  punctuation  requires  some  care.  Notice  that  the  comma  follows 
immediately  the  preceding  word,  but  is  separated  by  a  -light  space  from  the  word  that 
follows;  that  the  semicolon  and  colon  stand  a  little  way  off  from  the  preceding  word;  that 
the  period  is  followed  by  a  considerably  greater  space  than  the  other  points. 

Type  is  set  either  "solid,"  that  is,  without  spacing  between  the  line-.  or  "leaded."  that 
is,  with  the  lines  separated  by  thin  strips  of  type-metal,  known  as  "lead-."  When  but 
one  "lead"  is  used  between  each  pair  of  lines,  the  type  i-  >aid  to  be  "single-leaded": 
when  two  "leads"  are  used,  the  type  is  said  to  be  "double-leaded."  Errors  in  lead- 
ing are  of  two  kinds:  1,  omitting  leads;  and  2,  inserting  them  where  they  are  not 
needed. 

Words  may  be  carried  up  or  down,  to  the  right  or  left,  by  means  of  bracket-  placed 
about  the  words  and  repeated  in  the  margin.  The  significance  of  the  brackets  is  as 
follows:  ]  means  "carry  to  the  right;"  [  means  "carry  to  the  left:"  —  mean-  "move 
up;"  • — >  means  "move  down." 

Corrections  are  made  in  the  margin  nearest  which  they  occur.  If  the  corrections  are 
numerous,  it  is  well  to  draw  lines  from  the  marks  in  the  type  to  those  in  the  margin. 

The  accompanying  tables  of  proof-readers'  marks  and  abbreviations  will  show  the 
marks  that  are  used  to  indicate  the  errors  on  the  proof  sheets. 

We  also  present  a  copy  of  a  corrected  proof  sheet  of  an  advertisement.  With  this 
is  the  advertisement  as  it  appears  after  correction.  A  careful  comparison  of  the  errors 
made  in  the  proof  and  the  marks  indicating  the  errors  and  the  corrections  with  this  cor- 
rected copy  will  explain  all  there  is  about  proof-reading  with  very  few  exceptions. 

We  will  briefly  glance  over  some  of  the  errors  shown  in  the' proof.  In  "Faultless" 
and  Fitting"  letters  are  omitted.  The  error  of  omission  is  always  indicated  by  a  caret 


HOW  TO  READ  AND  MARK  PROOF 


433 


at  the  place  of  omission;  the  letter,  word,  or  character  omitted  is  placed  in  the  margin,  in 
this  case,  the  letters  u  and  t. 

In  Fall  the  last  H 1 "  is  of  a  slightly  different  style  of  type.  The  proper  way  to  indicate 
that  a  letter  or  other  character  is  wrong  is  to  draw  a  stroke  or  line  through  it.  In  this  case 
the  abbreviation  "\v.f."  is  used  in  the  margin  to  indicate  that  it  is  the  wrong  style  of  letter. 
If  there  had  been  >ome  other  letter  UMM!  instead  of  "1"  it  would  have  been  marked  the 
same  way  in  the  tyjH-,  but  the  correct  letter  to  be  used  would  be  noted  in  the  margin. 


-"-*  Faultless 
*|  Filing 
•*•/$  Fall  Footwear 


7\ 

tf* 


If  a  womans  shoes  look  well  he"X 
,/  A  ><L 

'rect  will  look  welLbut  a  handsom    • 

'toot  counts  for  nothing  in  an  illfittin*^ 

/  ^\     >»A 

shoe.    It's2lhe  fit  of  a  shoe  that  pro* 

d*tes  foot  beauty  and  com  fort  .Pin 
v  our  Fall  selections  of  Peerless  Shoes 
'every  size  and  width  possible  to  procure  are  shown  in  all  the  new 

styles.^ 

^—  It's  so  easy  to  get  a  proper  fitting  shoe  at  our  store  because  our 

expert  Salesmen   have- such  a    large vnumber  of Ylifferent^sizes  "and 


•&.< 


s* 
•*<* 


r 

widths  tod  raw  from. 

T>  _/~\^l  Goodyear  Welts  and  Hand  Burned  Soles. 

Qp     S  H  o  e 

f      \xr  15 

*°r  ** oinen       AS  stylish  as  any  $3.5 O  shoe^ 

JoHn    SMITH    01    CO. 

L  363  Main  Street  PHONE;  MAIN  5632 

Bos^ton,   Mass. 


All  Leathers— Vici  Kid  — Patent*  Kid     Gun 
Metal  Calf— Velours  Calf,  etc. 
ipy\pifferenj!>  Styles. 


Note  the  ends  of  the  lines  opposite  the  cut.  Note  the  letters,  r,  e  and  g  that  have  fallen 
below  the  regular  line.  Note  also  f  at  the  beginning  of  the  second  line.  The  correction 
to  this  fault  is  simple  and  easily  remembered. 

A  little  further  down,  in  the  fourth  line  counting  from  the  top  of  the  small-type  matter 
there  is  a  space  that  is  held  up  so  that  the  end  prints  two  little  black  squares.  A  stroke 
is  drawn  through  this  as  an  indication  that  it  should  not  be  there.  In  the  margin  the 
sign  for  "push  down  space"  is  used. 

Note  the  sign  after  the  word  comfort.     That  sign  indicates,  when  a  ^  mark  stands 


434 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


opposite  in  the  margin,  that  a  new  paragraph  is  to  start  with  the  matter  following.    The 
sign  for  no  paragraph,  or  "run  in,"  is  shown  a  little  further  down. 

In  the  word  "Peerless"  there  is  an  example  of  how  letters  are  sometimes  transposed 
by  the  compositor.  The  manner  of  correcting  that  is  shown.  Further  down  the  same 
method  of  correction  is  applied  to  the  words  "snappy"  and  "different." 


Faultless 

Fitting 

Fall  Footwear 


v  If  a  woman's  shoes  look  well  her- 
feet  wj.l  look  well,  but  a  handsome 
foot  counts  for  nothing  in  an  ill-fitting 
shoe.  It's  the  fit  of  a  shoe  that  pro- 
duces foot  beauty  and  comfort. 

In  our  Fall  selections  of  Peerless 
Shoes  every  size  and  width  possible  lo  procure  are  shown  in  all  the 
new  styles  It's  so  easy  to  get  a  proper  fitting  shoe  at  our  store  because 
our  expert  salesmen  have  such  a  large  number  of  different  sizes  and 
widths  to  draw  from. 


Peerless 

$3     Shoe 
forWomen 


Goodyear  Welts  and  Hand  Turned  Soles. 
All  Leathers      Vici  Kid  — Patent,  Kid  —  Gun 

Metal  Calf— Velours  Calf,  etc. 
IS  Different,  Snappy  Styles. 
As  stylish  as  any  $3.  5O  shoe. 


4,  JOHN   SMITH    ca   CO. 

363  Main  Street  PHONE.  MAIN  5632 

a» 

^  Boston,    Mass. 


* 
* 
* 
* 
* 
* 
* 
* 
* 


Note  in  the  list  of  proof-reader's  marks  how  the  different  punctuation  marks  are  indi- 
cated in  the  margin. 

Capital  letters  are  indicated  by  drawing  three  lines  below  the  letters  to  be  capitalized. 
Small  capitals  are  indicated  by  two  lines,  and  italics  by  one  line  used  in  the  same  manner. 
If  the  lines  are  made  wavy  it  indicates  that  heavier  and  blacker  type  faces  than  ordinary 
Roman  are  to  be  used. 

The  greatest  care  should  be  taken  to  see  that  prices  are  printed  correctly  if  loss  is  to 
be  avoided.  After  a  proof  is  corrected  it  should  be  O.K'd  by  the  advertiser  and  signed 
before  returning  to  the  printer. 


HINTS  FOR  THE  PREPARATION  OF  COPY  435 

CHAPTER  LXXII 

THE   GRAMMATICAL  USE   OF  WORDS  AND   SENTENCES 

IN  I'HKI'AUING  copy  for  (lit-  printer  the  advertiser  should  not  assume  that  the  com- 
positor will  rcctil'v  any  mistakes.     In  the  strictest  sense  of  the  word  the  compositor 
has  no  ri<jht  whatever  to  change  any  portion  of  the  copy.     He  is  supposed  to  set  up 
every  word  exactly  a^  it  is  written,  except  where  words  are  unmistakably  misspelled. 

Cut  and  chop  and  rewrite  your  copy  until  it  is  as  you  wish  it  before  you  send  it  to  the 
printer.  Once  in  his  hands  let  the  copy  be  as  complete  and  final  as  it  is  possible  to 
make  it. 

Tvpewritten  copy  is  most  legible  and  therefore  most  desirable,  but  written  copy  is  as 
good  as  any,  no  matter  how  badly  scratched  up  and  interlined,  if  it  is  perfectly  legible. 

NYheii  words  are  eliminated  by  scratching,  do  it  thoroughly,  so  there  will  be  no  ques- 
tion about  it.  Do  not  leave  an  isolated  word  among  a  lot  of  scratched-out  stuff — as  it 
mav  be  overlooked. 

Write  on  one  side  of  the  paper  only,  and  number  the  sheets  consecutively.  If  you 
find  it  necessary  to  eliminate  a  sheet,  renumber  those  that  follow  if  there  are  not  many 
of  them,  but  where  there  are  many  this  can  be  obviated  by  adding  the  number  of  the 
page  eliminated  to  the  one  preceding  it,  making  it  stand  for  the  two  pages. 

If  sheets  are  added  they  may  be  numbered  as  follows:  Supposing  that  after  page  2 
you  wish  to  add  three  pages.  You  simply  number  them  as  2  a,  2  b,  and  2  c. 

Short  paragraphs  in  a  printed  page  make  tempting  reading,  while  solid  type  lines  have 
tlu>  opposite  effect.  In  booklets  and  pamphlets  it  is  always  advisable  to  use  short  para- 
graphs. 

SPELLING 

Follow  the  preferred  spelling  of  Webster's  Dictionary,  it  is  recognized  as  a  standard. 

CAPITALS    ' 

Capitalize  in  the  following  and  similar  cases:  The  title  of  any  office,  society  or  organ- 
ization, when  given  in  full;  as,  "Theodore  Roosevelt,  President  of  the  United  States;" 
"the  Democratic  Party;"  "the  Society  for  the  Prevention  of  Cruelty  to  Animals;"  "the 
Hudson  River  Railroad;"  "Oneida  County,"  etc.  So  with  Cabinet  officers,  secretaries, 
clerks,  etc.  Capitalize  Court;  as,  the  "  Court  of  St.  James." 

But  where  the  titles  are  used  without  the  person's  name,  or  where  a  society  or  organ- 
ization is  informally  mentioned,  set  the  titles  in  lower  case;  as,  "the  governor  signed  the 
bill:"  "the  society  was  successful  in  its  efforts;"  "the  railroad  was  controlled  by  one 
man;"  "the  county  was  an  agricultural  one." 

Capitalize  River,  Bay,  Sound,  Strait,  and  Island  when  preceded  by  their  distinguishing 
names;  as,  "Hudson  River,"  "Long  Island  Sound,"  etc.  But  set  in  lower  case,  if  the 
word  river,  bay,  sound,  etc.,  is  mentioned  without  its  distinguishing  name;  as,  "the  river 
was  swollen;"  "ten  ships  are  in  the  bay,"  etc. 

There  are  some  words  in  which  the  formal  title  is  rarely  used.  To  this  class  belong 
such  words  as,  "the  President,"  "the  King  of  Italy,"  "Congress,"  "the  Legislature," 
"Parliament,"  "the  German  Minister,"  "the  House,"  "the  Senate."  Capitalize  these 
words. 

Capitalize  "State,"  meaning  one  of  the  United  States,  whether  the  word  occurs  alone 
or  with  a  distinguishing  word;  as,  "the  State  of  New  York;"  "the  schools  of  this  State;" 
"the  controversy  between  Church  and  State." 


436  HOW  TO  ADVERTISE  A  RETAIL  STORE 

Capitalize  Government  when  referring  to  the  Government  of  the  United  States,  or 
when  it  is  the  proper  name  of  a  foreign  government;  as,  the  "Russian  Government."  etc. 

Capitalize  the  word  "Church,"  when  it  refers  to  an  entire  sect;  as,  "the  I  nitarian 
Church;"  "the  Methodist  Church,"  etc.  Also  when  it  forms  a  part  of  a  title,  and  cannot 
be  separated  from  it;  as,  "Plymouth  Church:"  "Church  of  the  Pilgrim.-."  etc.  But 
when  reference  is  made  to  some  particular  church  belonging  to  a  sect,  merely  as  a  building, 
set  the  word  "church"  in  lowercase;  as,  "the  Unitarian  church  in  Fourth  Avenue:"  "the 
Methodist  church  in  Seventh  Street." 

Capitalize  the  pronoun  for  the  Deity. 

Capitalize  "Middle  Ages,"  "Thirty  Years'  War,"  "Civil  War."  "Spanish- American 
War,"  "the  Renaissance"  but  spell  out  and  do  not  capitalize  the  centuries;  as,  "the 
twelfth  century." 

Capitalize  "Gospel"  and  "Epistle"  in  these  and  similar  cases:  "Il«-  -poke  of  the 
influence  of  the  Gospel;"  "The  Gosj>el  according  to  Matthew  shows;"  "Paul'-  Kpi-tle 
to  the  Hebrews,"  etc.  But  set  in  lower  case  when  used  thus:  "The  go-|»el  -tateinent 
is;"  "John's  gospel  speaks  more  fully;"  "Paul's  epistles  are  full  of  warning." 

Set  the  words  "biblical"  and  "scriptural"  in  lower  case. 

In  novels,  where  the  words  "sir"  and  "madam"  occur  in  conversation,  set  them  in 
lower  case;  as,  "I  assure  you,  madam,  the  party  was  most  enjoyable;"  "It  is  acknowl- 
edged, sir,  by  all  who  have  seen  it." 

Set  in  caps,  without  spaces  between  the  letter-.   M.D..  D.I).,  LL.D.,  B.A..  .M^ 
Ph.D.,  etc. 

Points  of  the  Compass. — The  words  north,  south,  east,  west,  northeast,  southwe-t. 
etc.,  should  always  be  spelled  out,  and  set  in  lower  ca-e.  except  in  geographical  works 
where  special  instructions  are  given  to  the  contrary.  Hut  when  North.  South.  Ka-t.  and 
West,  mean  any  great  division  of  the  globe,  they  should  IK-  capitali/cd:  a-.  "In  the  Ka-t 
Mohammedanism  is  the  prevailing  religion:"  "Slavery  has  IN-CII  aboli-hed  in  the  South;" 
"The  North  adhered  to  its  principles,  while  the  West."  etc. 

The  Seasons. — Spring,  slimmer,  autumn,  and  winter,  should  always  Ix-  set  in  lower 
case,  except  when  they  are  personified,  as  sometime-  occur-  in  poetry. 

Streets  and  Avenues  to  be  capitalized;   as,  "1  lit  Sixth  Avenue;"  "  H<>  \Yc.t  Twenty- 
fifth  Street;"  "18  Park  Row;"  "9  Astor  Place;"   "14   Maiden    Lane;"     ":5S   I'nion 
Square." 

Wards  and  Districts  should  be  capitalized:  tliu-.  "  Kir-t  District:"  "Tenth  Ward." 
etc.  "New  York  Bay,"  "New  York  Harbor,"  etc. 

Set  the  following  words  thus:  "anybodv.  anyone,  everybodv.  everyone,  somebody, 
someone,  awhile,"  unless  preceded  by  for,  when  it  makes  two  words. 

SMALL  CAPITALS 

Set  the  first  word  of  each  chapter  of  a  work  in  small  caps  (unless  the  chapter  Ix-gins 
with  an  initial  letter,  and  then  in  capitals).  If  a  pro|>er  name  in-gins  a  chapter,  set  the 
entire  name  in  small  caps. 

Set  in  small  caps  A.D.,  B.C.,  A.M.,  P.M.;  thus,  "Columbus  sailed  A.D.  14!H:"  "Tin- 
world  was  destroyed  2348  B.C.;"" At  10  A.M.;"  "6:30  J-.M ." 

ITALICS 

Set  the  title  of  a  newspaper  or  periodical  in  Italic,  except  when  referring  to  its  own 
publication,  then  in  small  caps,  whether  so  marked  in  copy  or  not,  except  in  notes,  where 
set  in  plain  Roman.  Phrases  from  foreign  languages  in  Italic,  but  not  whole  sentences 
or  paragraphs.  Set  names  of  characters  in  plays,  operas,  etc.,  in  Italic. 

QUOTATIONS 

All  books  mentioned  in  the  body  of  a  work  to  be  in  Roman,  quoted;  but  in  footnotes 
to  be  in  Roman  without  quotation  marks.  Transactions  of  societies  to  follow  same 


HINTS  FOR  THE   PREPARATION  OF  COPY  437 

stylo  as  l>ooks.  So  also  names  of  papers  reatl  before  societies.  Do  not  quote  nor  italicize 
name-  of  ships,  horses,  or  coaches. 

Set  name-  of  pla\s.  operas,  etc.,  in  Roman,  quoted. 

NYchstcr's  tor  \\  orcoter's)  Dictionary,  the  Scriptures,  the  Bible,  New  Testament, 
Pharmacopoeia,  Corporation  Manual.  City  Directory,  and  Directory  should  not  be  quoted. 

FltiUBEB 

Enures  should  be  used  as  follows:  1.  Statistical  paragraphs — "The  regiment  musters 
ii-.M)  strong,  500  of  whom  an-  ctlicient,  -J.~>0  well  advanced  in  their  drill,  and  the  remaining 
170  are  comparatively  new  recruits."  ^.  Dates  should  be  put  in  figures;  as,  "On  March 
15,  1871,  the  Virginia,  from  Liverpool,  arrived  in  New  York  with  70  cabin  and  250  steerage 
passengers."  :\.  Sums  of  money  should  be  in  figures  always,  excepting  when  cents  are 
mentioned  alone,  then  sjH-11  out,  as  twelve  cents  per  yard.  4.  In  boundaries  of  land  and 
in  dimensions  of  any  article:  thus,  "The  bo\  measured  6  feet  in  length,  3  feet  in  width, 
and  I  feet  in  depth."  5.  When  comparisons  are  made,  and  averages  and  percentages 
occur,  set  in  figures,  (i.  Never  commence  a  paragraph  with  figures.  7.  In  ordinary 
figures  spell  out  up  to  !)!).  8.  In  indefinite  numbers  where  the  words  over,  under,  above, 
more  than,  less  than,  nearly,  etc.,  or  where  copv  says  a  thousand,  a  million,  etc.,  spell  out. 

Metric  Figures. — Always  use  figures  in  the  metric  system.  Also  use  the  following 
abbreviations:  Igm.;  6mm.;  8ctm.;  lOc.c;  5c.m.;  15ctgr.;  IGdcgr.;  19c.mm;  Urn.; 
l-Smilligr. 

SPELLING  Our 

Spell  out  the  names  of  months,  and  always  in  this  style:  March  28,  1879,  not  28th 
March,  1879. 

Spell  out  the  time  of  day  when  the  word  o'clock  is  used,  as,  "  nine  o'clock  in  the 
morning." 

Spell  out  ages.  Never  use  set.  or  setat.;  say  either  "twenty-seven  years  of  age,"  or 
"aged  twenty-seven." 

Spell  out  percentages;  thus,  "twenty  per  cent.;"  "four  and  a  half  percent."  Ex- 
ce/>tionx:  "3.65  per  cent."  "7  3-10  per  cent." 

Spell  out  "reverend"  when  it  comes  before  gentleman;  thus,  "The  reverend  gen- 
tleman then  left." 

Spell  out  all  titles;  as,  "  lieutenant  colonel,"  etc. 

Spell  out  New  York  when  it  refers  to  the  city;  thus,  "No.  37  Broadway,  New  York," 
or,  "  New  York  City." 

Spell  out  the  names  of  streets  up  to  ninety-nine;  thus,  "150  East  Ninety-ninth  Street;" 
"  160  East  110th  Street." 

Abbreviate  the  State  when  preceded  by  the  name  of  a  locality  or  county;  as,  "Geneva, 
N.  Y.:"  "Cincinnati,  O.;"  "Steuben  County,  N.  Y." 

Abbreviate  the  word  figure  when  occurring  thus,  Fig.  24,  but  when  it  says  the  figure 
shown  below,  or  the  accompanying  figure,  spell  it  out. 

PUNCTUATION 

Punctuation  is  the  art  of  dividing  a  literary  composition  into  sentences,  and  parts 
of  sentences,  by  means  of  certain  marks  or  points,  for  the  purpose  of  showing  the  natural 
relation  of  the  words,  and  of  expressing  more  clearly  the  meaning  of  the  writer. 

There  is  some  diversity  in  the  use  of  these  marks,  in  the  practice  of  different  authors; 
yet,  on  the  whole,  thr  difficulty  in  this  respect  is  no  greater  than  in  pronunciation. 

The  following  example  will  illustrate  the  importance  of  correct  punctuation : 

1.      My  name  is  Norval  on  the  Grampian  hills. 
My  father  feeds  his  flock  a  frugal  swain; 
Whose  constant  cares  were  to  increase  his  store. 


438  HOW  TO  ADVERTISE  A  RETAIL  STORE 

2.     My   name  is   Norval.     On   the   Grampian   hills, 
My  father  feeds  his  flock,  a  frugal  swain, 
Whose  constant  cares  were  to  increase  his  store. 

The  points  and  marks  used  in  writing  and  printing  are: 

(,)  The  Comma  is  used  to  mark  the  smallest  division  of  a  senten-  < 

(;)  The  Semicolon  is  used  to  separate  the  parts  of  a  compound  sentence  which  are  not 
so  closely  connected  as  those  separated  by  a  comma. 

(:)  The  Colon  is  used  to  separate  the  parts  of  a  compound  sentcn< •<•  which  an-  not 
so  closely  connected  as  those  separated  by  a  semicolon;  it  is  generally  placed  after  a 
clause  complete  in  itself. 

(.)  The  Period  is  used  to  mark  an  entire  and  independent  sentence.  whether  simple  or 
compound. 

(?)  The  Note  of  Interrogation  is  used  to  denote  that  a  question  is  asked. 

(!)  The  Note  of  Exclamation  is  used  to  denote  some  strong  emotion  of  joy.  wonder.  etc. 

(  )  The  Parentheses  are  used  to  distinguish  an  explanatory  phrase  or  clause,  inserted 
between  the  parts  of  a  sentence. 

( — )  The  Dash  is  used  to  denote  a  change  in  the  subject  or  sentiment. 

(')  The  Apostrophe  is  used  to  denote  the  possessive  case,  or  the  elision  of  one  or 
more  letters  of  a  word. 

("  ")  The  marks  of  Quotation  are  used  to  indicate  that  the  words  or  passage,  included 
by  them,  are  quoted  from  some  other  book  or  writing. 

(-)  The  Hyphen  is  used  to  connect  the  parts  of  a  compound  word,  or  to  divide  a  word 
into  syllables.  When  placed  at  the  end  of  a  line,  it  shows  that  a  part  of  the  word  is  placed 
at  the  beginning  of  the  next  line. 

LEADERS 
Put  no  comma  just  before  the  leader;  as, 

Thomas  Smith,  New  York 5 

not  Thomas  Smith,  New  York, 30 

Chapter  XX 448 

And  in  spacing  out  a  leader  line,  never  use  full  points  in  leader  matter,  unles-  in  CMC! 
of  abbreviation;  but  if  in  spacing  out  the  line  it  takes  anything  less  than  an  en  leader,  put 
the  required  space  immediately  l>efore  the  first  leader. 
In  ellipses  always  use  periods  instead  of  asterisks. 
If  points  are  used  instead  of  leaders,  use  the  comma;   as, 

Thomas  Smith,  New  York,    .  .... 

John  Brown,  Philadelphia,         . 
James  Young,  Boston,  .... 

In  blank  forms,  or  in  law  work,  where  the  leaders  are  used  for  omitted  words,  punc- 
tuate and  space  precisely  in  the  same  way,  as  if  the  leaders  were  the  omitted  words:  a-. 

New  York,  the day  of ,  190.  .     This  is  to  certify  that 

of ,  is  indebted  to ,  of 

* 

DATE  LINES 

Set  in  small  caps,  with  initials,  and  in  smaller  type,  omitting  the  th  or  d  after  the  day 
of  the  month  where  the  year  follows;  as, 

NEW  YORK,  February  6,  1907. 
or  136  WEST  TWENTY-THIRD  STREET, 

NEW  YORK,  February  6th. 

Set  dates  to  letters  to  the  Editor  at  the  bottom  in  small  caps. 
Set  Quaker  dates  thus:   "Second  day,  Fifth  month,  13th." 
Use  1907-08,  not  1907-'08  or  1907-8. 


HINTS  FOR  THE  PREPARATION  OF  COPY  439 

Where  '07  is  written  in  copy  supply  the  19  always,  except  when  applied  to  college 
^M--:    as,  "Class  of  '07." 
Where  date  lines  or  address  come  at  end  of  Preface,  etc.,  set  in  type  one  size  smaller 
than  the  text  above  it. 

NK\V  t'sE  OF  THE  I>A>H   IN  ADVERTISEMENT  WRITING 

The  dash  is  being  more  frequently  used  in  advertisement  writing  than  any  other  mark. 
It  i*  ux'd  instead  of  a  comma,  ami  xnnetiines  displaces  a  period. 

•'These  goods  and  pricrs  <hould  make  business  hum  on  Saturday. 
This  month  of  August  we  nrv  making  a  general  clean-up  of  our  stock  pre- 
paratory to  showing  the  new  fall  goods.  In  the  ordinary  way  these  prices 
would  l>e  ruinous.  Every  stock  in  this  store  must  be  clean,  fresh,  and  orderly 
and  hence  the>e  >jM-eials  for  Saturday." 

The  above  is  the  ordinary  way  of  rendering  ;vnote  the  difference  in  the  following: 

"These  goods  and  prices  should  make  business  hum  on  Saturday — 
This  month  of  Augu>t  we  are  making  a  general  clean-up  of  our  stock — 
preparatory  to  >howing  the  new  fall  goods — In  the  ordinary  way  these  prices 
would  be  ruinous — Even-  stock  in  this  store  must  be  clean,  fresh,  and 
orderly — hence  these  prices  for  Saturday." 

COMPOUNDING 

Compound  Nouns. — When  two  nouns  are  u^ed  to  represent  one  thing,  article,  or 
subject,  they  should  be  compounded;  as,  wife-murder,  death-blow,  brain-labor,  sand- 
bank, head-dress.  The  dictionary  should  be  followed  in  all  other  compound  words. 
Never  compound  words  ending  in  ly. 

Adjectives  composed  of  two  or  more  words  should  be  compounded;  as,  union- 
loving,  water-proof,  well-meaning,  far-seeing,  long-continued,  ever-memorable,  never- 
to-be-forgotten,  etc. 

DIVISIONS 

Divide  words  according  to  Webster.  Never  exceed  three  divisions  in  succession. 
The  fewer  divisions  the  better,  especially  small  ones,  if  it  does  not  spoil  the  uniformity 
of  the  spacing.  When  possible,  divide  compound  words  at  the  division  of  the  two  words 
only.  Do  not  turn  over  "ed"  unless  it  is  sounded  as  a  distinct  syllable.  Never  turn 
over  a  syllable  or  two  letter  word  at  end  of  paragraph — except  in  narrow  measure. 

SENTENCES 

A  sentence  is  a  collection  of  words  arranged  in  such  a  manner  as  to  express  a  com- 
plete thought. 

Sentences  are  of  three  kinds: — Simple,  Complex  and  Compound. 

When  a  sentence  contains  only  one  subject  and  one  finite  verb,  it  is  said  to  be  a  simple 
sentence. 

Example — "Our  new  stock  has  arrived. 

When  a  sentence  contains  not  only  a  complete  subject  and  its  verb,  but  also  other 
dependent  or  subordinate  clauses  which  have  subjects  and  verbs  of  their  own,  the  sentence 
is  said  to  be  complex. 

Example — "We  announced  that  our  new  stock  had  arrived." 

When  a  sentence  consists  of  two  or  more  complete  and  independent  sentences  con- 
nected by  a  co-ordinative  conjunction,  it  is  said  to  be  a  compound  sentence. 

Example — "Our  new  stock  has  arrived  and  it  is  now  "on  sale." 

A  sentence  must  be  lucid  in  order  and  logical  in  sequence.  The  following  is  neither 
lucid  nor  logical:  "The  beaux  of  that  day  painted  their  faces  as  well  as  the  women." 
The  way  the  sentence  reads,  it  means,  the  beaux  painted  their  faces  as  perfectly  as  the 


440  HOW  TO  ADVERTISE  A  RETAIL  STORE 

women  painted  theirs.  The  author  meant  to  convey  the  idea  that  the  beaux  painted 
their  faces  and  the  women  painted  theirs,  too.  Examples  of  this  loosen* •—  of  composition 
are  seen  every  day.  Avoid  it  by  criticising  your  work  severely. 

ALLITERATION* 

Alliteration  is  the  beginning  of  several  successive  words  in  a  sentence  with  the  same 
letter  or  sound.  Thus: 

Apt  alliteration's  artful  aid. 

Jaunty  gentlemen  generally  joke  joyously. 

Trials  and  troubles  turn  with  time  and  tide. 

Wisdom  wages  war  with  willful  wickedness. 

Alliteration  in  a  headline  or  catch-line  is  sometimes  very  effective,  but  it  should  never 
be  used  throughout  the  whole  advertisement.  As  an  example  of  idiocy  that  kind  of  an 
advertisement  is  a  success,  but  it  will  never  sell  goods. 

GRAMMA  it 

An  advertisement  writer  should  use  as  good  language  in  hi-  advertisements  as  author- 
do  in  their  literary  productions.  It  is  our  purjx>s<  to  point  out  a  few  of  the  error-  that 
sometimes  creep  into  the  advertisements  of  our  merchant-. 

Errors  of  comparison  are  frequent.  An  object  can  only  b<  compared  u  itli  -ome  other 
object,  or  wit^i  itself  in  some  other  state,  or  at  some  other  |>eriod  of  time.  Tim-:  "Tlii- 
shoe  is  better  than  any  shoe  in  the  city  at  the  price."  Tin-  sentence  compare-  the  -hoc 
with  itself,  which  is  incorrect.  "Other"  should  be  inserted  after  "any"  to  make  it  read 
correctly. 

Be  careful  in  your  use  of  "who,"  "which,"  and  "that."     Don't  11-4-  one  for  the  other. 

Be  sure  that  your  verb  agrees  with  your  substantive.  "Their  |x-<-nliar  haunt,  are  the 
deep  gorges  of  the  mountains."  Here  we  have  a  singular  noun  "haunt"  and  a  plural 
verb  "are"  which  is  a  gross  error.  Substitute  "is"  for  "are." 

Never  use  the  plural  pronouns  "these"  and  "those"  before  the  singular  nouns  "kind  " 
or  "sort."  We  may  say  "those  kinds"  but  never  "those  kind." 

Many  stumble  over  the  smallest  words.     Here  are  a  few  points  in  regard  to  them  : 

"At"  and  "by." — While  these  two  words  indicate  nearness,  "at"  i-  more  specific 
than  "by,"  giving  the  idea  of  customary  or  particular  nearness.  "He  stood  at  the  en- 
trance," would  mean  rhore  than,  "He  stood  by  the  entrance." 

"At"  and  "in." — "At"  is  less  definite  than  "in."  "At"  the  church,  may  mean 
"in"  or  "near"  the  church.  "At"  -hoiild  be  used  before  the  name-  of  small  toun-. 
villages,  etc.  "In"  should  be  used  before  names  of  great  geographical  or  political  divi- 
sions of  the  globe,  countries  and  large  cities. 

"In,"  "at"  and  "on." — When  these  words  denote  time  we  may  say,  "At  the  hour 
of  12,  on  the  24th  of  Sept.,  in  the  year  1902." 

"Shall"  and  "will"  are  two  little  words  that  cause  a  great  deal  of  trouble  to  many 
writers  and  speakers.  The  following  rules  will  help  you: 

When  the  action  spoken  of  depends  upon  the  will  of  the  speaker,  "will"  i-  n-ed  in 
the  first  person  and  "shall"  in  the  second  and  third. 

When  you  give  a  command  or  make  a  promise  or  threat,  "shall"  should  be  u>e<l. 

When  the  action  spoken  of  depends  on  the  volition  of  the  person  to  whom  we  -peak. 
then  "will"  should  be  used  in  the  second  and  third  person. 

SYNONYMS 

Synonyms  are  words  having  the  same  or  similar  meaning.  Take  the  word  "bind:" 
the  synonyms  are  "tie,"  "fasten,"  "unite,"  "join." 

Owing  to  the  composite  character  of  the  English  Language,  many  words  have  similar 
meanings — very  few  are  strictly  synonymous — and  much  of  the  beauty  and  power  of 
composition  lies  in  the  proper  use  and  application  of  such  words. 


HINTS   FOR  THE   PREPARATION   OF  COPY  441 

Take  tlir  words  just  given,  while  they  are  of  the  same  or  similar  meaning,  they  have 
their  peculiar  use  and  application.  Thus, 

\\e  "hind"  a  bundle. 

We  "tit1"  a  knot. 

We  "  fasten"  a  gate. 

We  "unite"  our  endeavors. 

We  "join  "  our  hand". 

Teamed,  tantali/.ed.  vexed,  harassed,  and  tormented,  all  have  similar  meanings  but 
have  their  appropriate  applications.  Thus.  "On  our  journey  we  were  teased  by  many 
unpleasant  trifles,  tantalixed  by  delusive  appearance-*,  \exed  by  careless  servants,  harassed 
bv  the  importunities  of  beggars,  and  tormented  by  more  serious  evils."  These  examples 
\\ill  serve  to  ->liow  you  how  careful  you  should  be  in  selecting  your  words  in  writing  your 
advertisement-. 

Antonym-  are  words  of  opposite  meaning,  ax,  "continue — stop";  "carry — drop"; 
"insist  abandon." 

RHETORIC 

Long  .sentences  are  to  be  avoided  us  they  are  le--  easily  understood  than  short  ones. 
On  the  other  hand  avoid  being  >,>  brief  as  to  be  obscure. 

1  )on't  mix  your  metaphors.  This  is  a  failing  that  many  writers  have;  especially  those 
who  are  given  to  writing  in  a  grand  and  soaring  style.  Here  are  two  examples  of 
mixed  metaphors: 

"This  world  with  all  its  trials  is  the  furnace  through  which  the  soul  must  pass  and  be 
develo|>ed  In-fore  it  is  ri|H-  for  the  next  world."  (Does  passing  through  a  furnace  develop 
or  ri|>en  a  soul  or  anything  el.se!-) 

"The  very  recognition  of  these  or  any  of  them  by  the  jurisprudence  of  a  nation  is  a 
mortal  wound  to  the  very  keystone  upon  which  the  whole  vast  arch  of  morality  reposes." 
(A  keystone  dying  of  a  wound.) 

A  climax,  in  rhetoric,  means  an  ascending  scale;  and  an  anti-climax  is  where  the 
writer,  instead  of  mounting,  drops.  In  writing  your  advertisements  avoid  the  anti- 
climax— ahvavs  when  making  your  statements  emphatic  and  forceful,  use  the  climax. 

A  worthy  retired  shopkeej>er  of  Boston,  is  said  to  have  been  persuaded  by  a  friend 
to  read  the  plays  of  Shakespeare.  Meeting  him  some  time  after,  the  friend  inquired  how 
he  had  liked  them.  "Sir,"  was  the  answer,  "they  are  grand,  they  are  splendid;  there 
are  not  twelve  men,  sir,  in  Boston  who  could  have  written  those  plays."  A  woeful  anti- 
climax verilv.  when  one  expects  "I  did  not  deem  man's  genius  capable  of  such  master- 
pieces"— or  something  to  that  effect. 

PLAIN  LANGUAGE 

Your  advertisement  must  be  better  in  all  its  details  than  that  of  your  competitor, 
and  when  we  say  better  we  have  reference  to  choice  language,  clear  thoughts,  and  truth- 
fulness. Big  words,  hard  to  pronounce,  are  faults  to  be  avoided.  Exaggerated  and 
bombastic  language  that  appeals  only  to  the  lowest  emotions  should  never  find  a  place  in 
a  production  designed  to  solicit  trade.  Choice  quotations  appropriate  to  your  theme 
may  often  be  used  to  great  advantage.  They  attract  attention,  and  will  be  read. 

The  language  used  should  be  plain  and  simple;  big  words  often  mar  or  destroy  the 
effect.  Words  are  not  ideas,  but  signs  of  ideas.  Readers  glance  over  words  to  gather 
the  images  they  represent.  Should  the  words  describe  in  detail  a  garment,  a  mere  glance 
over  the  words  should  give  the  reader  an  image  of  the  garment  described.  The  words 
should  be  fittingly  used  to  produce  a  symmetrical  whole.  A  clear  harmonious  picture 
of  the  thing  advertised  is  wanted;  not  a  disjointed,  blurred  picture.  Simple  words  yield 
their  contained  ideas  without  effort,  and  hence  do  not  weary  nor  disgust  the  reader. 
Words  should  not  be  used  out  of  their  accepted  usage,  for  then  the  reader  is  left  to  guess 
what  was  intended,  and  guessing  at  the  meaning  of  an. advertisement  is  fatal  to  it. 


442  HOW  TO  ADVERTISE  A  RETAIL  STORE 

The  language  of  an  advertisement  is  intended  to  convey  to  the  reader  the  advertisers' 
thoughts  that  have  reference  to  the  kind  of  matter  presented.  The  words  used  are  step- 
ping-stones to  a  realization  of  the  thoughts  expressed,  or  the  signs  of  the  ideas  that  are 
combined  to  form  the  general  notion  comprehended  in  the  thought.  If  we  regard  words 
as  the  wings  that  convey  the  ideas  home  to  the  recipient  minds  of  the  reader,  the  impor- 
tance of  selecting  the  right  words  becomes  apparent.  The  attempt  to  dignify  little  and 
commonplace  thoughts  by  the  use  of  big  words  produces  a  grotesqueness  as  abominable 
as  it  is  contemptible. 

EXAGGERATION- 

"Common  sense  isn't  as  common  as  its  name  implies.     Otherwise 
everybody  would  select  Scholle's  Furniture." 

So  read  an  advertisement  that  appeared  in  the  Illinois  Central  cars.  It  is  an  example 
of  the  exaggerated  style  of  advertisement  which  defeats  its  own  end,  by  making  a  state- 
ment which  is  untrue  and  absurd.  If  it  means  anything  at  all,  it  means  that  the  furniture 
advertised  by  Scholle  is  so  superior  to  all  other  makes  that  no  one  possessing  common 
sense  would  buy  any  other;  and  per  contra,  anyone  who  buys  any  other  has  no  SCUM-. 
We  do  not  know  anything  about  Mr.  Scholle  or  his  goods,  but  \\  e  venture  to  say  that  when 
he  is  talking  directly  to  his  customers  he  does  not  indulge  in  such  nonsense  as  he  u>< •-  in 
his  advertisements. 

This  is  one  of  the  curious  features  of  current  advertising.  Sensible  people  make  claims 
in  black  and  white  which  they  would  be  ashamed  to  make  verbally.  The  man  who 
would  meet  all  comers  with  such  words  as  "My  wagons  are  the  best  on  earth,"  or  "  My 
engines  are  superior  to  all  others,  without  exception,"  or  "Nobody  sells  at  such  low 
prices  as  I  do,"  would  be  set  down  as  a  fool.  Yet  this  sort  of  transparent  braggadocio  is 
common  in  newspaper  and  magazine  advertisements,  posters,  circulars  and  every  other 
kind  of  printed  advertising  matter. 

This  is  one  result  of  the  false  notion  that  an  advertisement  to  be  effective,  must  make 
startling  claims  or  it  will  pass  unnoticed.  The  truth  lies  in  the  opposite  direction.  A 
startling  claim  will  be  the  more  likely  to  be  disbelieved  precisely  in  proportion  to  its  >tarl- 
lingness;  and  nothing  in  an  advertisement  can  be  more  expressive  than  a  simple  state- 
ment of  truth.  Ruskin  once  said  that  one  of  the  most  difficult  things  to  do  is  to  tell  the 
truth  about  anything,  but  in  writing  advertisements  it  will  surely  pay  to  make  an  effort 
to  do  so. 

TRUTH  FULN  ESS 

No  point  in  connection  with  advertising  is  more  worthy  of  continual  emphasis  than  the 
necessity  of  being  absolutely  truthful.  Everybody  despises  a  liar.  The  liar  himself 
has  a  healthy  contempt  for  his  class.  Let  the  advertisement  contain  but  one  false  state- 
ment and  the  whole  establishment  is  branded  as  unworthy  of  the  confidence  of  the  public. 
It  may  be  an  apparently  insignificant  lie,  but  the  work  is  done  as  effectively  as  though  it 
was  the  most  impudent  and  brazen  untruth.  People  expect  the  truth  and  nothing  but 
the  truth  about  goods.  If  they  do  not  know  better  than  to  believe  lies  they  will  not  go  far 
before  some  one  will  enlighten  them  to  your  undoing.  Give  prevarication  a  wide  berth 
in  all  your  advertising  efforts.  Educate  people  to  the  belief  that  "if  they  see  it  in  your 
advertisements  it  is  so."  Do  not  §ven  by  inference  give  an  impression  that  cannot  be 
backed  up  by  your  store  and  stock. 

A  man  who  seeks  to  court  favor  through  advertising  can  never  succeed  by  lying  and 
misrepresentations.  He  must  be  truthful  and  honest  with  the  people  if  he  hopes  to  gain 
their  confidence  and  their  custom.  Confidence  is  founded  on  truth  and  veracity,  and  no 
business  methods  lacking  these  elements  can  reach  the  highest  possibilities  of  success. 

One  of  the  worst  styles  of  lying  to  be  met  with  in  advertising  to-day  is  the  half-truth. 
What  is  said  is  true,  but  enough  is  left  unsaid  to  leave  a  false  impression.  Don't  allow 
yourself  to  be  deceived  into  believing  that  this  form  of  lying  is  not  as  harmful  as  a  plain, 
unprovoked  falsehood,  for  it  is. 


MISCELLANEOUS    INFORMATION  443 

CHAPTER   LXXIII 

MISCELLANEOUS  INFORMATION 

IT  IS  not  our  intention  in  this  chapter  to  go  very  deeply  into  the  different  subjects  men- 
tioned.    It  would  require  ;i  large-sized  book  in  itself  to  do  so.     We  merely  give 
here  such  brief  information  as  we  think  the  advertiser  will  find  useful.     In  some 
cases  this  information  is  given  in  the  shape  of  a  table,  in  others  merely  as  a  paragraph. 

PRINT  PAPER 

Print  paper  is  made  entirely  from  wood  pulp,  which  is  ordinarily  treated  by  the  sul- 
phite process.  Jn  the  average  newspaper,  the  sulphite  fiber  and  ground  wood  filler  are 
found  in  the  proportion  of  one  to  three.  Newspaper  is  of  one  color;  poster  paper  of 
numerous  tints.  These  are  the  two  uses  to  which  print  paper  is  put. 

The  usual  sizes  are  24  x  36,  25  x  38,  28  x  42  and  32  x  44  inches.  The  weight  varies 
from  25  to  100  pounds.  Other,  but  less  common,  sizes  are  22  x  30,  24  x  35,  26  x  40, 
30  x  44,  :5G  x  48. 

BOOK  PAPER 

Book  paper  in  the  cheaper  grades  is  made  of  wood  pulp;  in  the  better  grades  there  is 
an  increasing  proportion  of  rags.  As  its  name  implies,  it  is  used  in  printing  books.  It 
is  made  in  white  and  tints.  The  following  terms  are  usually  employed  in  describing 
the  different  grades : 

"S.  &  C."  shows  that  the  paper  has  been  "sized"  and  "calendered."  "Sizing"  is  a 
vegetable,  resinous  substance,  which  is  mixed  with  the  wood  pulp  to  render  the  paper 
impervious  to  ink.  In  cheaper  grades  clay  is  used,  in  writing  and  more  expensive  papers, 
gelatine.  "Calendering"  is  ironing.  The  paper  passes  rapidly  through  cylinders  in 
contact,  heated  inside  by  steam. 

"S.  &  S.  C."  shows  that  paper  has  been  "sized"  and  "super-calendered,"  a  separate 
process  being  employed  to  give  it  an  especially  high  and  glossy  finish. 

"Enameled"  paper  is  coated  on  both  sides  with  China  clay  and  glue.  This  coating 
covers  the  body,  fills  up  the  pores  and  gives  it  a  high,  glossy  finish. 

"Antique"  finish  is  one  where  the  calendering  has  been  omitted. 

The  usual  sizes  are  24x36,  25x38,  28x42  and  32x44.  Two  sizes  36x48  and 
38  x  50  are  also  found  in  use,  these  being  twice  24  x  36  and  25  x  38.  Weights  range  from 
35  to  140  pounds. 

COVER  PAPER 

Cover  paper  comes  in  all  grades  and  materials  and  in  every  conceivable  tint.  Com- 
mon cover  paper  is  simply  colored  book  with  the  same  finish.  It  may  have  a  cloth,  manila, 
or  plain  back,  an  antique,  enameled  or  leatheret  finish,  etc.  The  regular  sizes  are  three: 
20  x  25, weight  20  to  100  pounds;  22^  x  28i,  20  to  120  pounds;  23  by  324-,  45  to  75.  There 
are  also  other  sizes,  viz.,  25  x  40,  22 "x  34,  22  x  28,  24  x  36,  18J  x  28,  18  x  28  and  25  x  28. 

^  WRITING  PAPER 

The  cheaper  grades  of  writing  paper  have  a  large  percentage  of  wood  pulp;  the  better 
grades  having  a  large  percentage  of  cotton  rags.  In  fine  linen  and  bond  papers,  linen  rags 
are  used  exclusively.  Linen  is  usually  lighter  than  bond,  which  has  a  hard  and  flinty 
surface.  Writing  papers  are  thoroughly  and  highly  sized.  Ledger  paper  is  linen  paper 
of  high  grade  with  a  heavy  finish. 

The  usual  sizes  are  17  x  22, 19  x  24  and  17  x  28.  Others  are  18  x  23,  16  x  21,  21  x  32, 
22  x  34,  24  x  38  and  28  x  34.  The  weight  varies  from  14  to  56  pounds. 


444  HOW   TO   ADVERTISE   A   RETAIL   STORE 


CORRECT  SIZES  OF  FLAT  WRITIM.  PA  HERS 

Flat  Letter 10  x  16 

Flat  Packet  or  Packet  Post 12x1!) 

Flat  Foolscap  or  Small  Cap 13x19 

Flat  Cap ..14x17 

Crown  or  Crown  Cap 15x19 

Double  Letter Hi  x  20 

Demy Hi  \  21 

Folio  Post  or  Folio 17  x  22 

Double  Folio 22  \  :U 

Double  Cap 1 7  x  2S 

Small  Double  Cap Hi  x  2«i 

Royal  or  Packet  Folio 1  '.>  \  -,H 

Super  Royal 2«i  \  2S 

Double  Demy,  narrow Hi  \  12 

Double  Demy,  broad J  I  \  :>x.' 

Elephant 23  x  28 

Medium 10  x  23 

Imperial >,' 

Double  Medium,  narrow IS  x  K» 

Double  Medium,  broad .' 

Double  Royal •_'  l  x  :;s 

Double  Elephant J7  \  HI 

Columbier ->3  x  31 

Atlas _« 

Antiquarian 31  x  53 


Cardboard 22  \  -,'S 

SIZES  OF  RULED  PAIM.K 

Inclu  -  Sheet 

Commercial  Note  Heads 5$  x    8£  £  Folio 

Hotel  Note  Heads 5ij  x  11 "  £  Folio 

Packet  Note  Heads 5J  x    9  i   Mi-dium 

Royal  Packet  Note  Heads.  . 6    x    9}  1   Royal 

Demy  Letter  Heads 8    x  10$  J  Dciuy 

Folio  Letter  Heads s  A  x  11 "  \  Folio* 

Memorandum  Heads V<  x    8^  J  Folio 

Bill  Heads— Sixes si  x    4§  ^  Cap 

3000  to  Ream. 
Bill  Heads— Quarters 8i  x    7  ±  Cap 

2000  to  Ream. 
Bill  Heads— Thirds 8$  x    94  i  D.  Cap 

1500  to  Ream 
Bill  Heads— Halves .' 8§  x  14  *  Can 

1000  to  Ream 

Regular  Statements 5J  x    8£  J  Folio 

Hotel  Statements 5§  x  ll"  $  Folio 

Head  and  Tail  Statements .5^  x    8$  |  Folio 

Gem  Statements 3!  x    54 

Infant  Statements . .  44  x    5i 

Square  Statements 5^  x    54 

Yankee  Statements .  .  s|  x    8i 


M1S(  KI.LAM-XHS    INFORMATION  445 

BRISTOL  BOARD 

Bristol  board,  so  called  from  the  place  of  its  first  manufacture,  is  sheets  of  paper 
pasted  together,  the  ply  and  weight  depending  entirely  upon  the  taste  and  wishes  of  the 
customer.  It  is  naed  for  visiting  and  business  cards.  White  board  is  regularly  22x28, 
the  plv  4.  ;{.  4,  (i.  S,  10  and  1(1,  the  weight  as  high  as  160  pounds.  Other  sizes  used  are 
-,'.-•  I  \  ;:(i|..  is  \  js.  and  18J  x -JS. 

MANILA  PAPER 

Manila  paper  i-  iiM-d  for  wrapping  purposes,  its  basis  being  Manila  butts.  The 
two  u-ual  si /os  are  224  x  28A  and  24  x  36,  and  the  weights  range  from  80  to  200  pounds. 

'Tins  paper  is  also  made  in  numerous  si/es  for  different  uses.  For  instance,  the  shoe 
man  will  have  several  sixes  specially  adapted  for  wrapping  shoes  and  shoe  cartons.  The 
clothier  will  have  sixes  specially  adapted  for  his  purposes.  The  sizes  used  by  the  one 
being  practically  of  no  use  whatever  to  the  other. 

BLOTTING  PAPER 

Blotting  paper  is  made  of  ground  wood-  basswood,  ash,  etc.  Its  mission  is  entirely 
as  an  absorbent.  The  usual  size  is  19  x  24,  the  weights  60  to  140  pounds. 

I)I\II-:N>KIN<  OF  BOOKS 

The  dimensions  of  books  when  they  were  all  printed  upon  the  hand  press  were  very 
well  defined  by  the  terms  folio,  quarto,  etc.  They  were  generally  printed  upon  what  is 
termed  medium  paper  1!»  x  ",' I  inches  in  dimensions.  A  sheet  of  this  size,  folded  once, 
makes  a  folio;  again,  a  quarto;  still  again,  an  octavo;  then,  a  square  16mo;  again, 
.">2mo;  and  so  on  to  (i  lino,  and  even  to  HSmo.  Besides  these  sizes  there  are  two  others 
intermediate,  the  Hmo  and  ISmo.  The  oblong  16mo  was  printed  on  a  different  sheet 
of  paper,  18  x  28  inches  in  dimensions.  'The  different  sizes  of  books,  therefore,  measure 
about  as  follows;  it  being  understood  that  the  sheet  is  printed  on  both  sides,  so  that  a 
folio  has  four  pages  to  a  sheet;  a  quarto,  eight,  etc. 

Inches  Inches 

Folio 19    x  12  16mo  (square) 6    x  4£ 

Quarto 12    x    94         16mo  (oblong) 7    x  4£ 

Octavo »4  x    6  18mo 6§  x  4 

12mo 8x5  32mo. 5    x3 

For  quarto  and  octavo  a  sheet  19  x  24  inches  has  been  found  to  give  the  best  shape, 
but  one  20  x  24  inches  is  the  best  for  duodecimo.  The  18mo  is  discarded  totally,  nowa- 
days, as  it  requires,  after  the  first  side  is  printed,  the  transposition  of  four  pages  to  make 
it  fold  properly,  and  then  leaves  two  insets  to  be  inserted  in  binding. 

In  the  modern  publishing  field  publishers  use  their  own  discretion  regarding  sizes.  If 
it  is  found  that  a  certain  size  is  more  suited  for  a  certain  book,  special  paper  of  a  special 
size  will  be  ordered,  the  dimensions  being  in  that  case  entirely  different  from  the  table 
given. 

FORM  OF  THE  PAGE 

In  determining  the  form  of  a  page  of  an  oblong  shape,  whatever  its  size,  a  certain  pro- 
portion should  always  be  maintained.  The  diagonal  measure  of  a  page  from  the  folio  in 
the  upper  corner  to  the  opposite  lower  corner  should  be  just  twice  the  width  of  the  page.  This 
is  no  arbitrary  technical  rule,  but  is  in  conformity  to  the  law  of  proportion  establishing 
the  line  of  beauty;  it  applies  equally  to  all  objects  of  similar  shape,  and  satisfies  the  eye 
completely.  A  long  brick-shaped  page  or  book  will  not  look  well,  however  nicely  it  may 
be  printed.  When  we  come  to  a  quarto  or  square  page,  the  true  proportion  of  the  diag- 
onal to  the  width  will  be  found  to  be  as  104  :  6J — the  size  of  a  good  shaped  quarto — 
instead  of  2  : 1,  as  in  the  oblong,  or  octavo.  And  this  shape  also  proves  as  satisfactory 
to  the  eye  as  the  former  one.  However  large  or  small  the  page  may  be,  these  proportions 
should  be  maintained  for  a  handsome  book. — Bigelow's  Handbook  of  Punctuation. 


446  HOW  TO  ADVERTISE  A  RETAIL  STORE 


REGULAR  ENVELOPE  SIZES 

COMMERCIAL 
No.3  ................  2U*4f  No.    9  ...............  3i$  x   8J 

No.  4  ____  .............  2£   x  4  No.  10  ...............  4£    x    9£ 

No.  5  .................  3£   x5£  No.  11  ...............  4£    x  Hi. 

No.  6  .................  3£   x6  Xo.  12  ...............  4f    xll 

No  6|  ................  3f   x6£  No.  14  ...............  5      x  ll£ 

No.7  ...........  .....  3|    x6f| 

BARONIAL 
No.  4  .................  3f    x  4H  No.  5  ................  4T33  x  5& 

BANK 

No.  6  .................  4£   x6£  No.  8  ................  5      x  1\ 

No.7  .................  4&X7J 

COIN  —  OPEN  K\i> 
No.3  .................  2*    x4}  No.7  ................  3J    x  5$ 

No.  5  .................  2£   x5} 


DRUG 

No.  1  .................  If    x2|  No.  ;} 

No.  2  .................  2^x3$ 

PAMPHLET 

No.  2  .................  6*   x  10  No.  :? 

PAY 

No.  2 


Envelope  paper  is  made  500  sheets  to  the  ream,  and  standard  si/<-  on  which  40,  50, 
and  60  pounds  (or  X,  XX,  and  XXX,  as  commonly  known  to  the  trade),  is  on  basis  of 
500  sheets  22|  x  30  —  40,  50,  and  60  pounds. 

How  TO  FIGURE  STOCK 

It  is  very  often  a  convenient  thing  for  the  advertiser  to  be  able  to  figure  out  how  many 
sheets  of  a  certain  size  he  can  get  out  of  a  larger  sheet. 

There  will  be  no  need  for  sample  sheets  of  stock  —  no  measuring  and  ruling  off  of 
the  whole  sheet  to  find  how  many  pieces  you  can  get  out  of  it,  once  you  "get  on"  to  the 
multiple  principle  of  figuring  it  out. 

After  a  little  experience,  the  application  of  this  principle  to  meet  various  requiremniN 
will  suggest  itself  as  occasion  arises. 

How  many  5J  x  7-inch  pieces  can  be  got  out  of  a  sheet  22  x  28  inches? 
22    x28 
5^x    7 


4  X   4=16  out,  without  waste- 
How  many  5  x  9-inch  pieces? 

22x28 
5x    9 

4  X  3  =  12  out,  with  1-inch  waste  one  way,  2-inch  \vasU 
the  other  way. 


MISCELLANEOUS    INFORMATION  447 

This  result  is  found  in  the  following  manner:  22  is  divided  by  5A  and  gives  4  as  an 
uneven.  28  is  divided  by  7  and  gives  4  as  an  answer.  This  shows  that  the  stock  can 
he  cut  both  ways  four  times  and  that  the  sheet  22  x  28  will  produce  4X4  pieces  which 
f(|ii;ils  1G.  Sometimes  when  there  is  shown  considerable  waste  it  is  just  possible  that 
l>\  reversing  the  figures  of  the  size  to  be  cut  out  the  stock  can  be  cut  to  better  advantage. 
More  pieces  may  be  obtained  from  the  sheet  or  the  waste  may  be  large  enough  to  utilize 
at  some  other  time.  It  will  be  found  that  a  sheet  22  x  28  will  cut  six  pieces  10  x  7  when 
cut  one  way  of  the  stock  and  eight  when  cut  the  other  way. 

How  large  a  sheet  for  sixteen  U  x  4  inch  pieces? 

3x4 
Multiples  of  16=  4  and  4 

12  x  16-inch  sheet, 
or 

3x4 
Multiples  of  16=  2  and  8 


6  x  32-inch  sheet. 
or 


3x4 

Multiples  of  16=  8  and  2 


24  x     8-inch  sheet. 


NUMBER  OF  "EMS"  IN  A  LINE  OF  TYPE 

A  column  2    inches  wide  contains  12  ems. 

2£       "  13       " 

2J       "  14       " 

"  15       " 


BINDINGS 

As  there  is  likely  to  be  a  wide  difference  in  opinion  as  to  the  meaning  of  the  terms 
quarter  bound,  half  bound,  three-quarter  bound,  full  bound  and  full  bound  extra,  the 
following  definitions  .are  given  as  those  mutually  understood  between  printers  and  binders, 
as  far  as  blank  book  work  is  concerned. 

A  leaf  is  understood  to  be  two  pages,  and  a  sheet  four  pages. 

A  Binder's  Quire  means  twenty  sheets  of  folded  paper  in  a  book,  and  if  paged  con- 
secutively means  eighty  pages  to  the  quire.  An  index  in  front  is  reckoned  one  quire. 

Check  Binding  is  a  book  stitched,  with  light,  straw-board  sides,  covered  with  paper, 
muslin,  or  leather  back,  cut  flush. 

Quarter  Binding  is  a  book  sewed,  with  leather  back,  smooth,  straw-board  sides,  cut 
flush  and  covered  with  paper,  turned  over  the  edges. 

Half  Binding  is  a  book  sewed  or  whip-stitched,  as  the  case  may  be,  smooth  roan 
leather  tight  back,  tar-board  sides,  covered  with  muslin,  turned  in,  and  with  or  without 
leather  corners,  cover  extending  over  the  edges  of  the  book;  finished  and  lettered  on  the 
back  in  gold. 


448  HOW  TO  ADVERTISE  A  RETAIL  STORE 

Three-quarter  Binding  (usually  called  also  half  binding,  which  name  should  never 
be  used  in  this  connection)  is  a  book  with  spring  back,  of  Russia  leather  or  other  equally 
good,  with  raised  bands,  cloth  sides  and  leather  corners,  rounded;  or,  when  required,  a 
full  bound  sheep,  colored  or  uncolored  leather,  in  lieu  of  Russia  back  and  cloth  >ide>; 
finished  and  lettered  on  the  back  in  gold. 

Full  Bound  No.  1,  is  a  book  bound  in  full  sheep,  spring  back,  raised  bands,  with 
Russia  leather  ends  and  bands,  with  the  usual  rolling,  finishing,  and  lettering,  and 
understood  by  stationers  and  printers  as  full  bound  Russia  ends  and  bands. 

Full  Bound  Extra,  is  a  book  with  full  Russia  spring  back,  with  double  raised  bands. 
and  double  Russia  side  finishing,  with  the  usual  extra  finishing  and  lettering,  reeogni/ed 
by  stationers  amd  printers  as  double  extra  Russia  end  and  band  books. 

Bindings  increase  in  price  in  the  following  order:  Paper,  board,  clotli.  skiver,  roan, 
calfskin,  Russia,  turkey  morocco,  levant  morocco.  Parchment,  vellum  and  hog-skin  are 
exceptional  bindings. 


CHAPTER   LXXIY 

TECHNICAL  TERMS 

ADVERTISING. — Advertising   is   influencing   the    minds   of    the  people.       It    is 
making  others  think  as  you  desire.     It  means  utilizing  all   those  forees   which 
produce  impressions  and  crystalize  opinions.      It    is   the   creating  of   pro' 
that  quality  which  causes  others  to  accept  a  statement  without  question.     [Mahin.] 

ADVERTISING  AGENCY. — An  organization  of  men  competent  to  select  suiiaMe  adver- 
tising media,  buy  space,  write  advertisements,  create  ideas  for  illustrations,  prepare  and 
forward  copy  to  publisher,  see  that  same  is  correctly  executed,  collect  from  the  advertiser, 
pay  the  publisher  and  co-operate  with  the  advertiser  in  conceiving,  developing  and  per- 
fecting those  collateral  forms  of  advertising  effort  which  are  necessary  to  make  a  cam- 
paign fully  successful.  The  advertising  agency '>  ><-r\  !<•(•-,  cost  the  advertiser  nothing, 
as  they  are  paid  by  the  publisher  in  the  commission,  or  lower  price  which  is  secured  by  the 
agency.  [Mahin]. 

AGATE. — 5^-point  type.  The  standard  for  measuring  advertising.  Fourteen  lines 
set  solid  make  one  inch.  Note — While  it  is  true  that  there  are  14  lines  of  agate  type  to 
the  inch,  you  will  notice  that  JH-point  tyjK>,  the  tyj>e  that  has  replaced  agate,  is  7?  points 
for  each  14  lines;  14  lines  agate  are  always  charged  for  one  inch,  the  advertiser  getting 
the  advantage. 

ANTIQUE. — A  face  of  type  much  used  in  advertising;  it  is  a  little  heavier  than  Roman, 
and  has  the  cross-ending  stroke  slightly  prominent. 

ASCENDING  LETTERS. — Letters  reaching  upwards;   viz.,  b,  d,  f,  h,  k,  1,  t. 

ARTIST.— Artists  are  engaged  to  design  illustrations  for  advertisements.  They  are 
usually  paid  by  the  hour. 

AUTHOR'S  CORRECTIONS.— The  changes  or  corrections  the  author  makes  in  the  proofs. 
Where  there  are  many  of  these  the  paper  usually  charges  for  making  them.  The  printer 
is  responsible  only  for  incorrect  spelling,  punctuation,  and  typographical  errors. 

AUTHOR'S  PROOF.— The  proof  sent  to  the  writer. 

BAD  COPY.— Manuscript  difficult  to  read.  All  copy  should  be  written  very  carefully, 
proper  names,  technical  terms,  etc.,  especially. 

BASTARD  TITLE— A  short,  secondary  title',  preceding  the  general  title  of  a  work. 

BASTARD  TYPE.— A  type  with  its  face  larger  or  smaller  than  its  body,  as,  a  10-point  face 
on  an  11 -point  body,  or  vice-versa.  Also  used  to  designate  a  tvpe  made  on  other  than 
the  point  system. 


TECHNICAL    TERMS  449 

BI-WEEKLY. — A  paper  issued  every  two  weeks. 

B.  W.— Bi-weeklv. 

Bi-Mox  i  iii.v. — Issued  every  two  months. 

B.  M.- Bi-monthly. 

BLACK  FACE. — Any  type  with  a  full  black  face. 

I.I.-NK  LINK. — The  space  between  two  paragraphs,  the  depth  of  a  line  of  type  in 
which  the  type  is  set. 

BODY. — The  metal  which  supports  the  face  of  the  type. 

BODY  TYPE. — The  type  used  for  reading  matter  in  newspapers,  periodicals  and 
books. 

BOOKLET. — A  small  book  or  pamphlet  having  paper  covers. 

BOOK  I'AI-KK.— The  general  term  given  to  paper  of  various  sizes,  quality  and  finish  to 
ili->liiigiiish  it  from  commoner  grades  used  for  newspapers.  The  standard  size  of  a  sheet 
of  book  paper  is  25  x  U8  inches.  Half  sheets  are  19  x  25  inches. 

B<H,D  F.\<  K  —  A  style  of  type  resembling  Roman,  but  having  shaded  strokes  much 
heavier.  Also  called  "full  face." 

BORDER. — Plain  or  ornamental  lines  around  any  style  of  printed  matter. 

Hi;\>s  Uri.Ks.— Strips  of  brass,  type  high,  printing  straight,  parallel  or  waved  lines 
or  borders.  A  rule  is  often  inverted  to  print  a  heavier  line. 

BREAK  LINE. — A  short  line  at  the  end  of  a  paragraph. 

CATALOGUE. — A  book  or  booklet  containing  descriptions  and  prices  of  goods. 

(   \i's. — Capital  letters. 

CAPTION. — The  title  of  an  illustration  appearing  above,  below  or  at  the  side  of  it. 

CASE. — The  drawer  that  holds  the  type. 

CHASE. — The  metal  frame  in  which  the  page  or  pages  of  type  are  locked,  ready  for 
the  press. 

CATCH  LINE. — A  bold  display  line  intended  to  catch  the  eye. 

CLEAN  PROOF. — A  proof  containing  very  few  errors. 

CLOSE  MATTER. — Type  set  closely  together  with  few  paragraphs,  and  with  neither 
break  lines  nor  leads. 

COLUMN  WIDTH. — The  ordinary  newspaper  column  is  two  and  one-sixth  inches  wide, 
the  magazine  column  two  and  five-eighths  inches.  Columns  may  be  of  any  width  the 
publisher  fancies  but  the  ones  given  are  standard. 

COMPOSING  STICK. — The  mechanical  contrivance  in  which  type  is  set. 

COMPOSITION. — The  setting  of  type  into  words  and  sentences,  and  arranging  them 
into  lines. 

COPY. — The  printer's  term  for  all  manuscripts. 

CUT-IN-LETTER. — The  initial  letter  larger  than  the  body  type,  sometimes  plain,  some- 
times fancy,  used  at  the  beginning  of  an  article  or  chapter. 

CUT. — The  printer's  term  for  all  engravings. 

D.—  Daily. 

DASH. — A  line,  plain  or  ornamental,  between  type  lines. 

DEAD  MATTER. — Type  matter  that  is  not  to  be  used. 

DESCENDING  LETTERS. — Those  that  run  downwards,  as  g,  j,  p,  q,  y. 

DISPLAY. — Words  set  in  larger  type,  than,  or  separated  from,  the  surrounding  matter 
by  spaces  or  rules. 

DISTRIBUTION. — Replacing  type  that  has  been  set  up  into  its  proper  place  in  the  case. 

DOUBLE  COLUMN. — Matter  set  across,  or  in  the  space  of  two  columns. 

DOUBLE  LEADED. — Type  matter  with  two  leads  between  the  lines. 

DUMMY. — A  lay-out  of  an  advertisement,  or  job,  showing  the  exact  size,  general  appear- 
ance and  make-up,  as  it  is  intended  to  be  when  printed. 

DUODECIMO. — Half  a  sheet  of  book  paper  (19  x  25  inches),  folded  into  twelve  leaves 
or  twenty-four  pages,  makes  a  book  called  Duodecimo.  18mo,  18  leaves,  36  pages; 
24mo,  24  leaves,  48  pages. 

E.  D.— Every  day. 


450  HOW  TO  ADVERTISE  A  RETAIL  STORE 

E.  I. — Every  issue. 

ELECTRO. — An  electrotype. 

ELECTROTYPE. — A  duplicate  of  an  engraving,  or  type  matter  made  into  a  solid  body. 
The  surface  of  an  electrotype  is  of  copper. 

EM — The  square  of  the  type  body,  called  "em"  on  the  supposition  that  the  body 
of  the  letter  "m"  in  Roman  type  is  square. 

E.  M. — Every  month. 

E.  O.  D. — Every  other  day. 

E.  O.  I. — Every  other  issue. 

E.  O.  M. — Every  other  month. 

E.  O.  W. — Every  other  week. 

EVEN  PAGE. — The  even  numbered  pages  of  a  book,  such  as,  2,  4,  6,  8,  10,  12,  etc. 

FANCY  LETTERS. — Type  faces  that  are  not  plain  and  sim|>l<-  in  -tyle. 

FORM  LETTERS. — These  are  really  circulars,  used  by  advertisers  to  answer  the  purpose 
of  letters  used  most  frequently  in  a  "follow-up"  system. 

FOREIGN  ADVERTISING. — An  advertisement  from  a  city  other  than  the  one  in  which 
the  paper  is  published.  Usually  applied  to  all  mail  order  and  general  udverti>in;r. 

FLAT  RATE — A  set  price  per  inch  or  line  for  each  insertion,  no  matter  how  many  times 
it  appears  or  how  much  space  is  used. 

FOLIO. — Half  sheet  of  book  paper  (19  x  25  inches)  folded  into  two  Irnvrs  or  four  | 
makes  a  book  called  Folio.     Also  applied  to  running  number  of  pages  in  a  book. 

FOLLOW  COPY. — When  "follow  copy"  is  written  on  the  copy  it  means  that  the  typo 
graphical  style  of  the  copy  must  be  followed  closely. 

FOOT-NOTE. — Printed  matter  at  the  bottom  of  the  page,  usually  set  in  small  tyj»e. 
preceded  by  a  reference  mark,  corresponding  with  a  similar  mark  in  the  text. 

FORM. — A  page  or  number  of  pages  locked  in  tin-  chase,  ready  for  the  press. 

FOUL  PROOF. — A  proof  containing  many  errors. 

FULL  POSITION. — A  position  at  top  of  column,  or  next,  after  reading  matter  in  a 
broken  column. 

F.  F— Full  face.     (See  Bold  Face.) 

GALLEY. — A  movable  tray,  of  metal  or  wood,  on  which  types  are  placed  after  bein^r 
composed. 

GALLEY  PROOF. — The  first  proof,  before  the  matter  is  paged  or  arranged. 

GET  IN. — Set  words  close  together. 

GOTHIC. — A  perfectly  clean-cut  type  face,  without  points,  or  shading,  and  with  all 
the  lines  of  the  same  thickness.  It  may  be  heavy  or  light  faced.  There  are  many  >t\les 
of  gothic,  as  Gothic  Extended,  Gothic  Condensed,  Lining  Gothic,  etc.  Gothic  is  a  face 
much  used  in  setting  advertisements. 

GUARDS. — Slugs,  type-high,  used  to  protect  the  edges  of  the  type  in  stereotyping  and 
electrotyping. 

HEADING. — The  headline  of  an  advertisement. 

HANGING  INDENTION. — The  first  line  of  the  paragraph  beginning  flush  with  the 
column  rule,  and  the  following  lines  set  two  "ems"  or  more  to  the  right,  allowing  a  white 
space,  or  indention,  on  the  left. 

HALF  SHEET. — A  half  sheet  of  "news"  paper  is  usually  the  size  of  one  page  of  a  news- 
paper. 

HALF-TONE. — An  engraving  made  by  photographing  a  photographic  print  or  wash 
drawing  through  a  fine  screen  upon  a  copper  plate  which  is  afterwards  treated  to  an  acid 
bath  which  eats  away  the  surface  of  the  plate  unnecessary  to  reproduce  the  picture. 

HALF-TITLE. — The  title  of  a  book  or  pamphlet,  placed  at  the  upper  portion  of  first  page. 

INSERT. — Pages  bound  in  with  the  regular  pages  of  a  book,  catalogue  or  magazine. 

IMPOSING. — Arranging  the  composed  type  for  the  form. 

INDENTION. — The  space  to  the  left  of  a  line  at  the  beginning  of  a  paragraph.  All  the 
white  space  around  an  advertisement,  between  the  border  and  solid  type  matter. 

IMPRINT. — The  publisher's  or  printer's  name  and  address  on  a  job  of  printing  or  book 


TECHNICAL    TERMS  451 

INITIAL  LETTER. — Usually  ornamental,  used  at  the  beginning  of  chapters  of  a  book  or 
articles  in  a  magazine. 

JOB  PRINTING. — Generally  applied  to  all  commercial  work,  as  distinct  from  book  or 
hir^t-  catalogue  printing. 

JUSTIFYING. — Making  both  ends  of  all  lines  even. 

LEADERS. — Dots  or  hyphens  placed  at  intervals  to  guide  the  eye  between  two  points 
of  the  text. 

LEADS. — Strips  of  type-metal  of  various  thicknesses,  for  spacing  between  the  lines. 
The  thickness  of  leads  are  usually  reckoned  on  a  Pica  basis;  those  most  commonly  used 
being  "six  to  Pica,"  or  two  points  in  thickness. 

LEAN  TYPE. — Type  with  a  very  thin  face,  capable  of  being  set  so  that  the  letters  can 
come  close  together. 

LEADED  MATTER. — Type  matter  with  leads  between  the  lines. 

LEAN. — Type  set  close  together;  solid. 

LOWER  CASE. — The  small  letters  of  the  alphabet,  kept  in  a  case,  lower  than  the  capital 
letters,  so  as  to  be  easier  reached,  they  being  used  more  than  the  capitals. 

L.  C. — Lower  case. 

LETTER-PRESS. — Ordinary  printing  from  movable  type. 

LIVE  COPY. — Manuscript  to  be  put  into  type. 

KEY. — Referring  to  what  is  known  as  keying  an  advertisement.  This  is  done  by 
mail-order  houses  by  having  a  different  number  to  the  street  or  room  address  used  in  each 
paper  Sometimes  a  different  catalogue  number  is  used  in  the  same  manner. 

MATTER. — Any  portion  of  composed  type.  Live  matter,  type  set  to  be  printed.  Stand- 
intf  matter,  type  held  to  be  used  again.  Dead  matter,  type  to  be  distributed. 

M  UL-ORDER  PUBLICATIONS. — A  class  of  monthly  papers  printed  cheaply  and  pub- 
lished at  nominal  prices.  They  often  have  extremely  large  circulations  among  farmers 
and  suburbanites. 

MAC  A/INKS. — A  class  of  periodicals  published  monthly.  These  are  usually  illustrated 
and  earn'  articles  of  literary  merit  and  fiction.  National  in  scope. 

MATRIX. — Mold  of  papier-mache  in  which  type  metal  is  cast  to  obtain  a  duplicate 
form. 

MSS. — Manuscripts. 

MAKE-UP — Laying  out  the  advertisements,  and  reading  matter  for  each  issue. 
Placing  each  in  its  proper  place  on  the  page. 

NONPAREIL. — 6-point  type.  L'sed  by  most  of  the  large  daily  papers  for  printing 
news  matter. 

NR. — Next  to  reading  matter. 

OBJECTIONABLE.  COPY. — Manuscript  not  easy  to  read.  Proper  names  and  technical 
terms  should  be  written  very  plainly. 

OPEN  MATTER. — Type  set  with  many  paragraphs  and  leads. 

Our  DOOR  DISPLAY. — Sign  boards  and  billboards  comprise  out  door  display. 

OLD  STYLE  ROMAN. — Type  used  for  reading  matter,  a  light  and  open  face  style  of  type. 

PLATES. — Electrotypes  or  stereotypes. 

PATENT  INSIDES,  OR  OUTSIDES. — Applied  to  that  portion  of  some  country  newspapers 
which  are  printed  at  a  central  office. 

PHAT. — Applies  to  leaded  or  other  matter  which  is  open  and  easy  to  set. 

PP. — Pages. 

Pi. — Disarranged  type. 

PREFERRED  POSITION. — Top  of  column,  next  to  reading  matter. 

PROOF-READER. — One  who  reads  proof. 

POSITION. — A  special  position  in  the  newspaper;  T,  C,  N,  R,  M,  means  top  of  column, 
next  to  reading  matter.  "Run  of  paper"  indicates  that  an  advertisement  may  be  run  in 
any  place  where  there  is  room  for  it. 

PRESS  WORK. — Printing  on  a  printing  press. 

Q. — Quarterly. 


452  HOW  TO  ADVERTISE  A  RETAIL  STORE 

QUARTO. — Half  sheet  of  book  paper  (19  x  25  inches)  folded  into  four  leaves  or  eight 
pages  makes  a  book  known  as  Quarto. 

REVISE. — Proof,  after  corrections  have  been  made. 

ROMAN  TYPE. — Type  used  for  reading  matter. 

RUNNING  HEAD. — The  title  of  the  book,  or  chapter  name,  placed  at  top  of  pages. 

QUAD. — The  spaces  placed  to  fill  out  lines  ending  paragraphs.  The  "en"  quad, 
one  half  of  the  square  of  the  type  body,  is  the  smallest.  (See  spaces.) 

READING  MATTER. — That  portion  of  the  advertisement  other  than  the  display  lines. 

REPRINT  COPY. — Copy  to  be  set  made  up  of  printed  copy  instead  of  written  copy. 

RUN  IN. — A  term  used  when  it  is  desirable  to  have  matter  set  without  paragraphs. 

SMALL  CAPS. — Small  capital  letters. 

STANDING  MATTER. — Type  set  up  to  be  printed  from,  or  matter  that  has*  been  used 
and  is  to  be  left  standing  for  further  use  in  printing. 

SM. — Semi-monthly. 

Sw. — Semi-weekly. 

SOLID. — Type  set  without  leads. 

STICK. — The  short  term  used  by  printers  to  designate  the  composing  stick. 

STICK-FULL. — Applies  to  about  two  inches  of  set-up  type  matter. 

SIDE  HEADS. — A  title  or  sub-heat!  at  the  side  or  set  into  the  page  or  column. 

SPACES. — Pieces  of  type  metal,  not  type  high,  and  less  than  tin-  width  of  an  "en"  quad, 
used  for  spacing  between  letters  and  words.  Blanks  between  words. 

STEREOTYPE. — Duplicates  of  type  matter  cast  in  a  solid  body.  Stereotypes  are  cast 
from  type  metal  and  being  of  an  inferior  quality  are  not  as  durable  as  electrotypes. 

SERIFS. — The  small  projections  which  start  at  the  sides  or  at  right  angles  to  the  stems 
of  letters. 

SLUGS. — Thick  leads;  all  leads  thicker  than  "three-to-Pica,"  are  called  slugs. 

T.  C—  Top  of  column. 

T.  F.— Until  forbidden. 

TR. — Transpose. 

TAKE — A  term  used  by  printers  for  the  part  of  an  article  or  advertisement  that  is 
given  to  one  printer  to  set  up.  In  large  offices  large  jobs  and  advertisements  are  cut  up 
into  "takes"  for  the  purpose  of  getting  the  work  done  up  more  quickly. 

TOKEN. — 500  sheets  printed  on  one  side,  or  250  sheets  printed  on  both  sides.  In 
New  York  one-half  of  this  is  called  a  token.  Press  work  in  some  offices  is  figured  at  a 
certain  rate  per  token. 

TABLE  WORK. — Matter  made  up  mostly  of  figures  and  rules.     Tabular  matter. 

UPPER  CASE. — Refers  to  case  containing  capital  letters. 

W—  Weekly. 

W.  F.— Wrong  font. 

WRONG  FONT.— The  wrong  style  of  letter  or  the  wrong  size. 

2  T.  A.  W.,  3  T.  A.  W.,  etc. — Mean  respectively,  2  times  a  week,  3  times  a  week,  etc. 

A  single  line  drawn  beneath  words  signifies  italics. 

Two  lines  drawn  beneath  words  signifies  small  capitals. 

Three  lines  drawn  beneath  words  signifies  capitals. 

A  circle  drawn  around  numerals  is  usually  understood  to  mean  that  it  is  to  be  spelled 
out. 

This  list  is  not  nearly  as  complete  as  it  could  be  made,  but  will  be  found  amply  full 
enough  for  its  purpose.  Consult  your  printer  on  points  you  do  not  understand. 


$>art  JJine 
MISCELLANEOUS 


CHAPTER  LXXV 

ADVERTISING  THE  NEIGHBORHOOD  STORE 

OF  ALL  merchants  the  little  fellow  on  the  corner,  or  side  street,  who  is  struggling 
along  as  best  he  can,  deserves  the  compassion  of  the  great.  There  are  dozens 
of  little  stores  in  every  large  city,  which  are  maintained  for  the  accommodation 
of  those  who  live  in  their  immediate  neighborhoods.  Usually,  these  stores  depend  almost 
entirely  upon  the  transient  needs  of  the  neighborhood  public. 

The  proprietor  of  one  of  these  little  stores  has  much  to  contend  with.  He  is  con- 
>tantlv  being  told  that  his  goods  can  be  purchased  much  cheaper  in  the  larger  stores 
"downtown."  lit-  is  told,  also,  that  those  purchased  in  the  larger  stores  fit  better,  look 
better  and  wear  better.  His  life  is  made  miserable  by  frequent  innuendos,  and  even  open 
insults.  He  has  to  answer  all  these  assertions  with  arguments  in  favor  of  his  own  stock, 
and  quietly  bear  the  insults  with  a  smiling  countenance. 

That,  however,  is  not  the  only  disadvantage  under  which  he  labors.  He  usually  has 
but  a  limited  capital,  and  must  sell  out  one  line  before  he  is  in  a  position  to  put  in  another. 
He  can  only  buy  in  limited  quantities  and  in  the  case  of  perishable  goods  very  often  has 
to  xiaiid  largo  losses.  He  is  often  very  badly  crowded  for  room  in  which  to  display 
his  stock.  Not  infrequently  he  has  to  wait  on  customers,  and  do  a  large  amount  of  work 
that  is  nsualh  done  by  porters  in  the  larger  stores.  He  has  to  do  all  the  dirty  work  there 
is  to  be  done  and  at  the  same  time  try  and  look  respectable.  His  customers  are  prone 
to  compare  his  personal  appearance  with  that  of  the  smartly  dressed  clerks  in  the  down- 
town stores,  and  his  dingy  looking  store  with  the  tastily  decorated  larger  stores.  All  this 
is  to  his  disadvantage,  and  often  is  an  unconscious  detriment  to  his  business. 

Yet,  notwithstanding  all  these  disadvantages,  many  of  them  manage  in  a  short  life- 
time to  accumulate  sufficient  of  this  world's  goods  to  enable  them  to  pass  their  declining 
years  in  happy  ease.  But  even  here  habit  is  strong  and  many  of  them  "stick  to  their 
last,"  and  in  the  end  "die  in  harness." 

It  is  the  usual  belief  among  this  class  of  merchants  that  they  cannot  afford  to  adver- 
tise. They  cannot  stand  the  enormous  expense  of  newspaper  advertising,  it  is  true,  but 
there  are  a  thousand  and  one  ways  of  advertising  besides  the  use  of  newspapers  of  the 
city. 

These  little  fellows  are  usually  pretty  ambitious,  and  most  of  them  look  forward  to 
the  time  when  they,  too,  will  have  large  stores  in  the  downtown  district.  They  overlook 
the  fact,  though,  that  if  they  desire  trade,  they  must  interest  those  whom  they  can  expect 
to  trade  with  them.  They  must  interest  every  person  in  the  locality  near  their  stores.  If 
the  merchant  cannot  do  that  he  cannot  ever  expect  to  expand  his  business  and  grow  out  of 
his  present  quarters.  It  all  rests  with  himself,  upon  his  own  exertions,  upon  his  own 
energy,  upon  his  own  personality. 

Newspaper  advertising  cannot  be  used  at  all,  because  the  paper,  with  its  forty  to  two 
hundred  thousand  circulation  to  be  paid  for,  may  not  reach  even  a  hundred  of  those 
persons  from  whom  he  can  reasonably  expect  any  trade.  His  trade  being  local,  it  depends 
entirely  on  those  who  live  within  a  comparatively  small  circle  of  which  his  store  is  the 
center. 

Regular  customers  are  the  backbone  of  any  retail  enterprise,  and  the  storekeeper  who 
does  not  turn  his  chance  customers  into  regular  patrons  is  losing  the  opportunity  of  his 
commercial  life. 


456  HOW  TO  ADVERTISE  A  RETAIL  STORK 

There  are  two  elements  of  trade  to  be  considered  from  the  side  of  every  retailer.  First . 
getting  transient  customers;  second,  getting  these  transient  customers  to  become  regular 
patrons.  The  latter  is  dependent  upon  the  former,  for  without  the  former  he  could  never 
get  the  latter.  To  get  transient  customers  the  merchant  must  have  some  means  of  making 
them  acquainted  with  his  existence,  why  he  exists,  and  what  inducements  he  is  offering 
for  the  customers'  trade. 

The  first  thing  these  little  merchants  should  do  is  to  turn  their  attention  to  the  appear- 
ance of  their  stores.  They  should  be  kept  cleaner  and  more  inviting.  Taint  and  paper 
are  very  cheap  and  usually  the  merchant  has  some  portions  of  each  day  that  hangs  heavy 
on  his  hands.  Let  him  then  invest  a  few  dollars  in  paint  and  paper  and  deeorate  his  little 
store.  In  some  cases  the  landlord  can  be  made  to  open  up  his  heart  and  do  this  part  of 
the  work  but  when  he  turns  a  hard  face  to  the  merchant's  demands,  the  merchant  should 
do  the  work  himself.  It  is  to  his  advantage  to  s|>eiid  the  few  dollars  nee.— ai\  and  he 
should  do  it.  When  once  the  place  is  neat  and  clean  it  requires  very  little  work  to  keep 
it  so.  A  general  cleaning  up  like  this  advertises  the  little  store  and  the  store  that  is  always 
clean  has  a  reputation  to  be  proud  of. 

Next  to  his  store  the  merchant  should  look  neat  and  clean.  His  clothes  should  not  In- 
shabby.  A  new  suit  of  clothes,  a  hat  and  a  pair  of  go<xl  sensible  shoes  can  all  be  obtained 
for  about  fifteen  dollars.  This  amount  can  be  spent  in  no  Ix-tter  way  for  advertising 
purposes  when  it  is  necessary. 

The  corner  grocer  should  take  extra  pains  to  have  his  -lock  show  up  fresh,  and  by 
tasty  arrangement  of  his  wares  make  them  look  as  tempting  as  possible. 

The  little  shoe  store,  which  has  a  repair  shop  in  connection  with  the  store,  can  UM 
it  as  a  means  of  considerable  publicity.  In  «-\ery  case  the  proprietor  should  turn  out 
good,  honest  work.  That  in  itself  will  become  a  recommendation  for  further  work.  If 
he  spends  a  little  more  time  in  finishing  his  work  and  sends  back  the  shoes  polished  and 
ready  to  put  on  he  will  accomplish  this  also.  But  lie  will  also  make  the  customer  believe 
that  he  is  getting  more  value  out  of  his  old  shoes  than  he  had  thought  possible.  That 
counts  in  repairing. 

Repairing  should  always  be  neatly  wrapjH-d  up,  and  the  package  tit-d  with  twine. 
Too  many  proprietors  of  small  stores  think  but  little  of  appearances.  The  \\riler  has 
seen  many  a  "job"  of  repairing  sent  out  wrap|>ed  in  an  old.  dirty  ne\\  -pa|M-r.  a  toe  or  a 
heel  sticking  out  through  a  tear  in  the  side  of  the  pajn-r.  and  no  string  iivd  to  keep  flu- 
bundle  together.  By  the  time  the  shoes  arrive  at  the  home  then-  is  but  little  left  of  the 
paper,  and  the  whole  neighborhood  has  become  appraised  of  the  fact  that  they  ha\ 
to  the  "cobbler's"  to  be  mended. 

Twine  costs  but  little  these  days,  and  economically  used  goes  a  long  ways.  \,  \\  -papers 
may  be  used  as  wrappers  for  economy's  sake,  but  for  the  store's  >ake  they  should  be  clean 
newspapers,  not  dirty  and  ragged  ones.  Because  the  parcels  are  Ix-ing  carried  away  by 
.children  is  no  excuse  for  a  slovenly  package.  A  bad  impression  of  a  sto.v  is  easily  created 
in  this  way,  and  it  is  hard  to  get  rid  of  it  when  once  created. 

First  appearances,  too,  are  of  the  utmost  importance,  they  are  lasting,  and  should  be 
of  the  brightest  and  best. 

The  greater  portion  of  repair  work  is  taken  to  the  shop  by  children.  Here  is  a  fine 
chance  to  win  business.  The  cobbler  should  make  himself  friendly  with  the  children, 
using  every  art  and  means  in  his  power.  He  must  not  scold  them  or  talk  cross  to  them 
when  they  bring  work  in  that  is  covered  with  mud.  They  are  as  thoughtless,  probably. 
as  their  mothers.  He  should  take  the  trouble  to  explain  the  use  of  his  various  tools. 
and  the  machinery  he  uses.  He  must  answer  to  the  best  of  his  ability  all  the  questions 
propounded.  He  must  be  liberal  with  his  "wax"  and  "  waxed  ends,"  and  other  trifles,  and 
many  a  little  heart  will  be  won  over  by  his  little  gifts,  insignificant  often  to  grown  eyes, 
but  of  vast  magnitude  in  the  eyes  of  the  little  recipients. 

He  can,  when  he  has  time  to  spare,  show  them  shoes  that  will  fit  them;  interest  them 
in  the  shoes  shown;  even  go  so  far  as  to  try  them  on  "to  find  out  how  they  look."  When 
a  pretty  fit  has  been  obtained  a  few  well  chosen  words  will  arouse  all  the  covetousness 


ADVERTISING    THE    NEIGHBORHOOD    STORE  457 

in  the  child's  nature.  He  or  she  will  be  possessed  of  a  desire  to  own  them,  and  don't  forget 
that  shoes  are  >oon  required,  and  those  are  the  ones  that  are  likely  to  be  purchased.  So, 
it  will  pay  these  little  storekeepers  to  look  well  after  their  stock  of  children's  shoes  so 
that  when  parents  call  to  inspect  the  ones  shown  the  little  ones  a  sale  may  be  effected. 

Cards  or  slips  can  be  used  to  considerable  advantage  by  these  shoe-repairing  stores. 
In  fact,  every  parcel  of  repairing  should  contain  an  announcement  or  two  about  the  stock 
carried  by  the  store.  It  doesn't  matter  how  many  of  these  slips  or  cards  go  into  the  same 
home.  Perhaps  ten  are  required  to  make  the  announcement  convincing.  At  any  rate, 
every  time  it  is  retold  it  re-inforces  its  convincingness.  Staple  lines  can  be  particularly 
mentioned,  and  prices  quoted.  In  the  rubber  season  an  announcement  of  rubber  prices, 
especially  of  lines  for  school  wear,  will  bring  results. 

A  little  store  paper  might  be  issued  monthly  to  some  advantage.  Especially  is  this 
-0  if  I  he  neighborhood  store  carries  a  fair  sized  stock.  Of  course,  it  wouldn't  pay  the 
little  fellow  who  carries  only  a  few  hundred  dollars'  stock.  The  expense  of  this  style 
of  advertising  is  about  as  exclusive  as  that  of  the  metropolitan  daily.  The  store  paper 
is  one  of  the  best  mediums  for  the  smaller  stores  in  country  villages,  where  no  regular 
paper  is  printed,  and  especially  so  where  there  are  R.  F.  D.  routes. 

Very  often  there  are  half  a  dozen  stores  grouped  together  around  some  corner  in  the 
cities.  Very  rarely  do  any  of  these  stores  conflict  with  the  others.  They  usually  carry 
entirely  different  lines  of  goods.  Where  this  condition  prevails,  a  store  paper  might  be 
printed  weekly,  each  of  the  stores  contributing  a  share  to  the  cost,  and  in  the  course  of 
time  it  would  have  considerable  weight  as  both  a  newspaper  and  an  advertising  sheet. 
A  little  co-operation  here  would  make  possible  a  means  of  effectively  advertising  each 
store  and  incidentally  increase  the  business  of  each.  The  little  corner  might  in  time 
become  a  very  profitable  trading  center. 

Little  folders,  dodgers,  cards  and  slips  could  be  used  by  every  neighborhood  store 
once  in  a  while,  no  matter  how  small  the  amount  of  business  done.  Even  a  cobbling 
shop  could  be  benefited  by  an  announcement  of  the  prices  charged.  This  advertising 
should  be  well  printed  on  good  stock.  Cheap  work  and  cheap  stock  pay  poorly  in  results, 
and  least  of  all  when  coming  from  a  small  store. 

Prices  should  always  be  freely  quoted,  and  the  reader  impressed  with  the  fact  that 
the  merchant  is  willing  to  stand  responsible  for  every  article  purchased  at  his  store.  Then, 
he  should  be  careful  to  sell  only  worthy  shoes,  and  shoes  suitable  for  the  uses  for  which  they 
are  intended  to  be  worn. 

Five  dollars  a  month  for  advertising  will  seem  but  a  small  outlay  to  most  of  us,  yet 
many  of  these  small  stores  do  not  spend  that  much  in  a  year  for  that  purpose.  Many 
of  them  dismiss  the  question  of  advertising  entirely,  because  they  cannot  follow  in  the 
footsteps  of  the  department  stores,  and  use  page  spaces.  This  is  a  great  mistake.  Instead 
of  dismissing  the  subject  they  should,  study  out  ways  to  advertise  that  are  not  too  costly 
for  them  to  use.  This  giving  up  so  easily  is  responsible  for  the  results  we  see  all  around 
us. 

Many  of  these  little  stores  are  being  run  by  old  men  who  have  lacked  ambition  or 
who  have  made  failures  in  other  lines.  These  men  might  have  made  little  fortunes  out 
of  their  little  business  if  they  had  only  used  some  means  of  pushing  ahead  a  little  at  a 
time  and,  creeping  carefully,  gradually  win  a  place  in  the  front  ranks  of  success. 

Five  dollars  a  month  would  buy  two  pieces  of  good  printing  in  the  shape  of  cards  or 
small  folders  or  even  a  fairly  well  printed  circular,  if  not  required  in  more  than  500  lots. 
Usually  500  would  prove  more  than  ample  for  the  needs  of  these  stores.  Just  think  of 
the  impression  the  merchant  would  create  who  sets  out  to  deliver  some  piece  of  printed 
matter  to  the  homes  in  his  vicinity  every  other  week. 

He  would  soon  become  known  as  the  best  advertiser  "for  his  size"  in  the  city.  Curi- 
osity would  be  aroused  in  many  homes  to  see  this  advertiser  and  his  store — and  his  goods. 
It  would  add  prestige  to  his  shop.  It  would  add  dollars  to  his  income.  Sixty  dollars  a 
year  for  advertising!  Some  of  these  little  fellows  would  faint  if  they  even  thought  of  it. 
The  time  will  come  though,  when  twice  that  amount  will  be  spent  by  every  live  "little 


458  HOW  TO  ADVERTISE  A  RETAIL  STORE 

fellow,"  who  keeps  a  neighborhood  store.     He  will  capture  the  bulk  of  the  trade,  if  there 
are  any  others  around  they  will  have  to  be  content  with  the  leavings. 

One  reason  why  many  of  these  merchants  do  not  advertise  is  because  they  have  been 
taken  in  by  the  smooth  solicitor  for  some  kind  of  advertising  fake  or  another.  If  there 
is  any  one  kind  of  advertising  that  the  man  with  the  small  appropriation  should  let  alone 
it  is  these  schemes  that  are  offered  him  by  travelling  solicitors  and  fakes. 

The  window  of  the  neighborhood  store  is  usually  neglected.  It  is  hardly  ever  really 
clean  and  very  often  there  is  no  attempt  at  a  window  display  of  any  kind.  The  grocer 
will  put  out  in  the  morning  a  few  baskets  of  p9tatoes,  carrots,  turnips,  etc.,  and  in  tin- 
evening  he  will  take  them  in  again.  It  is  true  that  dust  does  not  harm  these  edibles 
very  much  but  at  the  same  time  it  does  not  do  them  any  good.  Then,  in  their  sea-mi. 
a  crate  of  berries  will  be  placed  out  in  the  hot  sun  and  allowed  to  remain  there  and 
attract  the  flies  of  the  neighborhood  until  they  are  sold.  Is  it  any  wonder  then  that 
some  housewives  say;  "I  was  going  to  get  some  strawberries  at  Jones'  but  they  looked  so 
mushy  I  thought  I'd  better  wait." 

The  only  signs  around  will  be  home  made  and  beneath  the  fly  speeks  can  often  be 
seen  a  poorly  constructed  legend  stating  "  Fresh  Maple  Syrup."  "Cider  Vinegar,"  or 
"Repairing  neatly  done." 

The  .windows  of  these  stores  are  usually  small,  it  is  true,  and  they  are  often  merely  a 
house  window,  turned  into  a  store  window.  But  no  matter  how  small  or  how  high  from 
the  ground,  some  attempt  at  dressing  should  be  made.  A  small  platfcnn  or  ledge  .should 
be  built  if  there  is  not  one  there  already.  Around  this  there  should  be  a  curtain  about 
two  feet  from  the  bottom  of  the  window  or  platform,  and  extending  around  the  -ides  and 
back.  This  will  make  a  window  in  which  a  display  may  l>e  made.  This  display  should 
be  changed  and  dusted  often  so  that  a  variety  of  goods  may  be  shown. 

Besides  the  methods  mentioned  in  which  every  dealer  may  obtain  publicity  there 
are  many  others.  The  important  thing  is  to  create  a  good  impression.  The  -lock  must 
look  clean.  It  must  look  as  though  it  was  valued  by  the  proprietor.  Then  he  .should  use 
every  precaution  in  giving  satisfaction  to  his  patrons.  lie  nm-t  en-ate  the  hupp 
that  he  understands  his  .business  from  A  to  Z,  and  as  far  beyond  that  as  possible.  He 
must  be  acquainted  with  all  the  newest  creations  in  his  line  of  !m>ine--.  lie  miist  keep 
posted  on  prices  and  styles.  These  facts  he  can  obtain  from  his  trade  paper,  which 
should  prove  even  more  valuable  to  him  than  to  the  larger  storekeeper-.  In  cities,  where 
there  are  wholesalers,  he  might  create  a  good  business  in  "taking  orders."  He  can  take 
orders  for  lines  not  kept  in  stock  and  obtain  them  from  the  wholesalers  in  the  city  the 
same  day  as  ordered.  For  that  reason  he  should  become  thoroughly  acquainted  with  tin- 
stocks  carried  at  the  various  wholesale  depots. 

In  these  modern  days  there  is  no  excuse  for  any  merchant  to  say  he  cannot  advertise. 
He  can,  if  he  wants  to  very  badly  am}  get  good  returns  from  his  advertising,  too.  He 
must,  however,  study  out  his  situation  very  carefully  and  follow  out  lines  that  have  proven 
successful  with  others. 


CHAPTER  LXXVI 

AN  ADVERTISING  CAMPAIGN 

IT  IS  too  late  in  the  day  to  argue  the  necessity  of  advertising,  that  point  is  generally 
conceded  by  all  merchants.  The  question  that  usually  rises  is  "How  shall  I  adver- 
tise so  as  to  get  the  best  results?" 

Yet,  even  now,  with  almost  every  merchant  doing  some  advertising  of  some  kind,  the 
value  of  advertising  is  scarcely  realized.  Merchants  follow  this  year  the  same  plans  of 
last  year.  These  plans  were  never  laid  out,  but  happened.  The  same  plans  were  used 


AN    ADVERTISING    CAMPAIGN  459 

ten  vears  ago  as  now.  They  are  merely  running  around  in  a  circle,  coming  at  the  end 
of  the  year  to  where  they  were  at  the  beginning. 

This  chapter  on  the  advertising  campaign  was  written  for,  and  printed  in,  The  Boot 
and  Shoe  Itcconler.  It  was  written  for  shoe  merchants,  but  is  very  general  in  character. 
Any  merchant  will  profit  by  a  close  perusal  of  it. 

In  writing  of  advertising  campaigns  it  is  not  our  design  to  lay  down  any  hard  and  fast 
rules.  It  is  useless  to  do  so,  for  plans  that  will  suit  one  merchant's  business  will  not  be 
adaptable  to  the  business  of  his  neighbor.  This  applies  only  to  details,  for  the  general  out- 
lines of  most  advertising  campaigns  are  the  same. 

There  are  many  merchants  who  do  their  advertising  in  a  very  peculiar  way.  They  do 
it  by  fits  and  starts,  as  they  feel  optimistic,  or  blue.  If  trade  takes  a  bad  turn  they  close  up 
like  clams,  and  cut  off  all  their  expenditures  on  newspaper  space  and  other  methods  of 
making  their  business  better  known.  All  this,  when  you  consider  the  question  very 
closely,  is  decidedly  foolish.  When  trade  falls  off,  then  the  stimulant  should  be  applied 
most  regularly  and  persistently.  Then  the  merchant  must  put  on  his  thinking  cap  and 
proceed  to  find  means  of  forcing  business. 

The  successful  men  of  to-day  do  not  sit  down  and  wait  for  business  to  come  to  them. 
They  go  out  after  it  in  a  hundred  ways.  Advertising  is  the  merchant's  life-preserver,  it 
keeps  him  afloat  at  all  times. 

There  are  many  merchants,  too,  who  go  at  their  advertising  in  a  haphazazd  manner. 

They  have  a  certain  amount  of  space  in  their  local  paper  or  papers.     For  a  few  weeks 

they  will  strive  to  make  up  good  copy  to  fill  this  space,  and  then  leave  it  alone  for  weeks. 

They  will  drop  into  every  scheme  that  comes  along  and  then  turn  down  everything, 

the  good  with  the  bad.     They  have  no  plans,  no  settled  policy. 

The  sensible  merchant  looks  upon  the  newspaper  as  the  intermediary  between  himself 
and  the  community  and  acts  accordingly.  He  sets  apart  a  certain  sum  at  the  beginning 
of  the  year  for  advertising,  just  as  he  would  hire  a  necessary  clerk,  and  then,  in  a  practical, 
thoughtful,  painstaking  way,  he  endeavors  to  secure  the  very  best  amount  of  usefulness 
from  the  amount  expended. 

The  great  question,  then,  is  how  much  or  how  little  to  spend.  In  the  average  retail 
business  in  a  country  town  about  one  per  cent,  of  the  turn-over  for  the  year  should  bring 
good  results.  In  the  larger  towns  and  smaller  cities  the  per  cent,  must  be  doubled  to 
bring  anything  like  the  same  returns.  In  some  of  the  larger  cities  the  rate  must  even 
be  higher.  Circumstances  surrounding  a  town  or  city  have  a  great  deal  to  do  with  the  cost 
of  advertising,  but  usually  where  it  is  necessary  to  spend  from  two  to  three  per  cent,  or 
more  the  returns  are  multiplied.  The  territory  is  larger  and  it  requires  more  papers  to 
cover  it,  but  in  return  there  are  more  people  who  are  advertised  to  and  who  are  pros- 
pective customers. 

A  man  must  to  a  large  extent  think  out  for  himself  the  question  of  the  most  desirable 
channels  through  which  to  distribute  his  advertising.  He  should  do  this  without  prej- 
udice or  favor.  Prejudice  and  favor  are  rocks  upon  which  many  merchants  wreck  their 
advertising  ships.  Try  to  avoid  that  by  all  means. 

There  are  some  who  pin  their  faith  to  the  newspapers  and  use  them  exclusively.  For 
this  plan  it  might  be  argued  that  the  best  advertisers  and  those  who  seem  to  have  reduced 
publicity  practically  to  a  science  are  to  be  found  users  of  newspaper  space.  The  news- 
paper reaches  the  home  circle  and  is  perused  by  old  and  young,  male  and  female,  both 
the  reading  and  the  advertising  columns  being  read  thoroughly.  But  even  the  newspaper 
fails  if  it  happens  to  be  a  "  jim-crow"  sheet  that  smells  of  cobwebs  and  blue  mold.  In 
this  case  the  argument  fails  and  even  the  despised  dodger  takes  precedence. 

A  good  newspaper  with  standing  and  influence  in  a  community  may  be  relied  upon 
as  the  very  best  medium  of  communication  between  the  retailer  and  the  public.  We 
would  not  urge  the  daily  and  weekly  paper  to  the  exclusion  of  other  classes  of  publicity, 
not  even  side  schemes  of  a  legitimate  and  enterprising  character,  but  the  newspaper  should 
be  first  and  foremost.  As  supplementary  advertising  other  mediums  should  be  used  as 
circumstances  and  conditions  dictate. 


460  HOW  TO  ADVERTISE  A  RETAIL  STOJM-. 

Advertising  plans  should  be  laid  out  at  least  a  season  in  advance.  There  are  many 
reasons  for  this,  chief  of  which  is  the  fact  that  a  certain  line  of  action  having  been  mapped 
out,  everything  will  be  made  to  fit  more  closely  to  those  plans.  For  install*-.-,  a  merchant 
contemplates  holding  a  tremendous  clearing  sale  in  July.  A  manufacturer  offers  him  a 
lot  of  goods  at  a  reduced  price  in  May.  He  does  not  n-ciuin-  the-.-  .roods  ;it  the  time,  hut 
seeing  the  possibilities  of  making  more  business  and  a  bigger  reputation  by  having  them 
for  his  sale  he  purchases  them.  If  he  had  been  undecided  as  to  whether  he  would  hold 
such  a  sale  or  not  he  would  have  turned  the  offer  down  and  his  competitor  perhaps  >nap 
it  up. 

Let  us  look  at  the  principal  events  in  the  business  year.     They  are- 

January. — Clearance  sales. 

March-April. — Spring  and  Easter. 

June. — Vacation  and  summer. 

July. — Fourth  of  July  sale. 

August. — Clearance  sales  and  school  opening. 

September. — Labor  Day  and  workingiuen's  shoes. 

November. — Thanksgiving  sale. 

December. — Holiday  sales. 

These  events  almost  every  shoe  merchant  looks  forward  to  and  prepares  for  b\  pureha  — 
ing  goods  that  are  suitable  for  these  various  season^.  If  he  did  not  he  \\oiild  soon  be 
driven  from  business  by  his  more  enterprising  and  thoughtful  competitor. 

If  he  buys  his  goods  to  meet  the  requirements  of  these  <-\ent>  uhy  should  he  not  at 
the  same  time  study  out  ways  and  means  for  getting  rid  of  those  goo. I-  to  advantage.  It 
seems  foolish  to  think  that  he  will  wait  until  the  last  moment  to  decide  upon  just  how 
much  advertising  he  will  do  to  make  a  season's  business.  Hut  that  i-  ju-t  what  thousands 
of  merchants  are  doing.  They  intend  to  advertise  all  right,  but  they  could  not  tell  you 
any  detail  of  that  advertising  beforehand. 

A  great  many  merchants  are  at  this  reading  making  their  pun-liases  for  fall  and  think- 
ing somewhat  of  what  they  intend  to  do.  Ix't  us  therefore,  set  forth  a  fall  campaign  that 
might  be  used  by  any  medium-sized  store.  In  the  first  place  though,  let  us  urge  that  a 
good-sized  note  book  be  carried  in  the  pocket  by  the  merchant  into  which  every  good  idea 
for  carrying  out  his  fall  plans  should  be  written. 

Of  course  he  uses  newspapers.  He  has  his  daily  paj>er.  Into  this  he  goe>  at  least 
three  times  a  week,  or  in  other  words,  every  other  day.  He  then  has  three  or  four  weeklies 
that  circulate  largely  among  a  suburban  population  that  are  within  reaching  distance  of 
the  store.  He  may  use  small  spaces  in  the  daily  if  the  price  of  advertising  space  is  high. 
but  he  will  have  no  trouble  in  securing  good  si/e.l  s|,;lces  in  the  \\eeklies  at  from  -S.Vi  to 
$75  per  year.  Now  he  knows  he  is  going  to  use  these  mediums — perhaps  he  uses  them  all 
the  year  round — he  will  have  to  write  from  five  to  .seven  new  advertisements  every  week 
unless  he  wants  some  of  them  duplicated,  and  a  good  advertiser  hardly  ever  allows  that. 
The  question  arises  then,  why  should  he  not  write  up  some  of  his  advertisements  :ihea.l 
of  time?  Excellent  ideas  come  to  him  and  he  says.  "Now.  that's  good.  I  must  remem- 
ber that,"  and  then  forgets  it.  Put  it  down  on  pajx-r  if  it's  worth  saving. 

Booklets  are  looked  upon  as  the  very  best  of  supplementary  advertising.  So  we  will 
have  a  booklet  in  this  campaign.  It  may  be  that  one  of  the  manufacturers  from  whom 
he  buys  his  goods  will  provide  this, .many  of  them  do;  often  when  they  do  not  provide 
the  booklets  they  do  provide  suitable  cuts.  These  should  be  obtained  as  early  as  pos- 
sible so  that  they  can  be  carefully  selected  for  the  booklet.  In  this  booklet  the  retailer 
should  not  only  have  a  half  dozen  of  one  make  of  shoes  illustrated,  described  and  priced, 
but  he  should  have  representative  lines  from  even"  department.  Infants'  shoes  and  com- 
fort shoes  and  slippers  should  have  a  place  in  this  booklet  as  well  as  the  finest  lines  of 
men's  and  women's  shoes. 

The  quantity  of  booklets  he  will  use  should  be  carefully  computed.  Too  many  of 
them  means  waste,  and  too  few  means  loss  of  business.  These  booklets  are  to  be  sent  by 
mail  to  every  name  on  his  mailing  list.  If  he  has  no  mailing  list  he  should  set  out  at 


AN     AI>YKKTIS1N<;     CAMPAIGN  461 

once  ami  commence  compiling  one.  Upon  the  value  of  this  list  depends  the  value  of  his 
ad\erti-ing  by  mail. 

Bende  this  booklet  it  would  be  well  for  the  merchant  to  have  a  small  folder  illus- 
trating and  pricing  the  rubber  footwear  he  intends  handling.  It  should  not  be  hard  to 
dlitain  cuts  of  the  most  prominent  lines  from  the  jobber,  or  the  manufacturer  of  the  lines 
he  handles.  If  this  cannot  be  done  he  can  have  cuts  made  from  those  appearing  in  their 
price-lists  at  small  cost.  Thr-e  may  be  mailed  with  the  booklet  or  separately.  There 
should  also  be  a  goodly  number  of  these  used  as  package  inserts.  This  folder  should 
bring  him  much  more  rubber  trade  than  he  can  obtain  by  occasional  advertisements  in 
the  newspapers. 

Beside  this  booklet  and  folder  he  may  see  fit  to  use  a  series  of  mailing  cards  or  circu- 
lars. These  are  of  special  value,  when  a  good  mailing  list  is  at  hand. 

One  of  these  circulars  might  be  on  the  topic  of  school  shoes  and  should  be  mailed  in 
the  latter  part  of  August  to  all  heads  of  families. 

Another  of  these  circulars  might  be  on  the  topic  of  dress  shoes  and  should  be  sent  to 
all  the  younger  men  and  women  on  the  list. 

The  number  of  these  circulars  or  mailing  cards  should  be  decided  upon  and  the  par- 
ticular lines  they  are  to  advertise  should  also  be  settled  upon.  The  merchant  should 
never  try  to  advertise  more  than  one  class  of  shoes  in  any  one  circular.  These  ought  to- 
be  very  specific. 

Then,  perhaps,  he  uses  novelties  or  souvenirs.  If  he  does  he  should  look  over  the 
market  and  pick  out  his  novelty  and  order  it  for  delivery  at  a  certain  date.  lie  should  not 
wait  until  some  smooth-tongued  solicitor  or  canvasser  comes  along  and  hypnotizes  him 
into  believing  that  some  trifling  thing  is  a  great  business  bringer.  These  novelties  should 
be  chosen  after  mature  deliberation»and  not  jn  a  hurry. 

The  method  of  distributing  the  souvenirs  should  also  be  decided  upon  and  plan's  laid 
out  for  the  accomplishment  of  that  detail. 

From  this  plan  it  can  be  seen  what  we  mean  by  planning  ahead.  It  is  not  expected 
that  this  plan  will  meet  the  approval  of  every  merchant,  nor  should  it.  As  often  stated, 
the  circumstances  or  situation  of  every  business  varies.  In  some  localities  novelties  and 
premiums  have  been  done  to  death.  In  such  a  case  it  is  better  for  the  merchanj  to  let 
them  alone  and  advertise  freely  that  he  does  not  give  these  trifling  articles  away  buf  puts 
their  cost  into  his  goods,  thereby  enabling  him  to  give  better  value. 

A  very  good  idea  for  every  merchant  who  is  looking  for  the  best  mediums  of  adver- 
ti>ing  at  a  moderate  cost,  would  be  to  try  out  different  plans  for  several  seasons,  and  note 
the  results  from  each.  A  comparison  of  these  results  if  compiled  without  prejudice 
would  be  very  valuable  to  him  in  making  up  future  plans. 

By  all  means  start  out  each  year,  or  each  season,  with  a  certain  amount  of  money  set 
aside  for  advertising  purposes.  Make  this  appropriation  ample  enough  to  carry  out  a 
plan  that  will  do  you  justice.  Then  try  and  keep  your  plans  within  the  limit  of  this  sum. 

It  is  not  wise,  however,  to  lay  down  a  plan  and  follow  it  in  spite  of  everything.  Certain 
things  may  crop  up  that  were  unlocked  for,  necessitating  a  change.  When  this  is  the  case 
make  the  change.  Therefore,  beside  being  a  set  plan  it  should  also  be  elastic.  The 
merchant  who  follows  plans  and  precedents  too  closely  is  usually  known  as  conservative, 
and  he  may  also  be  known  as  unprogressive. 


462  HOW  TO  ADVERTISE  A  RETAIL  STORE 

CHAPTER  LXXVII 

WHAT  SHALL  A  BUSINESS  MAN   READ? 

THERE  are  few  men  in  business  to-day  who  do  not  read  at  least  one  trade  journal— 
some  read  many.     The  successful  business  merchant  is  helped  by  reading  his 
trade  journal  as  much  as  by  any  other  thing  he  does.     Trade  journal  to-day 
are  mostly  of  the  progressive  order.     They  are  not  filled  with  puffs  of  their  ad\erti-er-' 
wares.     The  personal  and  obituary  columns  are  almost  a  thing  of  the  pa-t. 

In  place  of  these  we  have  articles  written  by  successful  men.  Articles  telling  largely 
what  they  have  found  out  by  hard  labor,  constant  thought,  and  many  year-  <>!'  experience. 
These  ideas  are  so  valuable  that  it  is  surprising  there  are  not  more,  of  them  pr«--.  r\ed  in 
book  form. 

The  lawyer,  the  doctor,  and  the  preacher  are  constant  readers.  Why?  They  mu-t 
keep  up  to  date  in  their  knowledge  of  the  advances  made  in  their  profe— ion-.  If  one 
doctor  makes  a  discovery  he  tells  all  the  rest  of  them  \\hat  the  nature  of  the  di.-covery  i> 
through  the  medium  of  the  medical  journal.  In  thi-  \\  ay  a  doctor  in  California  may 
effect  a  similar  cure  to  the  doctor  in  Maine.  So  it  i*  with  the  trade  journals  printed  for 
the  merchant.  A  business  plan  is  tried  in  New  York  City  and  found  to  work  out  -uc- 
cessfully.  This  merchant  does  not  keep  hi-  plan  a  -ccret.  No.  lie  fear-  n«i  man  He 
gives  it  up  for  the  benefit  of  other  merchants  all  over  the  country.  Men  -ituated  in  a 
hundred  places  may  read  of  the  plan  and  conclude  it  i-  ju-t  \\hat  they  require  to  make 
their 4>t|siness  successful.  They  have  searched  in  vain  for  just  -iich  a  plan  but  were  un- 
successful in  finding  it  until  it  was  given  light  by  him  who  fir>t  found  it. 

The  merchant's  problems  are  much  the  -amc  in  one  town  or  city  a-  they  are  in  another. 
Plans  that  are  successful  in  one  place  are  likely  to  be  MKVC— ful  in  another.  1'lan-  that 
fail  in  one  city  are  as  likely  to  fail  in  another.  The  chronicle  of  tin  -c  plan-  i-  a  \eritable 
chronicle  of  the  progress  of  events  in  the  business  world.  I  nle->  \\e  had  the  trade  journal 
we  would  be  groping  in  the  dark  half  of  the  time. 

"Every  man  to  his  trade,"  is  an  old  saving  and  it  has  largely  been  "every  merchant 
to  his  own  trade  journal."  That  is,  the  shoe  merchant  takes  a  shoe  trade  journal,  a  dry 
goods  merchant  takes  a  dry  goods  trade  journal,  etc.  Thi-  i-  a-  it  -hould  be  a>  f;i 
goes.  But  does  it  go  far  enough?  Should  not  the  -hoc  merchant  take  a  dry  go«>d>  trade 
journal  once  in  awhile  and  find  out^what  is  being  done  by  his  brother  merchant-  in  other 
lines?  The  shoe  men  of  the  country  do  not  discover  all  the  good  thing-  for  merchant-  by 
any  means.  Merchants  in  other  lines  are  ex|K-rimentin^  all  the  time  and  discovering 
newer  methods  of  doing  things  that  are  as  valuable  to  the  -hoe  merchant  as  they  are  to 
themselves. 

Then  there  are  journals  that  are  specializing.  Take  advertising  for  one  thing.  There 
are  a  great  many  advertising  journals  published  in  the  I'nited  States.  The.-e  journals  are 
merely  trade  journals  advanced  a  stage  into  specialization.  Some  go  even  further  and 
specialize  upon  some  class  of  advertising.  One  is  the  champion  of  the  retailer,  another 
of  the  general  advertiser.  Yet  another  will  advocate  the  exclusive  use  of  newspaper-, 
while  another  will  deny  altogether  that  newspapers  are  of  any  value  unless  the  magazines 
are  used.  Much  discussion  brings  out  many  truths  that  would  otherwise  be  overlooked, 
and  in  the  end  the  merchant  and  the  advertiser  subscribing  for  these  journals  reap  the 
profits. 

Window  dressing  and  -interior  decorations  demand  another  specialized  paper  and 
the  information  there  given  and  the  illustrations  shown  are  very  valuable  to  the  retail 
merchant: 

What  shall  a  business  man  read?  He  should  read  everything  that  can  be  of  value  to 
him.  Everything  helpful  to  his  business.  He  must  read  his  daily  paper.  The  news  oi 


WHAT    SHALT.    A    BUSINESS    MAN    READ?  463 

the  world  at  large  must  be  glanced  over  and  absorbed.  This  is  necessary  if  the  merchant 
\\  Mies  to  broaden  his  mind.  His  daily  communication  with  his  associates  and  customers 
would  be  dry  and  ineffectual  unless  he  could  prove  himself  as  well  posted  as  they  upon 
current  events. 

He  may  read  some  for  pleasure  but  he  should  read  much  for  profit.  He  should  read 
intelligently.  In  the  end  it  really  comes  down  to  the  matter  of  how  much  benefit  he 
derives  from  his  reading  and  not  how  much  reading  he  does. 

The  merchant  who  reads  too  much  in  the  classics  of  literature  and  too  little  in  the  trade 
journal  is  just  as  apt  to  become  dissatisfied  with  his  life  as  the  silly  woman  who  reads  too 
many  cheap  and  trashy  novels  to  remain  normal  in  matters  of  every-day  life.  Too  much 
of  anything  in  this  world  is  baneful  in  its  effects.  Too  much  money  will  ruin  some  men. 
Too  much  power  is  harmful  for  another  class,  and  so  on. 

We  are  giving  a  short  list  of  books,  trade  journals,  advertising  journals,  and  business 
magu/ines.  These  lists  are  given  merely  as  an  aid  to  the  advertiser  and  merchant.  It  is 
not  as  complete  as  the  author  would  like  to  have  had  it  but  as  complete  as  he  could  make 
it  with  the  time  at  his  disposal.  Each  periodical  mentioned  has  been  carefully  looked 
over  by  the  author  and  is  unhesitatingly  recommended  by  him  to  those  whom  they  may 
interest 

In  the  matter  of  a  selection  of  a  trade  journal  we  would  advise  that  sample  copies  be 
secured.  In  most  cases  these  are  sent  out  free  upon  request.  The  merchant  should 
show  his  interest  by  writing  his  request  upon  his  business  stationery,  as  post  cards  are  fre- 
quently used  by  mere  curiosity  seekers.  After  a  careful  reading  of  the  sample  copies  a 
selection  can  be  made  of  those  that  are  most  likely  to  be  of  benefit. 

It  is  a  good  thing  to  change  around  a  bit  and  take  at  least  one  new  journal  every  year 
even  if  an  old  one  has  to  be  dropped.  New  ideas  may  then  be  secured  as  no  two  papers 
will  be  edited  along  identical  lines. 

The  advertising  journals  do  not  usually  send  out  many  sample  copies  as  they  are 
sometimes  very  elaborately  printed  and  too  costly  to  be  given  away.  The  cost  of  sample 
copies  of  the  whole  lot  would  be  but  little  and  will  be  worth  much  more  to  the  advertiser 
than  they  cost. 

The  reviews  given  are  necessarily  very  brief.  It  being  merely  the  intention  of  the 
author  to  give  a  brief  notice  of  those  journals  that  give  space  to  the  vital  question  of  adver- 
tising. Some  maintain  a  regular  department,  in  some  cases  running  to  several  pages, 
while  others  print  only  occasional  articles.  These  notices  are  given  without  remunera- 
tion for  the  benefit  of  the  reader  and  not  to  benefit  or  favor  any  particular  paper. 

There  may  be  other  trade  papers  equally  as  good,  or  perhaps  even  better  than  those 
mentioned.  If  there  are,  they  have  received  no  notice  only  because  the  author  has  never 
seen  a  copy. 

The  subscription  prices  mentioned  are  for  the  United  States  only.  Canadian  sub- 
scriptions are  in  most  cases  higher  since  the  recent  changes  in  the  postal  arrangements 
between  the  two  countries. 

LIST  OF  BOOKS  ON  ADVERTISING  AND  KINDRED  SUBJECTS 

VEST-POCKET  MANUAL  OF  PRINTING.     50  cents. 

SCIENTIFIC  BUSINESS  LETTER  WRITING. — By  L.  E.  Ludwig.     $1.00. 

SPECIMENS  OF  BUSINESS  CARDS  AND  TICKETS — sixteen-page  booklet — 25  cents. 

A  DESK-BOOK  OF  ERRORS  IN  ENGLISH. — By  Frank  H.  Vizetelly,  F.S.A.     75  cents. 

SECRETS  OF  THE  MAIL  ORDER  TRADE. — By  George  F.  Terry.     180  pages.     $1.00. 

FIFTY  LESSONS  IN  SHOE  ADVERTISING. — Containing  fifty  specimens  of  shoe  adver- 
tising. $1.00. 

PRINTING  IN  RELATION  TO  GRAPHIC  ART. — By  George  French.  French  hand-made 
edition.  $3.50. 

SPECIMENS  OF  ENVELOPE  CORNER  CARDS — twenty-four  page  booklet — 25  cents, 
New  second  edition. 


464  HOW  TO  ADVERTISE  A  RETAIL  STORE 

MODERN  LETTERPRESS  DESIGNS. — A  collection  of  designs  for  job  composition  from 
the  British  Printer.  60  cents. 

PUNCTUATION. — By    John    Wilson.     For   letter-writers,   authors,   printers,    and    cor- 
rectors of  the  press.     Cloth,  $1.00. 

CONCERNING  TYPE. — By  Ambrose  S.  Cornell.  A  handbook  of  useful  information 
for  advertisers."  64  pages,  50  cents. 

PENS  AND  TYPES. — By  Benjamin  Drew.  A  book  of  hints  and  helps  for  those  \vlm 
write,  print,  teach  or  learn.  Cloth,  $1.25. 

'  SPECIMENS  OF  LETTER-HEADS. — Modern  typework,  printed  in  one,  two  and  three 
colors  and  with  tint-block  effects.     50  cents. 

"GRAINS  OF  GUMPTION.'' — By  Jed  Scarboro.  A  snug  little  booklet  for  everyone  \vli<> 
uses  his  head  to  do  his  own  thinking.  25  cents. 

THEORY  AND  PRACTICE  OF  ADVERTISING. — By  Geo.  W.  Wagonseller,  LL.D.  Bring 
fifty  practical  lessons  in  advertising.  Cloth,  $1.00. 

BIGELOW'S  HANDBOOK  OF  PUNCTUATION  gives  full  information  regarding  punctuation 
and  other  typographical  matters.  Cloth,  50  cents. 

MENUS  AND  PROGRAMS. — A  collection  of  modern  title-pages  and  programs,  printed 
on  cloth-finished  and  deckle-edge  papers.  50  cents. 

ENGLISH  COMPOUND  WORDS  AND  PHRASES — By  F.  Horace  Teall.  A  reference  list. 
with  statement  of  principles  and  rules.  Cloth,  $2  50. 

AMERICAN  MANUAL  OF  TYPOGRAPHY. —  New  enlarged  edition.  180  pages,  heavy 
cover,  cloth  back,  gold  stamp,  gilt  top,  24  chapters.  $4. (Ml. 

PUNCTUATION. — By  F.  Horace  Teall.  Rules  have  been  reduced  to  the  fe\\i •-(  ]><>- 
sible,  and  useless  theorizing  carefully  avoided.  Cloth,  $1.00. 

COMPOUNDING  OF  ENGLISH  WORDS. — By  F.  Horace  Teall.  When  and  why  joining 
or  separation  is  preferable,  with  concise  rules  and  alphabetical  lists.  (  loth,  *1  -.'.">. 

SUCCESSFUL  ADVERTISING — How  TO  ACCOMPLISH  IT. — By  J.  Angus  McDonald.  A 
thoroughly  practical  work  on  advertising  for  department  stores  and  others.  .*•.>. 00. 

THE  ART  OF  WRITING  AND  SPEAKING  THK  KM.I.IS-II  L\\<;r.\<;i;.--  \\\  Sh<  r\\in  Cody. 
Four  volumes,  1.  Composition;  2.  Word-Study;  3.  Rhetoric;  4.  Grammar.  $2.oo. 

PRINCIPLES  OF  THE  MAIL  ORDER  BUSINESS. — By  Arthur  E.  Swett.  A  practical 
hand-book  on  advertising  a  mail  order  business.  Contains  many  schemes  to  help  the 
mail  order  advertiser.  $1.00. 

TYPOGRAPHIC   STYLEBOOK. — By   W.  B.  MeDenuutt      A   standard  of  uniformity  of 
spelling,  abbreviating,  compounding,  divisions,  tabular  work,  use  of  figures,  etc.     \ «  -t 
pocket  size.     Leather,  76  pages,  50  cents. 

GRAPHIC  ARTS  AND  CRAFTS  YEAR  BOOK. — Gives  complete  exposition  of  printing, 
engraving,  color  work,  illustrating,  etc.  Is  in  a  class  of  its  own.  Should  be  in  the 
library  of  everyone  connected  with  the  advertising-printing  art.  $5.00. 

SALES  PLANS. — 333  Practical  Plans  for  getting  more  business.  This  l>ook  is  a  col- 
lection of  the  best  and  latest  ideas  that  have  been  nse.l  bv  progressive  stores  to  get  more 
business.  282  pages.  Cloth,  $2.50.  Full  morocco,  $3.00. 

CONNECTIVES  OF  ENGLISH  SPEECH.— By  J  v\n-  C.  l-Vrnald,  L.H.D.  Giving  the 
definitions  with  the  correct  usage  of  these  parts  of  speech  so  far  as  pertains  to  their  office 
as  connectives  in  the  construction  of  English  phrases  and  sentences,  etc.  $1.50  net. 

PRACTICAL  PUBLICITY'. — By  Truman  A.  DeWeese.  This  is  a  book  for  advertisers 
— men  who  buy  advertising  and  the 'men  who  have  advertising  to  sell — not  a  hand-book 
nor  a  history  of  advertising  but  a  practical  exposition  of  advertising  as  it  is  to-day.  $2.00. 

THE  PREPARATION  OF  MANUSCRIPTS  FOR  THE  PRINTER.— By  Frank  H.'Vizetelly. 
F.S.A.  Containing  directions  to  authors  as  to  the  manner  of  preparing  copy  and  cor- 
recting proofs  with  suggestions  on  submitting  manuscripts  for  publication.  75  cents. 

MODERN  ADVERTISING.— By  Ernest  E.  Calkins  and  Ralph  Holden.  A  sane,  com- 
mon sense  exposition  of  advertising  as  it  is,  and  the  ways  and  means  of  using  it  to  accom- 
plish the  object  of  business—  sales—  dividends—  success.  $1.50,  14  cents  additional  for 
postage. 


WHAT    SHALL    A    BUSINESS    MAN     HEAD?  465 

GAINING  A  CIRCULATION. — A  hook  of  GO  pages;  not  a  treatise,  but  a  compilation  of 
more  than  five  hundred  practical  ideas  and  NlggestHXlfl  from  the  experiences  of  publishers 
everywhere,  briefly  stated  and  classified  for  practical  use;  a  valuable  aid.  Price,  .50 
cents,  postpaid. 

Tin:  VI:KI;  \LIST. — By  Alfred  Ay  res.  A  manual  devoted  to  brief  discussions  of  the 
right  ;iiid  wrong  use  of  words,  and  to  some  other  matters  of  interest  to  those  who  would 
sjK-ak  and  write  with  propriety.  Includes  a  treatise  on  punctuation.  Cloth,  4J  x  64, 
$1.33,  postpaid. 

THE  THEORY  OF  ADVERTISING. — By  Walter  Dill  Scott,  Ph.D.  This  is  a  simple  expo- 
sition of  the  principles  of  psychology  in  their  relation  to  successful  advertising.  Among 
the  topies  treated  arc-:  "Attention,"  "Association  of  Ideas,"  "The  Direct  Command," 
"Suggestion,"  etc.  $2.00. 

\  i  :ST-I>O( -KKT  MANUAL  OF  PRINTING. — A  full  and  concise  explanation  of  all  the  tech- 
nical points  in  the  printing  trade,  including  chapters  on  punctuation,  capitalization,  style, 
marked  proof,  corrected  proof,  proof-readers'  marks,  make-up  of  a  book,  imposition  of 
forms.  Leather,  86  pages,  50  cents. 

ONE  HUNIWKD  AND  THIRTY-FIVE  THOUSAND  WTORDS  SPELLED  AND  PRONOUNCED. — 
By  John  H.  Bechtel,  author  of  "Handbook  of  Pronunciation,"  "Synonyms,"  "Slips  of 
Speech,"  etc.  For  practical  needs  of  busy  {>eople  and  for  quick  reference  this  book  will 
be  found  invaluable.  614  pages;  cloth,  $2.00;  leather,  $2.50,  postpaid. 

PROOF-READING  AND  PUNCTUATION. — By  Adele  Millicent  Smith.  A  manual  of  ready 
reference  of  the  information  necessary  in  ordinary  proof-reading,  with  chapters  on  pre- 
paring copy,  reading  proof,  typefounding,  sizes  and  styles  of  ty{>es,  typesetting,  jobwork, 
paper,  technical  terms,  reproductive  processes,  etc.  Cloth,  183  pages,  $1.00. 

CORRECT  COMPOSITION. — By  Theodore  Low  De  Vinne.  Second  volume  of  the  series 
on  "The  Practice  of  Typography."  A  treatise  on  spelling,  abbreviations,  compounding, 
division,  proper  use  of  figures  and  numerals,  italic  and  capital  letters,  notes,  etc.,  with 
observations  on  punctuation  and  proof-reading.  Cloth,  12mo,  476  pages,  $2.14. 

THE  MAHIN  ADVERTISING  DATA  BOOK. — By  John  Lee  Mahin.  Contains  population 
of  all  states,  cities  and  rural  districts,  center  of  population,  etc.;  advertising  statistics; 
media;  directory  of  leading  publications  giving  circulation,  rates,  class,  etc.;  valuable 
information  on  type  faces,  printing  plates,  paper  stock,  street  car  and  poster  advertising, 
etc.  $2.00. 

GRAMMAR  WITHOUT  A  MASTER. — By  William  Cobbett,  carefully  revised  and  anno- 
tated by  Alfred  Ayres.  For  the  purpose  of  self-education  this  book  is  unrivaled.  Those 
who  studied  grammar  at  school  and  failed  to  comprehend  its  principles,  as  well  as  those 
who  have  never  studied  grammar  at  all,  will  find  it  especially  suited  to  their  needs.  Cloth, 
4f  x6i,  $1.07,  postpaid. 

ENGLISH  SYNONYMS,  ANTONYMS,  AND  PREPOSITIONS. — By  James  C.  Fernald,  L.H.D., 
containing  over  7,500  classified  synonyms  with  their  various  shades  of  meaning  carefully 
discriminated,  this  being  an  exclusive  feature  of  this  work.  Also,  nearly  4,500  classified 
antonyms.  Correct  use  of  prepositions  shown  by  illustrative  examples.  Hints  and 
helps  on  the  accurate  use  of  words.  $1.50  net. 

BRAINS. — Vol.  23,  September  to  December  (inclusive)  1903,  544  pages.  $2.00. 

BRAINS. — Vol.  26,  January  to  May  (inclusive)  1905,  672  pages,  $3.00. 

BRAINS.— Vol.  27,  June  to  December  (inclusive)  1905,  972  pages,  $3.00. 

BRAINS. — Vol.  28,  January  to  June  (inclusive)  1906,  875  pages,  $3.00. 

BRAINS. — Vol.  29,  July  to  December  (inclusive)  1906,  850  pages,  $3.00. 

BRAINS. — Vol.  30,  January  to  June  (inclusive)  1907,  850  pages,  $3.00. 

In  each  of  these  volumes  there  are  to  be  found  hundreds  of  reproductions  of  adver 
tisements,  specimens  of  catch  phrases,  descriptions,  as  well  as  over  a  hundred  articles  on 
advertising  subjects.     These  volumes  are  of  inestimable  value  to  retail  merchants. 

PRACTICAL  JOURNALISM. — By  Edwin  L.  Shuman,  author  of  "Steps  Into  Journalism." 
A  book  for  young  men  and  women  who  intend  to  be  reporters  and  editors.  It  tells  how 
a  great  paper  is  organized,  how  positions  are  secured,  how  reporters  and  editors  do  their 


466  HOW  TO  ADVERTISE  A  RETAIL  STORE 

work,  and  how  to  win  promotion.    There  are  chapters  on  running  country  papers.  ; 
ing  libel,  women  in  journalism,  and  on  the  latest  methods  of  big  dailies.     Covers  the 
field  of  newspaper  work,  and  tells  just  what  the  beginner  wants  to  know.     Cloth,  Hn 
$1.37,  postpaid. 

WRITING  FOR  THE  PRESS. — By  Robert  Luce.  A  manual  containing  instruction! 
for  writers  for  the  press.  Advertisement  writers  will  find  much  of  interest  and  value 
in  its  pages.  Cloth,  $1.00. 

THE  ART  OF  WRITING  ENGLISH.— By  J.  M.  D.  Meiklejohn,  M.  A.  A  manual  for 
students,  with  chapters  on  paraphrasing,  essay-writing,  precis-writing,  punctuation,  etc 
Analytical  methods  are  ignored,  and  the  student  is  not  discouraged  by  a  formidable  array 
of  rules  and  formulas,  but  is  given  free  range  among  abundant  examples  of  literary  work- 
manship. The  book  abounds  in  such  exercises  as  will  impel  the  student  to  think  while 
he  is  learning  to  write,  and  he  soon  learns  to  choose  between  the  right  and  wrong  in  lin- 
guistic art  and  expression.  Cloth,  12mo,  $1.50. 

How  TO  MAKE  MONEY  IN  THE  PRINTING  BUSINESS.— By  Paul  Nathan.     Contents; 
The  Printer  as  a  Business  Man, Starting  an  Office,  What  Cla>s  of  (  u>toin<  r-  to  Seek.  How- 
to  Develop  Business,  Writing  Advertising  Matter,  Taking  Orders,  Advertising.  How  to 
Talk  to  Customers,  Cost  of  Producing  Printing,  Estimating,  Ar.juirini:  Money,  Price- 
cutting,   Competitors,  Profit  and   How   It   Should   be   Figured,    Hmin^.    Doing   < 
Printing,  Composing-room,  Pressroom,  Business  OfnW.  Bookkeeping.  Management  of 
Employees,  The  Employee's  Opportunity,  Danger  in  Si<l«-  Ventures.  Systematic  Saving, 
Partnerships,  Leakages,  Keeping  Up  with  the  Time>.  Surest  ion  >  from  Othei- 
pages,  cloth,  $3.00. 

ADVERTISING  MAGAZINES 

ADVERTISING,  Royal  Insurance  Building,  Chicago.  111.  Monthly,  $1.00  JMT  year. 
A  journal  for  advertisers  and  business  men.  Specializes  on  mail-order  advertising. 

BRAINS,  For  the  Retailer  and  Advertiser,  Deposit.  N  .  Y  \\«  kly.  ijG.OO  per 
year.  A  journal  for  merchants.  Special  articles  each  week  on  some  phase  of  retail 
advertising.  Reproduces  from  twenty  to  fifty  retail  advertisements  (  a<  h  issue  giving 
editorial  criticisms  and  remarks  on  each.  Regular  departments.  "Public  it v  Problems;" 
"Schemes  to  pull  trade;"  "What  merchants  say;"  "Best  ideas  from  trade  n \icws."  In 
department  "What  merchants  say,"  are  reproduced  selling  ideas,  introductions  and 
descriptions  from  retail  advertisements.  These  items  are  classified  and  appear  under 
about  fifty  headings  occupying  about  ten  pages.  Even1  retail  merchant  and  advertise- 
ment writer  should  read  this  journal  regularly. 

FAME,  Lincoln  Building,  Union  Square,  New  York.  N.  V.  Monthly.  $1.00  per 
annum.  A  journal  for  advertisers  edited  by  Artemas  Ward.  Small  but  very  much  alive. 

JUDICIOUS  ADVERTISING,  Trude  Building,  Chicago,  111.  Monthly.  $1.00  per  year.  A 
magazine  of  general  advertising  principles  and  review.  Sj>ecial  articles  on  all  kinds  of  ad- 
vertising. Many  reproductions  in  half-tone  of  fine  advertising  matter  and  advertisements. 

LETTERS,  Chicago,  111.  Bi-monthly,  $1.00  per  year.  The  magazine  of  Correspond- 
ence Salesmanship.  Specializes  on  advertising  by  means  of  circular  letters. 

LA  PUBLICITE  MODERNE,  32  Rue  de  la  Victoire,  Paris,  France.  Monthly,  5  francs 
par  an.  Revue  Mensuelle.  Printed  in  French. 

MERCHANTS'  RECORD  AND  SHOW  WINDOW,  315  Dearborn  St.,  Chicago,  111.  Monthly. 
$2.00  per  year.  An  illustrated  monthly  journal  for  the  merchant,  window  decorator  and 
advertiser.  Every  merchant  should  receive  this  journal  for  its  helpful  hints  on  window 
and  interior  decoration.  It  gives  each  month  a  number  of  special  articles  on  advertising. 
Records  schemes  used  by  merchants  that  have  proved  successful.  Has  regular  depart- 
ment, "Short  lengths  for  the  ad-man." 

MERTZ'  MAGAZINE,  Los  Angeles,  California.  Monthly,  $1.00  per  year,  10  cents  per 
copy.  Devoted  to  the  interests  of  Pacific  Coast  Advertising.  Articles  on  advertising  for 
all  kinds  of  advertisers.  All  the  news  of  advertisers'  doings  in  the  West. 

PRINTERS'  INK,  10  Spruce  St.,  New  York,  N.  Y.    W'eekly,  $2.00  per  year,  5  cents  per 


WHAT    SllA',1,    A     WSINFSS    MAN     HEAD?  467 

•v.     A  journal  for  advertisers,  commonly  called  "The  Little  Schoolmaster  in  the  Art 

Advertising."  Contains  weekly  departments  of  art  (illustrated  advertisements)  crit- 
;ind  ready-made  advertisements.  Special  articles  covering  all  phases  of  adver- 
:isin^  for  all  kiihls  of  biisinc-s. 

1'ijoi  nxni.i:  An\  i  :u  TI-IN<;,  lioston.  Mass.  Monthly.  *2. 00  per  year,  20  cents  a  copy. 
The  maga/inc  of  pul>licity,  devoted  exclusively  to  the  interests  of  advertisers  and  pub- 
lishers. A  large  number  of  half-tone  reproductions  of  advertisements  and  advertising 
matter  illustrated  each  month.  Good  articles  on  advertising  in  all  its  phases.  Current 
items  (if  interest  to  advertising  men  and  publishers. 

l'i;<><;iu.ssi\  i;  ADVKUTISIM;  A\I>  OITDOOU  l'i  T.I.K  ITY,  120  Chancery  Lane,  London, 
W.  ('.  Kngland.  Monthly,  (is.  (id.  per  year.  A  periodical  of  progress  in  all  phases  of 
Publicity. 

PUBUCEKl  1'rm.K  ii  v.  Montreal,  P.  Q.,  Canada.  Monthly,  $2.00  per  year.  Pub- 
lished in  both  French  and  Knglish.  column  for  column.  Practical  and  critical  review  of 
the  art  of  advertising.  Special  articles  on  the  subject  of  advertising. 

'I'm:  ADVI.KTISIM;  WOULD,  Columbus,  Ohio.  Monthly,  35  cents  per  annum.  Sample 
copies  upon  request.  A  journal  of  news,  suggestions  and  criticisms  for  advertisers. 
This  little  journal  is  particularly  valuable  to  retail  advertisers,  as  it  contains  each  month 
a  ureat  many  ideas  and  clever  advertising  schemes. 

THE  CAXADI  \\  I'KIN  i  i:it  AND  PIHI.ISHER,  232  McGill  St.,  Montreal,  P.  Q.,  Canada. 
Monthly,  S^.IKI  per  year.  Prints  special  articles  on  advertising  and  has  regular  "depart- 
ment of  advertising — printing." 

THE  INLAND  I'KINTKU,  1:50  Sherman  St.,  Chicago,  111.  Monthly,  $3.00  per  annum. 
Sample  copies  -,'.">  cents.  While  this  monthly  is  devoted  to  the  printer  and  publisher 
every  student  of  advertising  should  see  it  regularly.  It  features  fine  displays  in  printing 
and  advertising  matter. 

Tin:  MAIL  ORDER  JOURNAL,  109  Randolph  St.,  Chicago,  111.  Monthly,  $1.00  per 
year,  10  cents  per  copy.  The  American  magazine  of  advertising.  Features  mail  order 
advertising.  Educational  articles  on  advertising  subjects. 

TIIK  Nvno\\i.  ADVERTISER,  32  W.  Twenty-Fifth  St.,  New  York,  N.  Y.  Weekly, 
50  cents  per  year,  5  cents  per  copy.  A  weekly  newspaper  for  advertisers.  Favors 
newspaper  advertising.  News  items  for  advertising  men  and  publishers. 

THE  NOVELTY  NEWS,  171  Washington  St.,  Chicago,  111.  Monthly,  $1.00  per  year, 
10  cents  per  copy.  The  only  magazine  devoted  exclusively  to  the  interests  of  advertising 
novelties  and  advertising  appliances.  Each  number  contains  novel  sales  plans  showing 
how  best  results  are  obtained  from  the  use  of  advertising  novelties.  The  latest  ideas  in 
novelties  are  reproduced  by  word  and  picture.  Some  of  the  regular  departments  deal 
with  premium  goods,  souvenirs,  fans,  calendars,  signs,  post  cards,  etc. 

THE  OVERLAND  MONTHLY,  Allentown,  Pa.  Monthly,  $1.00  per  year.  Special 
articles  on  mail  order  advertising. 

WHITE'S  SAYINGS,  Seattle,  Wash.  Monthly,  25  cents  per  year.  A  journal  of  adver- 
tising and  business  methods.  Articles  on  advertising  in  all  kinds  of  mediums.  Contains 
"Rusty  Mike's  Diary"  which  should  be  read  monthly  by  every  advertiser. 


TRADE  JOURNALS 

AMERICAN  INDUSTRIES,  170  Broadway,  New  York,  N.  Y.  Twice-a-month,  $1.00  per 
year.  Published  in  the  interests  of  manufacturers  and  contains  articles  on  advertising 
ways  and  means  particularly  interesting  to  them. 

AMERICAN  JEWELER,  373  Dearborn  St.,  Chicago,  111.  Monthly,  $1.00  per  year. 
Sample  copies  upon  request.  Gives  occasional  space  to  technical  features  of  advertising. 

BUSINESS  AND  FINANCE,  New  York,  N.  Y.  Monthly,  $1.00  per  year.  Devoted  to 
bushiess,  corporate  and  investment  interests.  Special  articles  on  advertising,  invest- 
ments, real  estate,  etc. 


468  HOW  TO  ADVERTISE  A  RETAIL  STORE 

CANADIAN  CIGAR  AND  TOBACCO  JOURNAL,  26  W.  Adelaide  St.,  Toronto,  Ont.,  <  'anada 
Monthly,  $1.00  per  year.  Sample  copies  upon  request.  Special  articles  each  month  on 
advertising  and  window  trimming. 

CLOTHIER  AND  HABERDASHER,  26  W.  Adelaide  St.,  Toronto,  ( )nt.,  ( 'anada.  .Monthly. 
$1.00  per  year.  Sample  copies  on  request.  Has  regular  department  of  advertisement 
criticism;  runs  special  articles  on  newspaper  and  other  species  of  advertising;  feature* 
window  trimming. 

CHICAGO  APPAREL  GAZETTE,  Chicago,  111.  Twice  a  month,  $2.00  per  year.  Special 
articles  on  advertising;  regular  departments  of  "Clever  Sayings"  culled  from  current 
advertisements;  department  "With  the  Retailer;  what  he  is  doing  to  gain  trade,"  con- 
tains numerous  sales  plans  used  by  retailers  from  all  parts  of  United  States. 

DRY  GOODS  REPORTER,  203  Fifth  Ave.,  Chicago,  111.  Weekly,  *:!.<)<)  per  year.  A 
special  article  weekly  on  advertising  by  "The  Tramp,"  also  sj>ecial  article-  on  and  repro- 
ductions of  advertising  matter  and  window  trims. 

DRY  GOODS  ECONOMIST,  New  York,  N.  Y.  Weekly,  $5.00  per  year.  Has  regular 
departments  on  advertising,  window  dressing  and  wide-awake  retailing.  Department 
of  advertisement  criticism.  Contains  very  much  information  of  value  to  all  retailers, 
although  especially  interesting  to  dry  goods  merchant-. 

DRY  GOODS  RECORD,  Montreal,  Que.,  Canada.    Monthly,  $1.00  per  year.     Special 
articles  on  advertising  and  window  dressing. 

EDUCATION  IN  BUSINESS,  Peoria,  111.  Monthly,  50  cents  per  year.  A  maga/ine  of 
business  inspiration.  Special  articles  on  advertising  subject-. 

GENERAL  MERCHANTS'  REVIEW,  315  Dearborn  St.,  Chicago,  111.  Published  every 
other  Friday.  50  cents  per  year.  An  independent  pajx-r  for  the  general  merchant. 
Special  articles  on  advertising  and  window  trimming  for  retail  merchants.  Regular 
department,  "Advertising  Assistance." 

GROCERS'  MAGAZINE,  Grocers'  Exchange,  Boston,  Mass.  Monthly,  $1.00  per  year. 
Special  advertising  topics  of  interest  to  grocers  di.scus-<-<|  each  month. 

MODERN  METHODS,  88  Griswold  St.,  Detroit,  Mich.  Monthly.  ."»<>  cents  per  year. 
Sample  copies  upon  -request.  A  monthly  magazine  of  practical  thought  and  suggestion 
for  business  men.  Special  articles  on  advertising. 

MICHIGAN  TRADESMAN,  Grand  Rapids,  Mich.  Weekly,  $2.00  j>er  year.  Sample  copies 
upon  request.  Special  articles  on  advertising.  Regular  department  of  window  trimming. 

MEN'S  WEAR,  621  Broadway,  New  York,  N.  Y.  Twice  a  month.  $•,'.<>(>  per  year. 
Samples  upon  request.  Special  articles  on  advertising  and  window  trimming.  Quote- 
clever  sayings,  introductions  and  interesting  items  from  current  advcrti-enient-. 

PRACTICAL  DRUGGIST,  108  Fulton  St.,  New  York,  N.  Y.  Monthly,  $1.00  per  year. 
Sample  copies  upon  request.  Special  articles  on  advertising  and  window  trimming. 

PUBLISHER  RETAILER,  24  East  21st  St.,  New  York,  N.  V.  Monthly,  $1.00  per  year. 
Special  articles  on  advertising  for  the  book  and  stationery  trades. 

SYSTEM,  Chicago,  111.  Monthly,  $2.00  per  year,  20  cents  per  copy.  A  monthly 
magazine  for  the  man  of  affairs.  Special  articles  on  advertising  for  different  line-  ..f 
trade.  Articles  on  system  in  the  advertising  department. 

SHOE  TRADE  JOURNAL,  154  Lake  St.,  Chicago,  111.  Twice  a  month,  $1.00  per  year. 
Sample  copies  upon  request.  Special  articles  on  advertising  and  window  trimming. 
Features  scheme  advertising. 

SELLING  MAGAZINE,  Postal  Telegraph  Building,  New  York,  N.  Y.  Monthly.  $1.00 
per  year.  Samples  upon  request.  .  Devoted  to  the  marketing  of  machinery,  tools,  equip- 
ment and  supplies.  Articles  on  advertising  in  trade  and  general  publications  relating  to 
the  above  mentioned  articles. 

SHOE  AND  LEATHER  GAZETTE,  412  North  Ninth  St.,  St.  Louis,  Mo.  Weekly,  $1.00 
per  year.  Regular  department  "Material  for  your  ads"  being  arguments  culled  from 
various  sources. 

SOUTHERN  FURNITURE  JOURNAL,  High  Point,  N.  C.    Monthly,  $1 .00  per  year.     Occa- 
sional articles  on  advertising  and  window  trimming  for  furniture  dealers. 


WHAT    SHALL    A    BUSINESS    MAN    READ?  469 

THK  API-AREL  RETAILER,  1 1  Columbia  St.,  Boston,  Mass.  Monthly,  $1.00  per  year. 
Special  articles  on  advertising  and  window  dressing  for  merchants  handling  any  class  of 
wearing  apparel. 

THE  Mi  SIXKSS  M A<;\/.I\K.  232  McGill  St.,  Montreal,  P.  Q.,  Canada.  Monthly,  $2.00 
per  year.  Occasional  articles  on  advertising. 

Tin:  BI-SINKSS  MAN'S  MAGAZINE,  Detroit,  Mich.  Monthly,  $1.00  per  year,  10  cents 
per  copv.  Contains  many  articles  on  advertising  and  system  that  are  of  value  to  business 
men. 

THE  CANADIAN  SHOE  AND  LEATHER  JOURNAL,  Toronto,  Ont.  Monthly,  $1.00  per 
year.  Contains  regular  departments  on  advertisement  criticism  and  store  management; 
occasional  articles  on  advertising  and  window  trimming. 

THE  CINCINNATI  Tu  \m.  Ki:\  n:w,  124  Government  Place,  Cincinnati,  Ohio.  Monthly, 
2.1  cents  per  year.  Special  articles  on  advertising  and  window  trimming. 

THE  CLOTH  IKK  \\i>  Fi  KMSIIKH,  13  Astor  Place,  New  York,  N.  Y.  Monthly,  $2.00 
per  year.  Special  articles  on  advertising.  Has  departments  "What  others  are  doing;" 
"Hints  on  advertising;"  "Art  in  window  dressing;"  "Window  cards." 

THK  DKI-AKTMKN-T  STORE  REVIEW,  199  Pearl  St.,  Buffalo,  N.  Y.  Monthly,  $1.00 
per  year.  Sample  copies  upon  request.  Has  a  regular  department  under  the  heading, 
"Publicity,"  in  which  department  store  advertisements  of  note  are  reproduced.  Under 
the  heading.  "What  the  Big  Stores  are  Doing,"  appears  a  large  number  of  the  introduc- 
tions and  sales  plans  as  outlined  in  the  advertisements  of  the  big  stores. 

THE  DRY  GOODSMAN  AND  GENKKAK  MERCHANT,  412  North  Ninth  St.,  St.  Louis, 
Mo.  Weekly,  $2.00  per  year.  Special  articles  on  advertising  and  window  trimming. 

THE  GRAND  RAPIDS  Fi  KMTIKE  RECORD,  Grand  Rapids,  Mich.  Monthly,  $1.00 
per  year.  One  of  the  finest  trade  papers  published  in  America.  Devotes  consider- 
al>le  space  to  the  subject  of  advertising  in  all  its  phases.  Has  regular  departments, 
"Schemes  to  draw  trade  to  the  store;"  "Window  trimming;"  "Advertising  and  store 
methods." 

THE  HABERDASHER,  19  Union  Square,  New  York,  N.  Y.  Monthly,  $3.00  per  year. 
Prints  many  special  articles  on  advertising  and  window  trimming  for  the  haberdasher. 
Reproduces  window  trims  of  high  class  decorators.  Regular  department,  "Window 
Wonder  Workers." 

THE  ILLUSTRATED  FOOTWEAR  FASHION,  147  Summer  St.,  Boston,  Mass.  Semi- 
monthly, $1.00  per  year.  Special  articles  on  advertising  topics  for  shoe  dealers.  Repro- 
ductions of  shoe  advertisements. 

THE  INLAND  GROCER,  Caxton  Building,  Cleveland,  Ohio.  Weekly,  $2.00  per  year. 
Occasional  articles  on  advertising,  regular  department,  "Hits  and  Misses  in  Advertising." 

THE  JEWELERS'  CIRCULAR,  11  John  St.,  Corner  Broadway,  New  York,  N.  Y.  Weekly, 
$2.00.  Has  regular  departments,  "Retail  Jewelers'  Advertising." 

THE  MERCHANTS'  GUIDE,  Philadelphia,  Pa.  Weekly,  $1.00  per  year.  Contains 
occasional  articles  on  advertising;  has  weekly  department,  "Bright  Ideas  that  Draw 
Business." 

THE  OFFICE,  Franklin ville,  N.  Y.  Bi-monthly,  25  cents  per  year.  Sample*  copies 
5  cents  each.  Has  regular  department  on  advertising.  No  special  trade  featured  but 
subject  treated  generally. 

THE  RETAIL  COALMAN,  1431  Monadnock  Block,  Chicago,  111.  Monthly,  $1.00  per 
annum.  Sample  copies  upon  request.  Devotes  two  or  more  pages  in  exploiting  all 
forms  of  advertising  used  by  retail  coal  dealers.  Special  articles  occasionally  used. 

THE  RETAIL  DRUGGIST,  37  Hodges  Bldg.,  Detroit,  Mich.  Monthly,  $1 .50  per  annum. 
Sample  copies  upon  request.  A  regular  department  for  retail  druggists  advertising  repro- 
ducing examples  of  good  paying  and  profitable  advertising.  This  department  usually 
occupies  two  pages  and  is  made  as  complete  and  practical  as  possible. 

THE  RETAIL  GROCERS'  MAGAZINE,  36  Russell  Building,  Portland,  Oregon.  Monthly, 
$1 .00  per  year.  Organ  of  the  Portland  Retail  Grocers'  Association,  Inc.  Special  articles 
on  advertising  for  grocers. 


470  HOW  TO  ADVERTISE  A  RETAIL  STORE 

THE  RETAILERS'  JOURNAL,  36  La  Salle  St.,  Chicago,  111.  Monthly,  50  cents  per 
year.  Special  articles  on  advertising  and  window  trimming  for  groe<  i-. 

THE  SHOE  RETAILER,  183  Essex  St.,  Boston,  Mass.  Weekly.  x-.MH)  per  year.  Pub- 
lished in  the  interests  of  the  retailer.  Contains  many  articles  on  advertising  and  window 
decoration.  Maintains  regular  department  of  advertisement  criticism. 

THE  TRADER  AND  CANADIAN  JEWELLER,  26  W.  Adelaide  St..  Toronto,  Ontario.  Can- 
ada. Monthly,  $1.00  per  year.  Sample  copies  upon  request.  Maintains  a  regular 
department  of  advertisement  criticisms;  special  articles  on  advertising  and  window 
dressing. 

TRADE,  61  West  Congress  St.,  Detroit,  Mich.  Weekly.  $1.00  per  year.  lia- 
regular  "Department  of  Publicity,"  edited  by  an~advertising  socialist. 

WESTERN  DRUGGIST,  357  Dearborn  St.,  Chicago,  111.  Monthly.  $1.00  per  year. 
Sample  copies  upon  request.  Devotes  from  three  to  five  pages  monthly  to  advertising 
subjects. 

WHEATON'S  TRADE  ADVOCATE,  New  Bedford,  Ma--  Monthly.  50  «nt-  p«  r  year. 
No  free  sample  copies,  specializes  in  mail  order  advertising  for  the  smaller  mail  order  men. 

• 

NOTE.— Brains,  Deposit,  N.  Y.,  will  accept  subscriptions  to  any  of  tin-*.-  Trade  I'ajn •;-  ;it  fix- 
regular  subscription  price.  All  books  may  also  be  secured  at  the  j.rii •<•>  quoted. 


HEADLINES  AND  CATCH-PHRASES 


471 


CHAPTER   LXXVIII 


HEADLINES  AND  CATCH-PHRASES 


Values  that  ne\er  fail. 

(  'ollldll't  fail  to  please. 

VVho'll  get  the  ban-fit? 

Simple  riilt-s  in  selling. 

A  salt-  makes  a  friend. 

Worth  the  price  always. 

Look  at   tlics,-  for  style. 

Wear  for  many  seasons. 

Always  shows  its  worth. 

Try  one  for  satisfaction. 

After  tin-  Meeting  dollar. 

An  article  worth  having. 

What's  the  iix-  waiting? 

A  -ale  that's  a  sacrifice. 

Make  it  prove  its  worth. 

It's  time  you  took  them. 

Saves  you  many  pennies. 

How  much  can  you  use? 

Kasily  your  l>es|   bargain. 

Take  them  or  leave  them. 

I  sell  'em — you  wear  'em. 

Just  to  stir  'em  up  a  little. 

Prices  produce  jx>pularity. 

The  stort-  that  does  things. 

The  pinnacle  of  perfection. 

Always  sellers  and  satish'ers. 

Our  right  to  your  patronage. 

Our  idea  of  trade  expansion. 

Our  promptness  is  our  pride. 

A  price  that  gives  you  a  pri/e. 
.  Our  word  is  behind  the  quality. 

YVe  want  come-again  customers. 

Qualities  that  rank  above  price. 

Best  to  buy  because  best  to  wear. 

YVe  paid  more  than  this  for  them. 

Make  it   a  jxiint  to  examine  these. 

The  kind  we  sell — the  best  to  buy. 

Mighty  little  profit  for  us  in  these.     , 

Lucky  bargains  for  wise  shoppers. 

Economy  is  itself  a  good  revenue. 

We  are  working  for  your  good  will. 

This  will  relieve  the  financial  strain. 

Price  shocks  that  tumble  them  out. 

We  get  the  first  of  all  the  good  things. 

We  bought  them  all — we'll  sell  them  all. 

Two  minutes'  time  will  serve  to  show  you. 

You  can  make  more  than  we  do  on  this  sale.' 

The  last  of  the  old  stock— the  best  of  the 
new. 

We're  here  to  stay  and  wre  want  you  to  come 
often. 

We've  got  what  you  want — you've  got  what 
we  want. 

There's  much  satisfaction  in  having  the  best 
you  can  get. 

We  have  them  now — others  will  have  them 
later — maybe. 

Our  counters  are  crowded;   these  figures  will 
disperse  the  crowd. 


On  top  of  the  heap. 

Next  thing  to  a  gift. 

The  secret  of  selling. 

Behold  how  beautiful. 

Merchandise  magnets. 

A  golden  rule  triumph. 

Seasonable  suggestions. 

Look  at  them,  anyway. 

Make  every  cent  count. 

We  know  no  bad  goods. 

Y\  e  know  they'll  satisfy. 

Our  facilities,  unexcelled. 

No  use  going  elsewhere. 

The  price  makes  it  easy. 

A  cut  that  means  selling. 

You'll  like  to  own  them. 

We  cut  it  to  a  low  figure. 

Try  them  for  all  reasons. 

Summery  and  serviceable. 

Our  best  recommendation. 

F.\ery  sale  makes  a  friend. 

Ideaf  things  for  ideal  days. 

Made  for  wear  and  beauty. 

We'll  soon  have  them  sold. 

Perfect  goods  for  fair  cost. 

Want  to  save?     We'll  help. 

Dull  goods  at  bright  prices. 

Ask  for  what  you  don't  see. 

Cost  more  and  wear  longer. 

Talk  of  beauty — how's  this? 

Always  looking  for  the  best. 

No  one  should  seek  further. 

Fresh  things  for  spring  wear. 

Not  a  bad  one  among  the  lot. 

Our  best  efforts  are  for  you. 

A  clean-out  of  basement  dress  goods. 

Ask  "How  good?"  not  "How  cheap?" 

The  face  grows  fair  as  the  body  fares. 

To  feel  bright,  eat  well  and  dress  light. 

Active  work  promotes  hearty  appetite. 

The  hammock  is  a  needed  summer  item. 

Sharp  reduction  on  boys'  high-grade  suits. 

If  you  eat  well,  you  will  feel  well  and  act  well. 

Most  invalids  should  eat  before  going  to  bed. 

Unquestionably  the  clothing  event  of  the 
season. 

Modern  methods  distinguish  these  suits  from 
the  rest. 

Cheap  groceries,  like  cheap  help — cost  more, 
serve  least. 

Liberal  dealing  at  the  grocer's  lessens  the 
doctor's  bill. 

Light,  cool,  airy,  ready-to-wear  garments  at 
attractive  prices. 

Beautifrl  and  appropriate  wedding  presents 
at  about  half  price. 

Most  gigantic,  most  stupendous,  most  re- 
markable clearance  sale  it  was  ever  your  luck 
to  attend. 


472 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Artistic  draperies. 

Miles  of  linoleums. 

Ward  off  wintry  winds. 

Regular  "old-shoe"  fits. 

Feeling  the  public  pulse. 

Choose  now — settle  later. 

We  guarantee  the  quality. 

Potatoes  are  low,  buy  now. 

Courteous  treatment  to  all. 

Table  raisins,  soft  and  silky. 

Butter  with  the  June  flavor. 

Malaga  grapes  are  fine  now. 

Selling  good  shoes  for  little. 

Do  your  holiday  buying  here. 

Get  our  price  before  you  buy. 

Stylish,  new  wearing  apparel. 

Newest  thing  in  dress  goods. 

Most  correct  models  in  skirts. 

Dainty  silks  at  fetching  prices. 

New  nuts — no  old  ones  in  ours. 

The  hosiery  event  of  the  season. 

Oxfords  at  money-saving  prices. 

Women's  suits  at  clearance  prices. 

Our  methods  keep  our  prices  low. 

We  do  not  try  to  cover  up  defects. 

You  can  buy  your  vegetables  here. 

Best  of  clothing  for  particular  men. 

Teas  that  please  the  most  particular. 

A  full  line  of  California  dried  fruits. 

High-grade  seasonable  merchandise. 

Tempting  bargains  for  housekeepers. 

Summer  furniture  attractively  priced. 

Cheese  that  will  give  zest  to  your  lunch. 

Better  values  in  —      —  than  ever  before. 

There's  warmth  and  style  in  every  piece. 

You  need  not  hesitate — the  risk  is  ours. 

You'll  buy  most  where  you  can  buy  best. 

Stock-taking  shows  these  goods  must  go. 

Interesting  price-news  from  the  basement. 

Calm  comparison  strengthens  our  claims. 

Everybody  welcome,  and  something  for  all. 

Elegantly  tailored  suits  at  underselling  prices. 

Some  interesting  reductions  in  sporting  goods. 

Money  refunded  if  goods  are  not  satisfactory. 

Phenomenal  values  in  desirable  merchandise. 

Trading  here  will  help  to  make  you  wealthy. 

A  trial  order  will  make  you  a  regular  customer. 

We  want  your  trade  and  will  treat  you  right. 

Early  mention  of  men's  two-piece  summer 
suits. 

Fine  clothes  can  not  pacify  a  neglected 
stomach. 

Fine,  fresh,  new  mattings  at  remarkable  bar- 
gain prices. 

Message  from  Allentown's  most  homelike 
boys'  department. 

Every  penny  now  when  your  heart  is  likely  to 
outrun  your  purse. 

The  sinking  sensation  in  sleeplessness  is  often 
Nature's  cry  for  foot!. 

Don't  forget  that  the  best  is  the  cheapest,  and 
the  first  wealth  is  health. 

The  reading  of  our  ads  is  profitable  business, 
if  you'll  heed  what  we  say. 

Since  boys  must  be  hard  on  their  clothes, 

their  clothes  must  be  put  together  hard  and  fast. 

We  give  a  continuous  performance  of  good 

value.     Select  the  best  and  then  stick  to  it;    a 

little  of  everything  is  worse  than  nothing. 


Artistic  arrays. 
A  daily  exposition. 
Take  it  and  test  it. 
Selected  to  suit  you. 
A  room-making  sale. 
Genuinely  gratifying". 
Tempting  and  tender. 
The  whole  story  in  brief. 
Slim  prices — stout  values. 
In  pursuance  of  our  |>olicy. 
The  choice  of  the  careful. 
Carefully  courteous  clerks. 
An  invitation  to  investors. 
They'll  outwear  the  buyer. 
A  startling  <-lear;m<-i-  sale. 
We  are  popular  purveyors. 
Buy  them  for  their  beauty. 
For  men  of  modest  means. 
Odd  pieces  at  odder  prices. 

Helpmeets  for  liollie-llial 

Good  cheer  goes  with  th< 

Can't  we  induce  a  trial  order- 

Quick  alterations,  if  <|esjra!»le. 

The  prices  are  mere  skeletons. 

The  onlv  limit  is  on  the  price. 

Concessions  to  ca-h  customers. 

Here's  M  rousing  season  opener. 

Another  great  iron  Ix-d  bargain. 

Cash  is  the  axle  grease  of  business. 

A  square  deal  for  a  round  dollar. 

Prico  t,M>  small  to  ca-t  a  slia,jo\v. 

Whatever  we  ought  to  have  is  liere. 

A  shoe  supremacy  most  pronounced. 

Hammocks  are  much  chea|>cr  here. 

Sweeping  price  cuts  are  now  the  rule. 

A  magnificent  lot  of  magnificent  suits. 

Best  productions  of  the  Ix-st  product*. 

The  better  known  the  more  approved. 

Matchless  cut  prices  on  Inns'  clothing. 

These  prices  unite  luxury  with  economy. 

Only  one  thing  is  chea]K'n«l — the  prices. 

It  is  a  freeze-out  now.     Prices  drop  to  /.ero. 

A  fair  exchange— our  goods  for  \oiir  money. 

The  better  the  grade,  the  bigger  the  trade. 

This  clothing  slaughter  brings  the  crowds. 

Prices  so  low  no  one  can  afford  to  steal  them. 

A  dollar's  worth  for  a  dollar  in  every  article. 

Facts  that  are  truths,  values  that  are  intrinsic. 

You  get  just  what  we  tell  you,  or  money  back. 

Others  nave  the  same  goods,  but  at  higher 
prices. 

Now  is  a  good  time  for  a  little  quiet  l«x»king 
around. 

If  they  weren't  worth  the  money  they  wouldn't 
be  here. 

Don't  come  here  first,  but  don't  buy  l>efore 
you  get  here. 

You  are  as  good  as  the  next  man ;  what  others 
have  done  you  can  do. 

Wre  sing  our  holiday  song  to  the  tune  of 
"Choice  Gifts  at  Moderate  Prices." 

Gifts  that  will  carry  joy  and  contentment  to 
the  hearts  of  their  happy  recipients. 

The  moment  you  cheapen  a  piano  in  tone  or 
durability,  it  becomes  dear  at  any  price. 

You  can't  travel  regardless  of  your  feet.  To 
attempt  it  would  be  a  feat  doomed  to  defeat. 

Our  rings  are  so  delightfully  tempting  that 
you  can  hardly  keep  your  fingers  out  of  them. 


HEADLINES  AND  CATCH-PHRASES 


473 


Needed  notions. 
Delicion.-  rcli>h. 
Kxccllent  suit  cases. 
Clearing  wash  goods. 
A  rare  piano  bargain. 
A  real  piano  opportunity. 
Marvelous  stock-reducing. 
Paints  at  wholesale  prices. 
Extraordinary  waist  values. 
Marked  reductions  in  prices. 
Astonishing  buying  eliances. 
Sonic  very  attractive  values. 
Stock  reducing  sale  of  linens. 
Uainty.  inexpensive  garments. 
Household  cottons  priced  low. 
Ixw-priced  shirts  for  big  men. 
A  few   elegant   pure  linen  suits. 
The  smallest  prices  ever  quoted. 
I'rices  averaging  half  usual  cost. 
Smart  curtains  at  fetching  ])rices. 
Matchless  values  in  parlor  suites. 
Parents,  shoe  Yin  ami  let  'cm  run. 
A  marvelous  value  in  shirt  waists. 
Attractively  priced  rummaged  lots. 
I. .ice  curtains  far  below  usual  cost. 
Bargains  that  are  gocxl  investments. 
The  best  range  for  the  least  money. 
I.cvs  expensive  carpet  and  rug  section. 
Exceptional  values  in  pretty  hangings. 
\  multitude  of  unniatchabic  bargains. 
Beautiful  matched  sets  of  embroidery. 
Summer  shoes  at  extremely  low  prices. 
Never  such  go<xl  napkins  at  prices  so  low. 
Sweeping  sale  of  housefurmshing  gcxxls. 
Beauty  and  comfort  in  men's  furnishings. 
Prices  averaging  half  what  they're  worth. 
Washable  house  dresses  for  little  money. 
These  offerings  eclipse  anything  ever  given. 
A  four  days'  scatteration  of  collar  buttons. 
A  wealth  of  warmth  in  the  shape  of  blankets. 
Better  cigars  for  less  money  than  ever  before. 
Constantly    increasing   sales    prove   its    high 
merit. 

"A  hit"  with  the  young  men:    Our  varsity 

Styles. 

This  price  appeals  to  the  most  economical 
buyers. 

We  welcome  visitors.  They  become  cus- 
tomers. 

We  increase  your  purchasing  power  by  our 
low  prices. 

Our  business  success  is  due  to  quality,  ser- 
vice, price. 

We  appreciate  your  liberal  patronage.  Bring 
your  friends. 

"The  truth  always" — our  motto  about  any 
goods  we  sell. 

We  please  our  patrons  by  giving  them  their 
money's  worth. 

Buy  before  the  price  goes  higher — save  money 
by  buying  now. 

You're  always  welcome  at  our  store — come 
and  look  around,  whether  you  buy  or  not. 

The  cool,  summery-looking,  attractive,  wash- 
able four-in-hands. 

Handsome  summer  garments  at  prices  that 
mean  good  savings. 

If  the  holiday  elephant  stepped  on  your  purse, 
you  will  appreciate  the  saving  here. 


Worth  wins. 

I*urse  pleasers. 

Wearable  colors. 

Not  hard  to  buy. 

Well  worth  while. 

Resistless  reasons. 

Never  sold  for  less. 

Purchased  to  please. 

Sold  so  you  can  buy. 

Saving  in  every  one. 

Not  a  bad  one  here. 

A  bargain  collection. 

Clean  and  charming. 

Saved  for  this  season. 

None  know  its  equal. 

The  good  of  us  both. 

Cut  in  the  cost  price. 

Buying  is  a  pleasure. 

Counting  the  pennies. 

Spring  serviceableness. 

Elegant  hats  half  price. 

Quality  first — price  afterwards. 

Washable  suits  for  little  fellows. 

A  great  rattling  among  the  china. 

Another  big  day  in  the  wash  laces. 

It  will  pay  you  to  come  just  to  see. 

Economies  on  desirable  merchandise. 

Tempting  prices  on  ladies'  garments. 

A  great  sale  of  notions  at  special  prices. 

Style,  desirability,  and  quality  in  rugs. 

Stamped  and  tinted  linens  far  below  naif. 

It  will  pay  you  still  better  to  come  to  buy. 

Attractive  price  marking  on  second  floor. 

Compare  our  goods  with  others.  We'll  sell 
you. 

Tidings  of  more  than  passing  interest  are  here 
told. 

Hats,  foreign  model  with  Americanized  ele- 
gance. 

Terse,  truthful  tales  are  the  succeeding  para- 
graphs. 

We  aim  to  make  you  happy  by  making  your 
feet  glad. 

Light  weight,  pretty  and  inexpensive  com- 
fortables. 

Derby  and  Fedora  hats  flying  out  of  the  store 
on  Friday. 

Arouse — be  alive  to  your  interest.  Just 
think  $— . 

Undisputed  champions  of  service  and  real 
hard  wear. 

Wromen's  silk  hosiery — good  qualities  at  low- 
ered prices. 

A  magnificent  display  of  women's  choice  sum- 
mer apparel. 

A  cool  and  comfortable  suit  of  clothes  for 
these  hot  days. 

We  expect  to  be  busy  as  bees  in  the  staple 
section  to-morrow. 

Befriend  your  pocketbook  by  availing  yourself 
of  this  opportunity. 

Poor  coal — bad  temper.  Our  customers  are 
always  good-natured. 

Friday,  the  store  will  hum  with  the  brisk 
bustle  of  busy  shopping. 

Nothing  more  comfortable,  serviceable  or 
popular  in  summer  footwear. 

More  shoe  comfort  and  goodness  than  you 
ever  dreamed  possible  for  the  price. 


474 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Solid  fact  bargains. 

Newest  of  new  styles. 

Rainbow  of  low  prices. 

Best  of  the  best— can't  be  beat. 

The  best  that  come  over  the  pike. 

Here  the  quality  question  is  settled. 

They  are  "all  right,"  there's  a  record  back 
of  them—its  good. 

Nothing  but  the  best  because  we  won  t  buy 
or  sell  anything  else. 

Bonds  and  stocks  are  uncertain— our  '  five- 
dollar"  shoes  are  not. 

It's  to  your  interest— might  as  well  have  the 
best — have  them  right. 

Bought  more  than  we  have  fold — closing  out 
the  remainder  at  $ — . 

Thinking!  Delays  are  dangerous.  We're 
going  at  $ —  while  we  last 

You  will  thank  us  for  the  bargain  every  time 
you  wear  them — three  dollars. 

Don't  be  a  clam!  Clams  never  move!  Move 
about  in  our  shoes  and  be  happy. 

The  growth  of  our  business  indicates  confi- 
dence— every  man  and  woman  in  town  trades 
here. 


Walk — rest  easy. 

Popular  price  prettiness. 

Shapes  of  swan-like  grace. 

Fire  destroys — insurance  rebuilds. 

A  golden  opix>rtnnity — to-day  only  $2. 

Indisputable  leaders — style,  quality  and  price 
unequaled. 

Take  a  look — see  any  better  line  of  shoes  any- 
where eU<-  ;- 

They  have  created  a  furor  at  the  price — dirt 
cheap  at  $ — . 

The  most  eloquent  talkers  we  have  are  style — 
quality — price. 

Keep  your  feet  young — our  shoes  will  re- 
juvenate them. 

It  Is  worth  your  while  to  save  half  in  shoe 
buying!  $ — . 

If  the  best  is  good  enough  f«>r  you,  then  we 
can  satisfy  ymi. 

Swell-nifty  economy  that  ticl.les — the  price 
is  just  two-fifty. 

Actual  demand  tell-!  \Ve  are  the  most  \«>\>\i- 
lar  in  the  IIOIIM-. 

You  never  made  half-dollar  easier — three- 
dollar  shoes  $2.50. 


CHAPTER  LXXIX 


INTRODUCTIONS  AND  STORE  LOCALS 

THESE  introductions  and  store  locals  are  given  here  so  that  the  busy  man  may 
find  assistance  in  writing  his  advertisements.     It  will  lx>  found  to  the  advert i-c- 
ment  writers'  advantage  to  read  over  each  item  and  check  off  th«>>e  IK-  can  find 
of  future  use!     The  shoe  dealer  may  find  an  idea  >uit:il>le  for  lii-  advert IM -iiu-nK.  from 
the  introduction  of  the  clothier  and  vice  versa.     They  are  placed  in  the  present  order 
merely  to  make  it  handy  for  reference. 


BANKS 

A  strong  bank.  Being  strictly  a  savings  bank, 
investing  in  only  the  highest  grade  of  secured 
loans  and  bonds,  this  bank  invites  your  deposit, 
whether  one  dollar  or  larger  sums,  and  interest 
allowed  on  all  savings  accounts.  Deposits  over 
one  million  dollars. — The  People's  Savings  Bank, 
Zanesvitte,  Ohio. 

Make  a  note  of  this.  Don't  lose  sight  of  the 
advantages  of  our  steel  home  safes,  for  thev  can 
help  you  add  many  a  dollar  to  your  bank  ac- 
count, and  the  process  will  not  be  at  all  painful. 
Keep  one  in  a  convenient  place  and  drop  in  a 
coin  whenever  possible.  The  contents  will  grow- 
rapidly,  and  when  we  add  4  per  cent,  interest  at 
interest  periods  the  results  will  most  assuredly 
astonish  you.  These  home  banks  or  safes  are 
free.  Ask  for  one  when  you  make  your  first 
deposit.— The  Houston  National  Bank,  Hous- 
ton, Tex. 

Many  ways.  There  are  many  ways  in  which 
a  bank  like  ours  can  be  of  service  to  its  friends 


aside  from  the  strict  lines  of  banking.  We  are 
frequently  able  to  give  counsel  in  matters  of  in- 
vestment, and  can  sometimes  save  money  to 
customers  who  take  us  into  their  confidence. 
Whether  you  bank  with  us  or  not.  we  invite  yon 
to  come  in  and  pa—  the  time  of  day  when  in  our 
neighlx>rhood. —  The  Witt  County  .\titii.nnl 
Bank,  Jolit-t.  III. 

When  to  save.  Whenever  earning  begins  sav- 
ing should  begin.  We  have  started  a  lot  of 
people  in  the  right  direction.  Some  had  never 
before  saved  anything — because  they  had  given 
the  matter  no  serious  thought.  Our  saving-  de- 
partment is  an  ideal  place  in  which  to  start  an 
account  that  may  lay  the  foundation  of  your 
fortune.  Deposits  of  one  dollar  or  more  will  lie 
received,  and  we  will  pay  you  four  ]>er  cent, 
interest  compound  twice  a  year.  Start  to  save 
now. — Commercial  National  Bank,  Pendleton, 
Ore. 

Careful  management  of  your  banking  busi- 
ness. Have  you  ever  considered  how  the  suc- 
cessful men  of  to-day  attained  their  financial 


INTRODUCTIONS   AND  STORE  LOCALS 


475 


independence?  Success  in  business  is  due  in  a 
large  deyrtv  to  the  careful  management  of  your 
hankiny^husiness.  An  account  with  the  Amer- 
ican National  Hank  of  HI  Paso  assures  absolute 
.safety  for  \oiir  money— also  careful  and  prompt 
attention  to  the  details  of  your  hanking  business. 
Four  per  cent,  interest  paid  on  certificates  of 
fapOuL-~Amtriam  Xational  Bank,  El  Paso, 
Ttxat. 

CARPETS  AND  RUGS 

Carpets  and  lings.  Yon  will  prolxibly  find 
after  moving  that  yon  will  need  some  new  cariiets; 
if  so.  we  have  a  large  range  of  samples  which  we 
would  be  pleased  to  show  you  in  I'nion,  Wool, 
Tapestry,  Brussels  and  Velvet  Pile.  We  can 
take  your  order  and  furnish  at  short  notice. 
Furthermore,  we  will  guarantee  our  prices  to  he 
the  very  lowest.  If  we  carried  the  carpets  in 
stock  they  would  cost  you  15  per  cent,  more, 
hut  by  buying  from  our  samples  you  can  save 
money.  We  carry  a  large  range  of  oil  cloths  and 
linoleums.—  Tennant  &  Clarke,  Frederickttm, 

Kermanshah  rugs.  The  weave  is  the  finest 
and  closest  known,  with  a  silkiness  and  luster 
of  the  pile  almost  equal  to  silk,  and  quite  as 
etVective.  The  old  rose  and  ivory  grouncls  are 
considered  the  finest  product  of  the  Oriental 
dyer.  We  are  showing  many  fine  specimens, 
both  in  hearth  and  car|>ct  sizes.  Our  east  win- 
dow contains  several  choice  pieces  for  the  week's 
exhibition.  The  entire  spring  BDOportatkn  of 
Oriental  rugs  and  carets  now  on  exhibition. 
Every  known  desirable  weave  will  be  found  in 
the  shx-k.  The  number  of  pieces  shown  is 
probably  the  largest  ever  brought  in  the  middle 
West,  and  every  rug  priced  on  a  strictly  com- 
mercial basis.  An  early  inspection  solicited. 
We  are  sole  agents  for  the  Owen  Davenport  and 
Bed  combined.— The  Sterling  &  Welch  Co., 
Clereland,  Ohio. 

Having  just  received  another  large  shipment 
of  nigs,  we  wish  to  call  your  attention  to  the 
bright  new  patterns  and  the  exceptionally  low 
.  prices  we  quote.  It  is  no  trouble  for  us  to  show 
you  our  complete  line  of  rugs,  as  we  have  just 
had  installed  one  of  the  latest  and  most  complete 
rug-showing  devices.  Do  not  hesitate  to  come 
in  and  look. — Frank  Sanford  &  Co.,  Spring- 
field, III. 

An  excellent  showing  of  high-grade  carpets  and 
rugs.  There  is  a  growing  tendency  to  the  use  of 
Wilton  and  Axminster  carpets  in  plain  colors, 
either  to  cover  the  entire  floor  or  made  up  into 
rugs.  WTe  are  in  position  to  have  woven  to  order 
in  one  piece  rugs  in  any  color,  size  or  quality 
desired,  either  domestic  or  imported  fabrics. 
We  carry  in  stock  the  Hartford  Saxony,  French 
and  Anglo-Indian  rugs,  which  are  woven  in  the 
regular  sizes  up  to  11-3  x  15-0,  and  can  have 
made  to  order  any  size  desired  at  prices  that  are 
much  less  than  the  Oriental  rugs. — T.  A.  Chap- 
man Co.,  Milwaukee,  Wis. 

CATERING 

June  brides!  Don't  forget  the  caterer  when 
planning  for  your  wedding.  All  kinds  of  fruit 
and  pound  cakes  made,  baked  and  prepared, 


any  style  you  wish.  Also  the  wedding  cake, 
decorated  by  an  expert,  for  a  reasonable  price, 
made  of  the  best  materials,  and  we  have  the  best 
line  of  ornaments  in  this  city  to  select  from,  no 
one  excepted.  Remember  we  serve  nothing 
but  the  best  at  reasonable  prices  at  French's 
Bakery,  \\'dferl>i/ri/.  Conn. 

A  small  sen-ice  of  ice  cream  after  a  dinner 
makes  a  most  pleasing  dessert.  The  expense  is 
small,  as  a  quart  brick  of  our  ice  cream  serves 
eight.  Phone  500.—  TJie  Palm,  Spokane,  Wash. 

CIGARS 

Talking  about  cigars  we  would  say — and  stand 
by  our  statement— that  for  a  mellow,  rij>e- 
f favored,  palate-tickling,  all  'round  satisfying 
smoke  yon  can't  pick  up  a  better  cigar  for  the 
price— 10  cents  the  one,  $2  the  box  of  25— than 
the  Miles  Standish.  I>arge  assertion  with  larger 
proof  by  thousands  of  men  who  have  tested  the 
Miles  Standish.  —  R.  B.  Kook  &  Co.,  Fargo, 
N.D. 

Do  you  smoke?  If  so,  have  you  tried  our 
Francis  Wilson  cigar?  A  regular  lOc.  seller, 
but  now  selling  for  5  cents.  If  you  have  tried 
them  you  are  a  regular  customer  and  if  you  have 
not,  come  in  and  get  one  and  you  will  be  a  cus- 
tomer. The  ladies  who  are  in  the  habit  of  buy- 
ing hubby  a  box  of  cigars  can  make  no  mistake 
in  buying  the  Franc-is  Wilson.  A  box  of  50  for 
$1.90'  WTe  sell  them  this  way  'cause  we  are 
selling  the  kind  of  cigars  you're  wanting  at 
prices  you're  tickled  to  pay.— Tucker- Jonz,  Den- 
ison,  Texas. 

The  wrapper  of  a  cigar  does  not  tell  you  the 
quality  of  the  filler.  But  we  tell  you  that  se- 
lected long  Havana  filler  is  all  that  is  used  in 
"First  Consul"  cigars.  After  you  have  smoked 
one  you  won't  have  to  be  told.  The  flavor  and 
fragrance  will  be  such  that  you  cannot  possibly 
mistake  the  quality  of  the  cigar  except  that  you 
may  think  it  a  much  higher  priced  one  than  it  is. 
— Exchange  Drug  Co.,  Montgomery,  Ala. 

An  ideal  cigar  for  the  refined  taste  and  a  slim 
pocketbook  is  the  General  Hartranft.  You  get 
as  much  satisfaction  in  fragrance  and  solid  en- 
joyment for  5  cents  from  this  well  made  excel- 
lent cigar  as  from  many  others  that  are  higher 
priced.  When  you  want  a  good,  moderate 
priced  smoke  try  a  General  Hartranft.  All 
dealers.— C.  E.  Bair  &  Sons,  Harrisburg,  Pa. 

COAL 

A  burning  success  is  coal  from  the  Kelley  coal 
yards— the  fuel  we  take  pride  in  selling  to  the 
people  of  Harrisburg.  No  dirt  (unless  you  call 
ashes  dirt)  no  slate,  no  clinkers,  and  making  a 
clean,  hot,  lasting  fire.  For  every  fuel  purpose 
our  coal  fills  the  bill  completely— and  you  get  full 
weight  and  prompt  service  here. — Kelley,  Har- 
risburg, Pa. 

We  are  not  rushed  with  orders  and  have  more 
time  to  take  extra  care  and  pains.  Wre  screen 
our  coal  free  from  dust  and  dirt  and  deliver  by 
a  careful  and  polite  driver.  Order  your  coal 
from  us.  It  will  give  you  perfect  satisfaction. — 
The  Harris  &  Gans  Co.,  South  Norwalk,  Conn. 


476 


HOW  TO  ADVERTISE  A  RETAIL  STORK 


CONFECTIONERY 

Coveted  sweets  to-day.  We  wish  to  call  your 
attention  to  two  popular  makes  of  candies  re- 
ceived by  us,  by  express  daily.  Repetti's  (the 
famous  "Royal"  Italian  candy)  and  Wiley's. 
Receiving  these  goods  fresh  every  day  warrants 
your  approval  and  purchase  when  a  box  of 
sweets  for  her  is  wanted.  Assorted  chocolates 
and  chocolates  and  bon-bons,  also  many  spe- 
cialty boxes  and  packages  of  each  make.  Phone 
or  call — a  trial  convinces. — Luhn's  Pharmacy, 
Houston,  Texas. 

Leggett's  Saturday  candy  is  pure,  wholesome, 
and  genuine,  absolutely  free  from  artificial  and 
inferior  ingredients.  Apollo  chocolates.  Fresh 
every  week  and  superior  in  quality  to  any  other 
candy,  no  matter  who  makes  it  or  what  its  price. 
Always  glad  to  prove  it  with  free  samples.  These 
chocolates  are  handsomely  packed  in  naif -pound, 
pound  and  two-pound  boxes.  —  The  Clifford 
Pharmacy,  South  Norwalk,  Conn. 

Delicious  confectionery.  Our  confections  are 
the  acme  of  the  candy-maker's  art.  Pure  and 
delicious,  they  are  always  fresh,  for  so  jxipular 
a  candy  never  remains  long  in  the  show-case. 
Rich  and  creamy,  in  all  flavors.  Carefully 
packed  in  dainty  boxes,  it  is  always  a  welcome 
gift. — The  W.  J.  Boyd  Candy  Co.,  Winnipeg, 
Can. 

CREDIT 

Credit  to  out-of-towners  Ls  cheerfully  extended 
by  the  Big  White  Store.  Then  it  is  an  easy  trick 
to  order  what  is  wanted  by  mail,  or  to  buy  in 
person — paying  at  the  end  of  each  month.  We 
will  be  particularly  pleased  to  hear  from  out- 
of-town  people  (as  well  as  Peorians)  desiring 
this  broad,  helpful  service.  Address  or  call  at 
Credit  Section,  second  floor. — Schipjter  <fr  Block, 
Peoria,  III. 

Every  man,  woman  and  child  enjoys  having 
new  clothes  at  the  new  season.  Ihere  is  no 
need  to  worry  how  you  are  going  to  supply  your 
wants  with  the  ready  cash.  By  taking  advan- 
tage of  our  easy  payment  plan,  you  are  released 
from  the  suspense  of  waiting  until  you  have  all 
the  money  to  pay  at  once.  The  problem  is 
solved.  Select  your  suit  or  the  garment  that 
you  want,  pay  a  small  amount  down,  the  balance 
in  weekly  payments.  Every  garment  has  been 
carefully  selected,  in  quality  and  workmanship, 
and  for  newness  of  style,  and  finish  there  is 
nothing  that  you  would  wish  for  after  you  have 
looked  over  our  spring  and  summer  line.  Every 
garment  is  rigidly  guaranteed,  high  grade  and 
low  priced.  If  it  is  not  as  we  say  return  it. 
Open  an  account  to-day.— SauFs,  Schenectady, 

The  silver  lining  to  this  reduction  cloud  is  that 
it  may  induce  you  to  take  advantage  of  the  ex- 
traordinary bargains  and  thereby  open  an 
account  with  us  and  pay  for  what  you  buy  in 
small  sums  weekly  or  monthly.  We're  sure  if 
you  once  know  our  method,  and  become  ac- 
quainted with  our  excellent  styles,  our  superb 
qualities  and  our  broad  guarantee  that  safeguards 
you  in  every  purchase,  you  will  look  to  us  in 
future  for  all  your  wearing  apparel,  for  you  will 


find  the  easiest  way  to  ]>ay  Ls  to  have  everything 
charged  ami  settle  in  small  sums  weekly  or 
monthly. — Gately  &  Fitzgerald,  llurrixlmry.  1'a. 
The  cleanest  store.  Subway  work  and  open 
windows  make  it  harder  than  ever  to  keep  the 
stores  along  Fuiton  Street  even  reasonably  clean 
now.  So  we  have  installed  in  the  buikhng  the 
newest  and  most  scientific  method  of  cleaning 
store.  The  vacuum  cleaning  system.  Stand- 
pij>es  run  from  basement  to  top  floor  at  con- 
venient jx>ints.  ( )n  any  lloor  a  long  rubber  hose 
may  be  attached,  and  through  the  appliance  at 
the  end  of  this  hose  a  powerful  suction,  created 
by  a  vacuum,  draws  every  hit  of  dirt.  You  can 
rub  your  [KX-ket  handkerchief  over  a  carpet  thus 
cleaned  and  not  soil  it  in  the  lea.st.  This  system 
is  used  for  cleaning  carets  and  walls  and  ceil- 
ings. IxM-srr's  has  long  been  the  coolest  and 
most  comfortable  stop-.  We  are  adding  to  its 
comfort  now  by  making  it  much  the  cleanest 
store — even  in  the  face  of  the  most  difficult  out- 
side conditions.  This  vacuum  and  compressed 
air  system  of  cleaning  may  be  applied  in  your 
own  home  as  \\rll  as  here  in  the  store.  We  are 
prepared  to  take  orders  to  outfit  you  with  a  home 
plant — or  to  send  a  wagon  to  clean  your  hoii-e 
completely  for  a  moderate  charge.  Science  is 
doing  wonders  for  comfortable  living  —  for 
sanitary  living.  And  no  study  or  trouble  or 
e\|M-nse  i>  too  great  if  it  will  keep  this  always  the 
pleasanlest  store;  if  it  \vill  a<l<l  to  our  ]M>ssj|,jl- 
ities  for  gtxxl  sen  ice  to  Brooklyn  ix-ople. — 
Frederick  IMCMT  «(•  ('<>.,  lirmiklyti.  A'.  }'. 

CURTAINS  AND  DRAPERIES 

Cottage  curtain  in  pretty  <TOS>  stri|>ed  effects. 
Then-  are  no  l«-ss  than  thirty  design*  and  com- 
binations of  strijies  and  colorings  in  this  collec- 
tion. Surely  you  can  see  no  more  than  this  in 
any  other  store  here  or  in  New  York.  <  'olorings 
to  suit  any  room,  no  matter  what  your  decorative 
scheme.  These  striped  curtains  are  fine  for 
windows  or  doors,  and  they  may  IK-  had  in  many 
different  weaves,  including  xnowflake  and  shaki. 
There  are  also  strijK-s  and  grounds  of  cream, 
blue,  red.  rose  and  green. — JIahne  <fr  <'<>., 
.\firurk,  X.  J. 

Summer  portieres  and  draperies  make  your 
rooms  cool  and  inviting  with  the  added  distinc- 
tion of  grace  and  beauty,  and  are.  therefore, 
almost  indispensable  with  those  whose  homes 
are  dressed  with  an  air  of  elegance.  Of  all 
summer  curtains,  portieres  are  the  real,  ideal 
summer  draperies,  because  they  are  the  coolest, 
cleanest  and  most  graceful  of  all.  We  have 
many  beautiful  patterns  from  which  to  select 
at  prices  within  the  reach  of  all. — Kaufman's, 
Trenton,  N.  J. 

The  magnificent  values  we  are  offering  in  lace 
curtains  have  kept  this  department  busy  with 
us.  The  values  are  exceptional,  and  the  pat- 
terns unusually  pretty.  See  these  great  special- 
for  to-day's  selling. — Sullivan' 9,  Springfield, 
Ohio. 

Splendid  range  of  Swiss  Curtains  from  $2.50 
to  $50.00  j>er  pair.  Our  elegant  curtains  in 
Swiss  are  exceptionally  attractive.  The  hand- 
some designs  are  offered  in  a  big  variety  of  the 


INTRODUCTIONS  AND  STORE  LOCALS 


477 


smartest  and  newest  ideas,  eloquently  expressed 
in  tlie  tinest  decree.  The  \\eaves  are  prettily 
interlaid  in  firmest  texture  with  the  matchless 
designs.  You  must  see  our  Swiss  lines.  The 
most  elaborate  and  intricate  patterns  —  marvel- 
niisly  beautiful  —  must  be  really  seen,  though,  to 
obtain  any  kind  of  correct  impression  of  the  true 
loveliness  of  these  exquisite  goods.  —  Hud-soli's 
]>ai/  Cttiitf>ai:ij,  I  \'i  niii/n'y,  Can. 


DENTISTRY 

Keally  fine  dentistry  is  not  found  on  the  bar- 
gain counter.  For  satisfactory,  durable  work 
you  have  to  look  up  the  dentist  who  has  the 
practical  experience,  the  scientific  knowledge, 
the  ex]H-rt  skill  to  do  satisfactory  work.  Backixl 
l>y  fifteen  years'  practical  experience,  the  Melding 
style  of  dentistry  has  stood  the  test.  Your 
friends  will  tell  yon  that  our  equipment  —  our 
service  —  and  prices  are  right.  —  Bmdvtff,  fftr  Den- 

tist. Bodutttf,  A'.  )'. 

Dental  hints.  Our  artificial  teeth  are  like 
your  own,  only  they  do  not  ache.  For  health 
you  must  have  good  teeth.  We  use  the  best 
materials  and  workmanship.  1'ainlcss  extrac- 
tion and  work  guaranteed.  Cleansing*  and  ex- 
aminations free.  —  Dr.  C.  C.  Smith,  San  Ber- 
nardino, (  '<;/. 

Our  plates  fit  perfectly  and  have  a  natural  and 
lifelike  appearance.  If  your  plate  is  loose  we 
can  make  one  which  will  satisfy  you.  Our 
specialist  is  the  best  in  Canada  and  can  supply 
you  with  a  piece  of  crown  and  bridge  work 
which  will  be  beautiful  in  its  apj>earance  and 
g(xxl  for  a  lifetime.  Our  fillings  stay  where  we 
put  them.  Our  extracting  specialist  can  re- 
move any  tooth  yon  bring  along  and  use  methods 
which  make  it  absolutely  painless.  —  New 
Method  Dental  Parlors,  }\'inuij>eg,  Can. 

DRUGS 

Good  grooming  of  the  hands.  To  have  beau- 
tiful finger  nails  does  not  mean  that  you  must 
have  them  attended  to  each  time  they  need  it,  by 
an  expert.  There  is  a  lot  of  manicuring  you  can 
do  yourself.  (Jo  to  an  expert  once  every  now 
and  then  and  the  balance  of  the  time  take  care 
of  your  finger  nails  yourself.  You  can  buy  all 
the  necessary  implements  from  us.  We  carry 
a  full  line  of  scissors,  curved  or  straight;  files  of 
all  sizes,  also  buffers.  We  have  the  paste  and 
powder  finishings.  Come  and  examine  them  — 
you  will  save  money  in  the  end.  —  W.  D.  White  & 
Co.,  Wilkes-Barre,  Pa. 

Prescriptions  comjKmnded  by  us  are  abso- 
lutely according  to  the  physician's  orders.  They 
are  double  checked  and  none  but  experienced 
pharmacists  are  here  to  prepare  your  prescrip- 
tions. —  Waldron,  Denison,  Texas. 

Rexall  cold  cream  is  the  best  for  sunburn. 
It  takes  the  burn  right  out,  soothes  the  skin  and 
leaves  it  soft  and  cool.  Nothing  better.  Don't 
be  afraid  of  "Old  Sol."  Defy  him  with  Rexall 
cold  cream.  —  Kingston,  Denison,  Texas. 

Who  puts  up  your  prescriptions?  Is  the  man 
who  compounds  your  prescriptions  as  competent 
in  his  line  as  the  doctor  you  employ  is  in  his  ?  He 


should  be.  If  you  employ  a  high-priced,  expert 
architect  to  draw  plans  you  certainly  wouldn't 
let  the  contract  for  building  out  to  a  third-rate 
builder.  Isn't  health  and  life  even  more  im- 
portant than  a  house?  Prescriptions  brought  to 
our  dependable  stores  will  receive  the  attention 
of  thoroughly  educated  pharmacists — men  who 
are  not  only  graduates,  but  who  have  had  years 
of  pharmaceutical  experience.  Our  prices  are 
just  as  low  as  the  service  is  reliable. —  The  Gor- 
don-M  itc/ic//  Drug  Co..  }\'innipeg,  Can. 

An  ix-can  plunge  would  be  real  refreshing 
and  invigorating  this  warm  weather,  wouldn't 
it?  Get  some  of  our  Woodland  Violet  Sea  Salt 
and  have  your  sea  bath  at  home.  This  is  genu- 
ine sea  salt,  too.  The  same  that's  in  the  ocean 
water — it's  the  residue  from  evaporated  sea 
\\ater,  perfumed  with  woodland  violet.  Very 
refreshing  and  invigorating. — Hanna,  Denison, 
Texas. 

A  summer  comfort.  Deutsch's  antiseptic 
cream  is  the  best  friend  of  the  autoist,  bather, 
golfer,  tennis  player  and  all  who  are  apt  to  be 
bothered  with  sunburn.  It  cools  and  refreshes 
the  skin  and  quickly  restores  it  to  normal  con- 
dition.— Deutsch's,  Cleveland,  Ohio. 

In  medicine  be  careful  what  you  buy  and 
where  you  buy  it.  It  is  not  only  important  that 
you  get  the  best  values,  but  also  tnat  you  get 
goods  that  give  you  satisfactory  results.  We 
have  a  reputation  for  furnishing  satisfactory 
and  reliable  goods. — Mason  &  Beach's  Drug 
Store,  Bay  City.  M  n'h. 

Buy  your  drugs  right.  Helps  for  house- 
cleaners  at  money  saving  prices.  By  our  careful 
buying  we  are  able  to  make  low  prices  on  drug 
store  goods.  Druggists  who  buy  only  when  they 
need  the  goods  are  obliged  to  piy  the  price  then 
asked  or  else  be  out  of  an  article.  We  buy  when 
we  can  get  low  prices  whether  we  have  a  stock 
on  hand  or  not,  providing  of  course,  that  it  is 
something  that  will  not  deteriorate.  We  can  do 
this  because  the  output  is  large  and  rapidly  in- 
creasing. Instead  of  holding  our  goods  for 
more  profit  we  give  our  customers  the  benefit. 
Here  are  some  money  savers  which  will  make 
house-cleaning  much  easier. — Herpich,  Colum- 
bus, Ohio. 

FURNITURE 

Values  extra  good  in  bedsteads.  Good  for- 
tune has  certainly  treated  us  with  her  sunniest 
smiles  in  a  recent  purchase  of  bedsteads — 
though  we  had  to  fight  for  it.  We  have  been 
"dickering"  with  the  manufacturer  for  months 
to  close  a  deal  for  bedsteads  at  last  July's  prices 
— and  landed  him.  Bedsteads  you  know  have 
taken  a  big  jump  upward  since  then. — The  T. 
Eaton  Co.,  Winnipeg,  Can. 

The  Green  Room.  Nor  would  a  word  about 
our  household  goods  sections  be  well  said  unless 
the  green  room  was  mentioned.  No  Kansas 
Cityan  should  build  and  furnish  a  home  without 
taking  the  green  room  into  consideration.  Filled 
to  the  full  with  beautiful  and  artistic  furniture 
of  the  more  expensive  sorts,  the  product  of 
master  workmen,  this  room  should  furnish  at 
least  one  piece  for  the  humble  cottage  or  whole 
suites  for  the  mansion.  W'e  invite  you  to  a 


478 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


promenade  through  the  green  room.  It  will  be 
a  pleasure  to  you  as  it  will  be  to  us  to  simply 
show  you  through.  No  need  to  buy.  Just 
come  to  look.— Emery,  Bird,  Thayer  Co.,  Kan- 
sas City,  Mo. 

Furnishing  the  home  for  warmer  days,  first 
thing  we  know  there'll  be  a  plunge  right  into 
summer  heat.  Why  not  be  ready  for  it?  Every 
day  brings  the  necessity  for  preparing  the  inter- 
ior of  the  home  for  warm  weather  nearer,  mean- 
while— even  though  you  may  not  have  any 
thought  of  buying— we  want  to  urge  upon  you 
the  welcome  this  store  extends  to  visitors.  We 
want  you  to  feel  just  what  satisfaction  it  is  to  us 
for  you  to  compare  our  kind  of  home  furnish- 
ings with  those  of  the  average  stores.  We  want 
you  to  know  by  examination  that  this  is  the  real 
home  for  best  furniture,  mattings,  carpets,  bed- 
ding, etc.,  and  then  when  the  time  comes  to  buy, 
you  re  sure  of  a  place  where  everything  will  be 
to  your  satisfaction.— Gately  &  Hurley  Co., 
Camden,  N.  J. 

Perhaps  you  have  never  thought  about  it  be- 
fore, but  it  is  a  fact  that  as  much  art  can  be 
shown  in  fashioning  wood  into  furniture  as  in 
painting  or  in  sculpture.  Our  stock  comes  from 
the  best  makers  we  know — makers  who  employ 
the  best  fingers  money  can  hire.  As  fast  as  a 
new  idea  in  furniture  is  brought  out  we  get  it. 
Our  purpose  is  to  keep  right  in  front  of  the  pro- 
cession. We  have  the  stock,  ability  and  the 
willingness  to  give  you  the  best  sen-ice.  Our 
prices  are  no  higher  for  the  best  furniture  than 
the  next  best  costs  elsewhere. —  Helmes  Bros., 
Albany,  N.  Y. 

Our  line  of  combination  book-cases  are  worthy 
of  a  careful  inspection  by  all  who  are  intending 
to  purchase  one.  They  show  the  result  of 
careful  buying  and  best  workmanship.  The 
prices  as  you  know  are  the  lowest. — People's 
Furniture  Co.,  Decatur,  III. 

Don't  be  tied  to  your  kitchen.  Don't  sj>end 
the  best  hours  of  the  day  slaving  at  kitchen 
work  until  you  have  no  time  left  for  other  things. 
A  Hoosier  kitchen  cabinet  will  do  away  with 
kitchen  drudgery — enables  you  to  prepare  the 
three,  daily  meals  and  clear  up  in  half  the  usual 
time — with  half  the  usual  labor.  Come  into  our 
store  this  week  and  see  the  great  line  of  Hoosier 
kitchen  cabinets.  The  greatest  convenience 
ever  devised  to  lighten  a  tired  housekeeper's 
labors.  Eight  different  styles — prices  to  suit 
all  purses.  Don't  miss  the  great  Hoosier  kitchen 
cabinet  display  at  our  store.  It's  of  vital  interest 
to  every  housekeeper. — Day  Carpet  &  Furniture 
Co.,  Peoria,  III. 

A  pretty  table  of  modern  construction  makes 
the  greatest  difference  in  the  appearance  of  a 
room.  The  solidity,  the  attractiveness  and 
general  appearance  of  our  tables  will  delight 
every  caller.  Handsomely  designed  and  beau- 
tifully carved,  the  tables  we  show  are  a  picture 
to  look  at.  Housekeepers  are  advised  to  look 
over  our  offerings  and  replace  the  present  old- 
styled  table  with  one  of  our  new  ones.  Our  easV 
payments  will  help  you .— Gately' s,  F.lmira,  N.  Y. 

Office  furniture.  The  finest  line  you'll  see 
anywhere.  We  fit  up  the  plainest  office  to  the 
most  imposing.  Wre  have  the  Peoria  sale  of  the 


best  desks  made  in  the  country  —  oak  and  mahog- 
any, as  finely  finished  on  the  ends  as  in  front. 
W'e  aim  to  have  a  fine  quartered  oak.  fifty-inch 
desk  as  a  leader  at  all  times  for  businc  -ss  men 
who  want  substantial  work  and  good  jMilisn 
without  much  expense.  —  >'</*//'.«.  r  A-  klix-k, 
Peoria,  111. 

Genuine  old  hickory  furniture  is  good  furni- 
ture, and  tin-  very  Ix-st  for  all  outd<x>r  use.  For 
a  few  days  \\c  pro|H>se  to  show  just  ho\v  this 
furniture  is  made,  by  constructing  a  number  of 
pieces  in  one  of  our  large  display  windows,  which 
we  shall  convert  into  a  fully  equipped  work-hop. 
Old  hickory  furniture  is  made  entirely  by  hand. 
and  is  the  most  comfortable,  durable  and  ap- 
propriate for  exterior  use.  We  carry  a  large 
line,  embracing  a  wide  variety  of  pieces,  which 
cover  practically  every  purpose  in  this  direction. 
(ienuinc  old  hickory  furniture  is  the  inti-t 
practical  and  nio-t  economical  for  the  uses  f.>r 
which  it  is  intended,  and  no  home,  especially 
in  California,  can  lie  considered  complete  with- 
out its  representation  of  old  hickory.  —  JJurl.rr 
Bros.,  Log  Angeles,  Cut. 

GAS   \\n  Ki. 


Real  economy  may  be  effected  and  thorough 
comfort  obtained  during  the  Mimmcr  months  if 
a  gas  range  and  ga>.  water  heater  is  obtained. 
The  ordinary  coal  -love  makes  much  discomfort 
from  smoke,  dust  and  :i-lie-.  let  alone  the  heat, 
which  the  gas  range  o\erc<»me>.  I'lione  u-.  and 
our  -ale-man  will  call  am!  explain  all  alxnil  eook- 

ing  with  gas.  —  Qat  Appticnuse  Co.,  ABxnty,  .Y.  }'. 

Call  a  halt.  Make  them  -tup  a  minute  and 
look  in  upon  your  wares;  every  one  that  passes 
your  store  at  night  might  help  your  profit-  if  your 
window-  were  better  lighted.  The  gas  arc  lamp 
gives  the  most  of  the  best  light  for  the  least 
money.  —  iMrnlt  City  Clan  Co..  Ditmit.  Mich. 

When  vou  travel,  do  not  fail  to  put  into  your 
bag  the  little  electrical  conveniences  to  which 
you  are  accu-tomed  at  home.  They  will  do 
much  toward  relieving  discomforts  of  the  jour- 
ney and  safeguard  you  against  illness  or  fatigue. 
They  can  IK-  packed  in  very  little  space  and 
weigh  lightly.  These  portable  devices  include 
a  tiny  stove  weighing  less  than  three  jioiiiids  and 
measuring  as  little  as  3J  x  .5  inches.  The  cim 
holds  H  pints  of  lx>ef  tea,  hot  water,  coilee.  milk 
or  gruel  —  warmed  or  cooked  in  a  few  minutes. 
The  electric  llatiroii  is  another  great  convenience. 
As  a  safeguard  against  sudden  illness  or  pain, 
the  wanning  pad  is  indispensable.  In  sleeper, 
on  shiplKKird  or  at  hotels  these  device-,  are  easily 
available  by  attaching  the  cord  to  any  lamp 
socket,  when  needed.  —  The  Illuminating  Co., 
Cleveland,  Ohio. 

The  shrewd  business  man  sees  an  intimate 
relation  between  the  comfort  of  his  employees 
and  the  dollar  mark.  One  or  more  electric 
fans  in  your  office,  store  or  factory  will  soon  re- 
turn the  investment  in  increased  and  l>etter  work 
on  the  part  of  employees.  We  can  supply  your 
wants  from  the  most  complete  stock  of  electric 
fans  in  Ohio.  —  Enter  Electric  Co.,  Cleveland, 
Ohio. 


INTRODUCTIONS  AND  STORE   LOCALS 


479 


(i()-(  '  Uil'S 

Come  ;ind  sec  the  dilferonee  in  go-carts. 
When  you  on i it-  to  look  over  tlic  iiuiiifiisf  lino 
of  go-carts  and  baby  carriages,  you'll  l>e  able 
to  see  the  real  pertWtion  in  manufacturing,  and 
it's  all  in  the  "making"  and  materials  whether 
you  get  your  money's  worth  or  not.  \\e'll  show 
you  the  hfst  go-carts  built — we'll  show  yon 
every  modern  device  for  durability  and  comfort, 
and  the  prices  are  siir"  to  bo  within  the  reach  of 
all. — Iliir/ci/-Tol>in  Co.,  Trenton.  X.  ./. 

Baby's  trip  around  the  block.  Baby's  best 
outing  days  come  with  the  month  of  May  and  a 
trip  around  the  blix-k  in  a  Doyle  carriage.  ]>oram- 
bnlator  or  go-eart  brings  very  roal  returns  in 
Ik-alth  and  g<xxl  nature.  Our  new  spring  lines 
of  juvenile  wheeled  goods  are  the  handsomest 
you  over  saw.  and  a  look  at  them  will  do  both 
yon  and  the  baby  a  world  of  good — so  also  will 
onr  fairest  of  prices  and  terms. — M.  Doyle's  Sons, 
Trtnj,  A.  }'. 

Statistics  show  that  the  population  of  Lansing 
is  increasing  in  the  good  old-fashioned  way. 
With  all  due  appreciation  of  the  efforts  of  our 
Business  Men's  Association,  we  most  heartily 
crown  the  Stork  king.  This  is  a  Rooseveltiaii 
era,  and  our  progressive  city  has  added  many 
little  jewels  to  its  crown  during  the  past  few 
months.  We  all  love  babies,  and  every  mother 
loves  her" baby  best,  and  loves  that  baby  better 
if  she  can  show  it  otf  in  a  nice  new  baby  carriage. 
We  appreciate  this  fact  and  have  anticipated 
the  coining  of  the  stork.  We  have  secured  the 
most  handsome  line  of  baby  carriages  ever  shown 
in  this  city.  We  feel  that  nothing  is  too  good 
for  the  babies.  We  strive  to  please  the  mothers, 
the  queens  of  this  glorious  country. — The  How- 
ard furniture  Co.,  Landing,  Midi. 

HABERDASHERY 

New  spring  styles  in  duett,  Peabody  &  Co.'s 
men's  shirts.  This  is  the  most  popular  line  of 
all.  The  complete  spring  stock  is  now  on  dis- 
play and  sale.  The  line  includes  all  that  is  new 
and  up-to-date  in  styles.  They  come  in  plain  and 
negligee  coat,  pleated  fronts,  with  either  separate 
or  attached  cuffs.  A  fiae  assortment  of  colors 
and  plain  self-figured  effects.  Oxford  cloths, 
in  plain  blues,  tans  and  pinks.  Black  and  white 
stripes,  dots  and  figures.  The  men  are  invited 
to  inspect  the  line. — The  Joslin  Dry  Goods  Co., 
Denivr,  Colo. 

Astronomers  on  Mars  probably  wonder  what 
makes  the  great  black  mass  on  tlu's  side  of  the 
earth.  It's  the  umbrellas!  What  a  flock  of 
blackbirds  rainy  weather  makes  of  America's 
millions!  But  it's  a  comfort  to  be  under  the 
black  spot  when  it's  drizzling.  If  you're  short 
an  umbrella,  here  is  supply  enough,  at  prices  low 
enough. — Schipper  &  Block,  Peoria,  III. 

Saturday  afternoon  and  evening  you  have  a 
little  time  on  your  hands.  You  require  a  little 
sorting  up  in  your  furnishings  or  maybe  a  suit. 
You  are  a  little  doubtful  where  to  go,  don't 
trouble  any  longer  but  come  and  let  us  be  friends 
at  once.  Twentieth  century  clothing  you  know 
is  the  best  ready  to  wear  garments  on  the  market 
to-day.  Seeing  is  believing.  "  Don't  come  here 


first  but  don't  buy  before  you  do  come  here." 
A  shipment  of  four-in-hands  has  reached  us 
this  afternoon  by  express,  the  very  last  colorings 
and  designs  with  fanc\  loaf  pattern.  See  them. 
— Ilyndnian  &  Co.,  Wwmp&i,  Can. 

Buy  an  umbrella  now.  Umbrellas  are  as 
necessary  in  their  way  as  bread  and  butter. 
The  time  to  buy  an  umbrella  is  when -you  can 
get  a  good  one  at  a  saving — to-morrow,  here; 
and  it  will  !»••  an  exceptionally  handsome  one 
if  you  select  from  the  silk  umbrellas  specially 
price*  1  at  A.'J.Od,  among  which  is  a  large  assort- 
ment of  tine  sample  handles. — Siraiiwidge  & 
Cloth'cr,  Philadelphia,  Pa. 

Choice  haberdashery  for  all  occasions.  No 
man's  drcs.,  is  complete  unless  his  furnishing 
wearables  arc  in  keeping  with  correct  style.  Ac- 
cording to  these  requisites  he  can  either  add  or 
detract  from  his  appearance.  Gentlemen,  you 
won't  go  wrong  if  you  come  here  for  your  fur- 
nishing wearables  and  your  clothing  as  well. — 
Breinig  t£-  Bachman,  Auentoim,  Pa. 

HARDWARE 

"Auto-spray."  A  self-operating  or  auto- 
matic sprayer.  Galvanized  steel  and  solid  brass 
or  copper  used  with  4-ply  rubber  hose — nothing 
to  rust  or  corrode.  Eight  to  ten  strokes  of 
plunger  in  air  chamber  will  compress  enough 
air  to  make  a  continuous  spray  for  ten  minutes. 
This  means  that  the  sprayer  can  be  charged  in 
fifteen  seconds,  when  it  will  work  uninterruptedly 
long  enough  to  spray  a  quarter-acre  of  potatoes. 
For  spraying  tall  trees,  we  furnish  brass  exten- 
sion piping  in  24-inch  lengths,  each  fitted  with 
coupling. — CadweU  &  Janes,  Hartford,  Conn. 

\our  refrigerator  need  not  be  an  expensive 
one  in  order  to  be  a  good  one.  Some  of  the 
highest  priced  refrigerators  in  the  trade  are 
practically  worthless  as  ice  preservers.  It  is 
possible  to  produce  a  good  refrigerator  at  a  very 
low  price,  and  we  have  demonstrated  this  in  the 
celebrated  Mascot.  This  handsome  refrige- 
rator has  a  fine  hard  wood  finish,  is  very  roomy, 
yet  compactly  built  and  lined  with  a  patent 
filling  controlled  exclusively  by  the  Ranney 
Refrigerator  Co.,  making  the  most  perfect  in- 
sulation known  to  science.  They  come  in  either 
zinc  or  enamel  lining,  have  removable  tanks  and 
racks,  automatic  drip  trap  and  are  trimmed  with 
heavy  brass  castings.  All  styles  are  here,  and 
the  prices  start  at  $4.95. — Prince  Furniture  Co., 
Allentoicn,  Pa. 

A  reliable  range.  "No  better  made"  than 
the  Magee  is  the  testimony  of  instructors  in 
cooking  and  domestic  training  schools.  The 
heat  is  evenly  distributed  under  and  about  the 
oven  and  the  oven  is  thoroughly  ventilated. 
This  is  but  one  of  the  many  excellent  qualities 
of  the  Magee  Range.  Call  and  let  us  show 
them  to  you. — The  Barlcw  Brcs.  Co.,  Waterbury, 
Conn. 

Cook  stove  troubles  are  satisfactorily  over- 
come by  installing  a  Kernan  Welcome  range. 
This  triumph  of  stove  making,  bakes  and  cooks 
to  the  satisfaction  of  the  most  critical,  at  the 
same  time  consuming  the  minimum  amount  of 
fuel.  Call  and  see  it. — Kingsley,  Utica,  N.  Y. 


480 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


When  anything  good  is  newly  put  upon  the 
hardware  market,  this  store  is  always  prompt 
to  show  it.  In  every  line  of  goods  handled  here, 
the  most  improved  products  of  the  most  pro- 
gressive manufacturers  are  liberally  provided 
for  our  customers.  Get  acquaints  with 
Pueblo's  best  hardware  store.—/.  M.  Killin  & 
Co.,  Pueblo,  Colo. 

Yes,  sir;  we  have  watering  cans.  All  kinds, 
all  sizes,  all  prices.  We  have  them  of  tin  and 
galvanized  iron.  Small  sizes  for  children,  large 
ones  for  the  gardener.  Remember!  Even-  can 
we  offer  you  is  made  for  service — not  a  toy — 
The  Tracy,  Robinson  &  Williams  Co.,  Hartford, 
Conn. 

Frigid  ice  cream  freezers  are  the  real  wonder 
in  Freezerdom.  They  freeze  the  mast  delicious 
quality  of  ice  cream.  Does  the  trick  in  four 
minutes.  Require  less  salt  and  less  labor  than 
any  other.  Any  one  can  successfully  operate 
them.  Any  part  that  may  become  worn,  lost  or 
broken,  can  be  promptly  replaced.  With  good 
care  will  last  for  years,  and  even  when  neglected 
and  abused  it  will  outlast  any  other.  The  tub 
is  waterproof  and  water-tight.  The  can  and  all 
parts  coming  into  contact  with  the  cream  are 
heavily  coated  with  block  tin. — Bush  &  Iland- 
werk,  Joliet,  III. 

And  those  screens  not  up  yet?  Perhaps  you 
need  new  screen  doors  and  windows  and  the  fact 
that  the  flies  are  only  now  putting  in  their  ap- 
pearance has  caused  you  to  delay  in  the  matter 
of  selection.  It  will  be  to  your  interest  to  come 
to  this  store  and  see  the  line  of  screen  doors  ami 
windows  which  are  being  shown.  The  price  is 
so  much  lower  than  what  you  would  have  to  pay 
for  those  made  by  the  carpenters  that  you  can't 
afford  to  parley.  We  want  to  show  you  these 
screens  to-day. — Keating's,  Ottumwa,  la. 

HATS 

A  superb  collection  of  new  summer  straws. 
It  will  be  gratifying  to  the  man  who  wants  a 
straw  hat  correct  in  style  and  moderate  in  price 
to  know  that  there  is  one  store  in  the  city  that 
is  offering  just  such  hats,  and  that  is  this  one. 
Our  showing  for  this  season  is  without  doubt 
one  that  is  up  to  the  standard  in  every  particular. 
We  warrant  you  will  find  them  every  one  the 
best  that  your  money  can  possibly  buy.—  The 
Buckeye  Hatters,  Springfield,  Ohio. 

Fashion  says:  A  fancy  hat  band  on  the  hat; 
men  welcome  it.  It  gives  them  a  chance  to  show 
a  cheerful  bit  of  color  in  their  dress.  Dashing 
color  effects  for  college  chaps  and  young  men, 
neat  gray  effects  for  conservative  men.  Choose 
your  hat  band  as  you  would  your  tie,  to  please 
your  fancy,  suit  your  complexion  or  go  with  your 
clothes.  Styles  change  in  hat  bands  as  in  every- 
thing else.  Better  find  out  what  they  are  — 
Dineen's,  Toronto,  Can. 

Correct  hats.  It's  in  the  hat  where  the  finish- 
ing touch  to  a  man's  attire  is  given.  A  wrong 
shape,  bought  without  attention  to  the  contour 
<?nes  face,  can  spoil  an  otherwise  perfect 
outnt.  Our  experts  pay  close  attention  to  all 
details,  with  the  result  that  where  they  sell  a 
hat  that  hat  seems  as  if  it  was  made  especially 


for  the  buyer.     Newest  and  best  shajjes. — Jag. 
Meyers  &  Sons,  Salfin,  Ore. 

A  simple  .straw  hat  problem.  Which  lia<l  you 
rather  have,  a  straw  hat  that  keeps  its  shajx-  well 
all  through  the  season  or  one  that  wilts  and 
droops  if  you  get  out  in  the  rain  a  littler  (ilu< 
and  dressing  make  a  hat  l<x>k  "fine  and  dandy" 
when  you  see  them  in  a  show  case,  and  if  that 
was  their  mission  it  would  be  as  well.  Hut  1  ,evy- 
stein  knows  how  much  a  straw  hat  has  to  go 
through.  Levystein's  hats  will  stav  with  you. 
Prices  $1..30  to  $12.50.— /.  Lecystein,  Mont- 
gomery, Ala. 

Dress  right  for  summer.  You  will  !><•  fixed 
out  right  with  a  Washington  suit  and  a  Stetson 
hat.  They  look  right  and  stay  right. — I{i«ln//ih 
Anker,  San  Bernard  inn.  ( 'nl. 

Panama  straw  hats.  The  most  durable  as. 
well  as  the  most  <-omfortal>le  hat  ever  made  for 
man.  It's  the  ideal  hot  day  stylish  hat.  Kasily 
cleaned  and  re-shaped,  making  them  th« 
nomical  hat  to  buy.  "The  store  of  the  Stylish 
Hat." — Brmrn,  \\'iiniij)eg.  Can. 


JEWKI.HY,  WATCHES,  ETC. 

Our  repair  department  is  also  in  charge  of 
experts.  If  you  have  a  watch  or  clock  that  is  not 
keeping  good  time,  or  silverware  or  jewelry  of 
any  kind  that  is  in  bad  order,  bring  or  send  it  to 
us.  We  will  rciiair  it  skillfully  and  promptly. 
All  work  guaranteed. — L.  It.  M<*TI.  Ih  ni.i,,n. 
'/'.  ru.v. 

Cut  glass  for  wedding  gifts.  He  very  careful 
selecting  cut  glass  for  wedding  jjifts.  Then-  is 
a  great  dillVrence  in  cut  glass,  the  cheap  cut- 
tings being  neither  artistic  nor  desirable.  Our 
cut  ^'l.iss  is  cut  by  the  highot  grade  cutter-  in 
this  country.  The  cuttings  are  exquisitely  done. 
and  wonderfully  |K>bfthed:.  And  \et  our  price- 
are  not  in  exci-s-  of  those  !i-ked  for  ordinary  and 
inferior  cutting. — ('.  II.  Cote  &  Co.,  Uarl/ard, 

(  ' <  ill  II. 

I  'urchasing  jewelry  is  largely  a  matter  of  con- 
lideiKv.  We  guarantee  every  article  we  sell  to  lie 
just  as  represenh-d.  Our  line  v. as  Umght  \sith 
great  care,  in  order  to  give  our  customers  the 
best  values  p«i— ible.  You  can  buy  and  safely 
and  right  at  this  store. — Jno.  I).  Greene  «£•  <'<>.. 
I'tira,  N.  Y. 

Fine  gold-filled  jewelry.  Because  we  so  JKT- 
sistently  advertise  and  push  solid  gold  jewelry 
we  do  not  want  to  leave  the  impression  that  we 
do  not  carry  the  cheaper  goods  as  well.  The 
fact  is  ours  is  by  far  the  largest  stock  of  fine  gold- 
filled  jewelry  in  this  district.  We  say  "fine 
gold-filled"  because  we  do  not  wish  it  con- 
founded with  the  "cheap"  gold-plated  jewelry 
you  so  often  see  advertised.  This  we  do  not 
carry.  Nothing  has  a  place  in  our  stock  that  we 
cannot  thoroughly  guarantee.  No  one  has  yet 
got  a  poor  piece  of  goods  at  Munro's.  If  for 
any  reason  an  article  purchased  here  dot's  not 
prove  satisfactory  and  all  we  claim  for  it,  we  are 
more  than  pleased  to  exchange  it  or  to  refund 
the  money  paid.  We  are  not  doing  business 
for  to-day,  but  building  for  the  future. — Geo.  K. 
Munro,  Jeweler,  Grand  Forks,  N.  D. 


INTRODUCTIONS  AND  STORE  LOCALS 


481 


Watches    that    make    good.     We    pick    our 

watches  from  tin-  best  made.  The  movements 
arc  selected  because  of  their  known  accuracy  and 
reliability.  We  sell  the-  ratek-l'hilipp'-  move- 
ment for  the  reason  thai  \ve  can  depend  upon 
its  giving  positive  satisfaction — we  know  it  will 
make  gixxl  all  that  we  claim  for  it.  1'atek, 
Philippe  \-  Co.  in  the  yearly  timing  contest, 
Geneva,  win  more  pri/es  for  best  running 
watches  than  all  other  makes.  Only  agent 

here. — C.  L.  Ruth  &  Son,  Montgomery,  Ala. 


LAUNDRY 

A  full  dress  occasion  makes  superior  laundry 
work  absolutely  essential — that  shirt  front  with 
the  swallow-tail  must  be  spick  and  span.  If  you 
have  the  least  care  for  your  appearance  you  will 
make  no  miss  by  (Hitting  your  linen  into  our 
careful  hands.  1'ar  excellence  laundry  work 
here. —  The  Gasncr  Liuindri/.  ScfallfCtady,  N.  Y. 

Slightly  disabled.  A  man  with  badly  laun- 
dered linen  always  feels  as  though  he  owed  an 
explanation  and  an  apology  to  all  mankind.  Our 
customers  never  feel  that  way.  We  have  every 
modern  device  that  is  necessary  to  do  the  very 
best  work,  and  our  employees  are  the  most 
skillful  money  can  hire.  Let  us  attend  to  your 
laundry  and  your  linen  will  never  be  in  an  apolo- 
getic condition. — Lone  Star  Laundry,  Denison, 
Texas. 

A  wing  point  collar  that's  not  properly  laun- 
dered is  a  very  uncomfortable  tiling  to  wear. 
Bending  the  wing  over  breaks  the  linen  where  it 
folds  and  makes  a  rough  place  to  irritate  the 
neck — unless  the  seam  is  evenly  and  carefully 
dampened,  the  wing  carefully  turned  and  ironed 
down  smooth.  We  do  these  things  by  hand, 
and  do  them  right. — New  Method  Laundry, 
Winnipeg,  Can, 


MEN'S  CLOTHING 

Anybody  can  make  clothes.  It  takes  brains 
to  make  the  clothes  we  sell.  Talent  with  needle 
and  shears  directed  by  intelligence,  ripened  by 
years  of  knowing  how%  has  given  these  clothes 
the  style  and  distinction  which  has  won  them 
fame  and  following  among  good  dressers. — H. 
G.  Lake,  Rome,  N.  Y. 

Clothes  made  right  will  look  right.  There  is 
no  use  trying  to  have  poorly  made  garments  look 
right.  And  there  is  no  necessity  in  experiment- 
ing with  clothes  that  are  constructed  of  cheap 
material  and  put  together  in  an  unskilled  man- 
ner. Just  come  in  to  our  store  and  get  fitted  out 
with  one  of  the  many  different  styles  of  suits  built 
by  the  makers  of  the  best  clothes  in  America — 
Hart,  Schaffner  &  Marx,  and  you  can  feel  certain 
that  you  are  fitted  out  in  the  latest  and  best. — 
./.  F.  Holmes  &  Co.,  Fargo,  N.  D. 

Grace  of  line  that  stays  with  you.  What  a 
fresh  charm  has  the  new  blue  serge  or  tropical 
worsted  two-piece  suit.  But  what  greater  charm 
is  commanded  if  it  doesn't  change  as  you  wear 
them.  "Ah!  that's  the  rub."  That's  why  the 
prices  of  some  suits  that  look  so  smart  are  so  re- 


markably low.  We'd  rather  use  our  knowledge 
and  energy  to  find  you  great  values  to  sell  for 
little,  than  to  foist  something  cheap  upon  you, 
just  because  we  had  the  chance. — /.  Lerystein, 
Montgomery,  Ala. 

Hundreds  of  stylish  summer  suits.  A  most 
attractive  collection  of  summer  suits  for  men, 
young  men  and  youths — two  and  three-piece 
styles.  There  are  flannels,  fancy  worsteds,  vel- 
ours and  cassimeres — a  broad  range  of  popular 
patterns  to  choose  from,  including  checks,  plaids, 
mixtures  and  plain  grays.  The  coats  have 
broad  bottle-shaped  shoulders — cut  loose  and 
flaring  over  the  hips;  just  the  proper  length. 
The  trousers  are  perfectly  shaped,  and  some 
fitted  with  belt  loops  and  cuff  bottoms.  Any 
necessary  alteration  will  be  made  free.  These 
are  our  regular  $15.00  and  $12.50  suits,  and 
you'd  pay  at  least  $5.00  more  for  the  same  class 
of  goods  in  the  exclusive  shops.  On  sale  Mon- 
dav  on  the  third  floor. — Bullock's,  Los  Angeles, 
Cal. 

Here  are  suits  that  will  put  one  in  touch  with 
the  opening  Spring,  In  one  of  these  suits  you 
can  branch  out,  and  increase  your  sphere  of 
influence,  because  they  prepossess  people  in  your 
favor.  Clothes  have  more  than  a  passing  in- 
fluence— they  make  a  direct  impression.  Make  a 
good  impression  with  one  of  our  $20  gray  sack' 
suits — you  can  do  it! — Wells  &  Coverlu,  Trot/, 
N.Y. 

MERCHANT  TAILORING 

New  line  of  men's  suitings.  Nothing  1  can 
say  about  my  new  line  of  spring  goods  is  half  as 
convincing  as  what  the  line  says  for  itself.  I  can 
show  the  best  selections  of  what  is  prevailing 
fashion  in  weaves  and  colors  for  this  season. — 
Block,  Sacramento^  Cal. 

A  tailoring  combination.  We  take  the  meas- 
ure, Kahn  Tailoring  Company  makes  them — 
the  cleverest  clothes  on  man  that  possess  true 
character.  Could  there  be  a  better  combina- 
tion? All  the  latest  weaves,  patterns  and  cuts 
are  also  combined  to  insure  correctness.  $15 
and  upwards.  Better  order  to-day. — J.  H. 
Eleazer,  Columbia,  S.  C. 

Won't  you  let  me  prove  to  you  that  I  can 
make  you  the  best  fitting  suit  you  ever  wore?  I 
say  to  you  right  at  the  start  what  I  can  do — then 
if  the  suit  isn't  all  you  think  it  ought  to  be,  why, 
it's  my  suit  and  not  yours.  Suits,  $30  to  $60. — 
Cassady,  Montgomery,  Ala. 

The  tailor  who  knows  how  to  make  correct 
clothes — and  make  them  to  fit — is  the  one  who 
should  make  your  clothes.  We  know  how  be- 
cause we  have  had  twenty  years'  experience  in  the 
cutting  and  tailoring  business.  We  know  how 
to  fit  you  and  know  when  your  clothes  are  made 
correctly.  That's  us. — L.  P.  Kuhn,  Harrisburg, 
Pa. 

Good  tailoring.  There  is  no  substitute  for 
good  tailoring.  A  suit  is  either  right  or  wrong. 
To  be  right  the  greatest  thought  and  skill  have 
to  be  put  into  the  most  minute  detail.  Come 
and  let  us  make  you  a  perfect  suit.  That  is  the 
only  kind  we  make. — Geo.  Clements  &  Son, 
Winnipeg,  Can. 


482 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


MILLINERY 


Popular  trimmed  hats.  One  of  the  most 
notable  features  of  this  store  is  its  millinery 
show.  It  has  been  the  object  of  the  manage- 
ment to  make  this  department  the  popular 
millinery  exposition  par  excellence  of  Youngs- 
town.  How  well  they  have  succeeded  may  be 
judged  by  the  vast  crowds  of  purchasers  seen 
daily  on  our  floor.  Here  style,  elegance,  beauty 
prevailing — popular  prices  are  paramount. — Mc- 
Kelveijs,  Youngatown,  Ohio.  . 

With  the  return  of  our  millinery  buyer  from 
Paris  we  announce  a  special  showing  of  millinery 
attractions.  It  could  not  be  otherwise,  because 
the  very  inspiration  of  the  return  from  an  ocean 
voyage  and  with  the  bubbling  over  of  ideas, 
events  must  take  shape  at  once.  To-morrow  we 
invite  you  to  a  field  of  new  operations  and  new 
plans.  Perhaps  the  first  in  order  are  the  early 
spring  styles,  not  only  for  the  trip  South,  but 
for  the  varying  weather  which  obtains  in  Brook- 
lyn this  winter  season. — A.  D.  Matthews'  Son*, 
Brooklyn,  N.  Y. 

We  are  very  desirous  that  you  come  in  and 
see  our  line  of  millinery.  We  haven't  had  as 
fine  a  line  before,  nor  do  we  believe  that  any 
other  house  can  show  as  complete  a  line  now. 
Many  of  our  hats  are  direct  importations.  They 
are  all  that  beauty,  style  and  fashion  can  make. 
In  addition  to  being  the  models  of  fashion  they 
are  very  low  priced. —  The  Bouiand,  Storehouse 
&  Martens  Co.,  Columbus,  Ohio. 

MUSICAL  INSTRUMENTS 

We  give  the  best  of  piano  value  in  the  Keller 
Bros.'  pianos  at  our  prices  of  $250.00  to  $300.00. 
These  instruments  have  a  pure  singing,  syni]>a- 
thetic  tone,  an  easy,  responsive  action,  are  in 
beautiful  cases,  are  warranted  for  ten  years,  and 
we  sell  them  on  easy  payments,  if  desired.  One 
will  do  himself  an  injustice  if  he  buys  elsewhere 
before  giving  these  pianos  a  thorough  examina- 
tion at  our  store.  Call  and  see  them  and  our 
other  makes  of  pianos  at  from  $500.00  down  to 
$225.00.— Geo.  E.  Snedeker  &  Co.,  Trenton, 
N.J. 

You  will  want  a  Kimball  piano  when  you 
hear  them.  The  painter  has  only  to  reproduce 
and  recombine  nature  as  he  finds  it,  to  be  ac- 
counted great.  The  piano  maker's  art — true 
tone  harmonizing— finds  little  in  nature  to  re- 
produce. Poets  and  prose  writers  sing  of 
nature's  music,  but  there  is  no  musical  harmony 
in  nature  equal  to  the  harmony  you  will  find 
in  the  Kimball  piano.  "The  tone  is  rich,  full, 
melodious  and  sweet,  the  scale  is  even  and  free 
from  breaks."  Ah!  There  is  the  meat  of  the 
whole  subject,  quoted  from  the  award  given  the 
Kimball  piano  at  the  \Vorld's  Exposition  by  the 
greatest  musical  jury  that  ever  deliberated  *on  a 
musical  subject.  Our  prices  on  the  Kimball 
always  satisfy,  quality  considered.  Some  bar- 
gains in  our  exchange  department. — W.  W. 
Kimball  Co.,  Des  Moines,  la, 

If  it  puzzles  you  to  know  what  to  do  about 
buying  a  piano,  let  us  give  you  at  least  this  much 
advice:  Be  as  particular  about  the  kind  of  serv- 


ice you  are  going  to  get  u/ter  tin-  piano  i>  iu 
your  home  as  you  ;irc  about  the  quality  of  it. 
Good  pianos  plus  good  service — Initli  tin-  kind 
you  can  rely  ujjon — arc  what  we  take  pride  in 
selling. —  T£c  Hurt  J'innn  Co..  ('li-nlunil,  Oliiu. 

Piano  storage,  guaranteed  fireproof.  01, 
a  month.  If  you  are  going  to  put  your  furniture 
in  storage  this  summer,  -al'egiianl  your  piano  by 
our  expert  sen- ice.  If  your  piano  needs  any  re- 
pairing, we  make  sjn-cjally  low  prices  for  work 
done  in  the  summer  and  < -harge  nothing  for 
storage. — The  Sterling  Piano  ( '</.,  Brooklyn, 
N.  Y. 

OPTICAL  GOODS 

Beauty,  style,  quality,  are  combined  in  our 
new  "Bisight"  lens  for  lx>tl:  <li>tance  and  read- 
ing or  sewing,  no  matter  v\  hat  the  a^c.  It  is  the 
newest  product  of  the  .sjMvtaele  makers'  art.  the 
only  bifocal  lens  without  dividing  lines  or  : 
pasted  on.  Be  Mire  to  ask  Us  to  show  you  the 
"Bisight"  before  voii  decide  on  ordering  bi- 
focals. \\e°\e  jileasi-d  many  of  r'n-siio's  !„•»( 
people;  we  can  please  you.— -J.  M.  <  r,i,i/,,rd  <fr 
Co.,  Fremo,  ( W. 

Just  a  word  al>out  your  eyes.     Are  they   all 
right?    See  as  well  \\ith  one  as  with  the  other? 
See  as  well  if  a  jwper  is  next  to  \oiir  nos«*as  if  you 
sight  a  man  a  block  a\\.r        V         Then  you 
don't  need  our  help.     But  if  your  vision  troubles 
you,  you  will  IK-  the  gainer  if  yon  get  our  fr- 
pert  examination  and  follow  our  ad  vice. - 
D.  Farmer,  >'</<//;/<:  «•.  Mn-li. 

If  you  an-  thinking  of  buying  new  glasses  or 
having  your  old  ones  repaired  Ix-ar  in  mind  these 
few  valuable  suggestions;  We  use  only  the  l>«-st 
lenses,  (he  Kest  material.  \Ye  make  all  our 
SIM-<  ial  lenses  on  the  premises.  We  employ  only 
skilled  lalmr.  We  dispense  high-grade  goods  at  a 
low  price.  Try  us. —  The  Hariry  <t  / 
Ojtticiant,  ,\Vi/-  Haivn,  Conn. 

Glasses  will  relieve  headache.  In  nine  cases 
out  of  ten  headache  comes  from  the  eyi-s.  In  all 
such  cases  properly  fitted  Classes  \\ill  at  once 
relieve  the  strain  and  prevent  headache.  If  you 
suffer  from  headache  nave  your  eves  examined. 
1  guarantee  correct  glasses  in  all  cases  where 
needed. — M.  L.  Poux,  LeaJimj  (>/>tiritm.  >'/«>- 
kane.  Wash. 

Where  eye  troubles  begin.  Most  eye  troubles 
begin  in  childhtxid.  A  little  abuse,  a  little 
strain  early  in  life,  means  much  more  after  ma- 
turity. The  slightest  symptom  should  In-  looked 
into.  School  children  .should  have  every  ail- 
vantage.  I'siially  if  glasses  are  prescrilx-d  in 
time,  actual  disease  is  prevented,  and  they  can 
be  discarded  as  the  child  grows  older.  Remem- 
ber, we  are  here  to  stay.  M>  if  Classes  are  not  right 
they  can  be  made  so.  Examination  free. — 
Rushmer't,  Pueblo,  Col. 

PAINTS 

Paint  talk.  If  a  building  in  need  of  paint 
merely  looked  shabby,  that  would  l>e  sufficient 
to  demand  attention,  for  the  careful  habits  which 
bring  prosperity  do  not  go  with  shabbiness. 
When  it  comes  to  the  buying  of  paint,  be  warned 
against  the  "saving"  effected  by  false  economy. 


INTROnn  TIONS  AND  STORE   LOCALS 


483 


If-  a  ^txxl  >ign  to  find  tin-  word  Atlas  on  your 
paint  package,  si. (id  per  gallon. — 11.  M.  Hodges 
A-  Urn.,  AY/r  11  aim,  Conn. 

\  ou  certainly  want  the  house  to  look  nice 
when  yon  greet  your  quests,  so  they  can  bear 
a\\ay  a  plea-ant  impression  of  the  quiet  elegance 
of  your  home.  It's  wonderful  what  a  work  of 
transformation  is  accomplished  by  paint  for 
doors  and  trimmings,  varuisli,  stain  or  wax 
for  floors,  oil  for  banisters,  etc.  Just  look  at  our 
list  of  hoii>e  ini|>rovers  and  give  yourself  a  treat. 
—  liitcr  lirox.  l>rug  Co.,  Logun  City,  I'idh. 

A  |M>inter  on  paints.  The  liest  house  paints 
are  made  from  pure  white  lead,  oxide  of  /inc. 

rind  in  pure  linseed,  turpentine  dryer,  with 
necessary  coloring  matter  and  absolutely 
nothing  else.  Our  paints  are  made  from  only 
these  ingredients — see  our  guarantee.  \Vhen  a 
dealer  offers  you  a  combination  paint  with  a 
fancy  name,  ret  mire  him  to  state  definitely  \\hat 
else  it  contain-  In-side  lead  and  /.inc. — Jones  & 
Dilliniifnini,  S/H)!:niif.  MY/.v//. 

O\\r  paints  have  great  covering  quality.  They 
go  further  and  last  longer  than  any  wood  or 
metal  protectors  and  bcautificrs  of  which  we 
have  cogni/ancc.  That's  not  accidental — it's 
simply  because  the  manufacturers  we  represent 
make  hone>t  |>aint.  content  with  regular  custom 
at  fair  profit,  instead  of  trying  to  make  it  all  by 
asking  low  prices  for  showy,  but  unsubstantial 
paints. — J.  J.  Ilockenjos  Co.,  AY/nir/.-,  A*.  J. 

PHOTOS 

Photography  is  an  art,  and  as  I  so  consider  it 
no  work  is  turned  out  of  my  studio  that  will  not 
]>ass  criticism  from  an  artistic  stand]H>int.  My 
apparatus  is  ex|>cnsive,  modern  and  up-to-date. 
My  -tudio  is  so  arranged  that  effects  only  to  be 
found  in  modern  studios  may  be  had.  I  call 
attention  to  the  fact  that  I  make  a  specialty  of 
view  work.  The  photographs  for  most  of  the 
cuts  iii  this  issue  were  made  by  me. — Rabe,  Lo- 
gan, f'tdli. 

The  quality  and  beauty  of  our  photo  work 
has  found  favor  in  the  public  eye.  for  over  a 
quarter  of  a  century.  \\e  are  prepared  to  do 
better  work  and  give  you  more  value  for  your 
money  than  ever  before.  Give  us  your  spring 
work  early. — The  "Crest"  Studio,  Lexington, 
Ky. 

Salon  photographs.  Real  works  of  art. 
Photographs  taken  here  are  intended  to  gratify 
you.  Our  dominant  feature  is  the  desire  to 
satisfy,  and  to  obtain  that  end  we  spare  no  pains. 
Yon  get  j>erfection  in  photography  from — Steele 
&  Co.,  Ltd.,  Winnipeg,  Can. 

A.  good  word  is  heard  on  every  side  about  the 
photographic  portraits  from  the  Packwrood 
Studio.  The  grace,  ease  and  naturalness  of  the 
pose  delights  the  sitter.  The  artistic  elegance 
of  the  finished  print  satisfies  the  most  fastidious. 
Have  you  seen  our  recent  work? — Packwood 
Studio,  Ottumwa,  la. 

REAL  ESTATE 

Have  you  seen  those  big  lots  on  Shipman's 
subdivision  Hamtramck?  If  not,  you  better 
hurry,  for  they  are  going  fast.  We  give  you  a 


lot  120-foot  frontage  for  $500,  60-foot  frontage 
for  $C250,  including  cement  walks,  water,  shade 
trees  and  sewer;  $5  down  and  $5  per  month, 
and  will  build  for  you  when  $100  is  paid  in. 
These  lots  are  in  the  growing  section  of  the  city 
and  within  walking  distance  of  the  many  fac- 
tories around  Milwaukee  Junction,  making  you 
one  of  the  best  investments  of  to-day.  Come 
out  and  see  for  yourself.  Take  Chene  Street 
car  to  railroad  crossing,  cross  the  track,  and 
there  is  our  big  sign  directing  you  to  the  property. 
Agents  on  the  ground  Sunday. — Underwood  & 
Innis,  Agents,  Detroit,  Mich. 

Acre  tracts.  We  are  just  placing  on  the 
market  several  hundred  acres  of  the  finest  land 
to  be  found  in  Spokane  county.  This  land  lies 
about  one  and  one-half  miles  from  city  limits 
on  the  new  Spokane  and  Inland  Empire  Rail- 
road. There  are  several  beautiful  sites  for  resi- 
dence, and  with  the  excellent  service  on  the 
Inland  system  it  is  only  about  a  twenty-minute 
ride  to  and  from  the  city.  The  only  ideal  resi- 
dence district  for  the  business  man.  Can  be 
in  his  office  at  8  A.  M.  each  morning  and  home 
again  at  6  P.  M.  We  can  certainly  suit  you. 
Come  in  and  see  us. — J.  J.  Browne,  Spokane, 
Wash. 

Invest  surplus  money  in  income  real  estate. 
We  can  show  you  bargains  in  business  property, 
flat  buildings  and  houses  that  will  bring  you  a 
greater  income  than  bonds  or  stocks,  and  there 
is  no  risk  of  losing  your  capital.  Better  than 
government  bonds,  because  they  produce  a 
greater  j>ercentage  of  income.  Real  estate  is 
the  basis  of  all  values.  Wall  Street  juggling  does 
not  jeopardize  your  capital  when  it  is  invested  in 
income  houses  and  lots  and  farm  lands.  Let  us 
show  you  what  we  have  to  offer. — Schwahn  & 
Brater,  Saginaw,  Mich. 

SHOES 

"As  comfortable  as  an  old  shoe,"  is  no  more 
comfortable  than  a  new  shoe  from  Browning's. 
We  fit  you  to  a  nicety.  Our  shoes  have  dis- 
tinctive character  and  style.  All  the  new  sea- 
son's creations  in  delightful  variety  and  high 
quality  excellence. — Browning's,  Columbus,  Ohio. 

You'll  be  glad  to  see  our  low  shoes.  We're 
showing  spring  Oxfords  in  the  smartest  of  the 
newest  styles.  Our  spring  lines  are  complete 
to-day — make  your  selection  now,  before  the 
best  lines  are  broken.  Sole  agents  for  Johnston 
&  Murphy's  famous  shoes. — The  Gano-Downs 
Co.,  Denver,  Colo. 

YTour  shoes  should  be  a  little  fuller  in  the  ball 
and  instep  during  the  summer  months  on  ac- 
count of  loot  expanding.  Alco  shoes  are  made 
to  your  individual  measure  and  provisions  are 
made  accordingly.  If  you  want  to  know  what 
downright  foot  comfort  is  let  us  build  you  a  pair 
of  Alco  shoes.  Our  guarantee  in  every  stitch. — 
Atlanta  Leather  Co.,  Atlanta,  Ga. 

Grover's  soft  shoes  are  especially  designed  for 
women  with  tender  feet.  They  are  made  of 
the  very  best  quality  of  soft,  pliable  leather,  the 
soles  are  flexible,  and  in  every  way  they  are 
made  to  afford  the  greatest  degree  of  comfort.— 
Schuneman  &  Evans,  St.  Paul,  Minn. 


-384 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Properly  fitted  shoes.  Did  you  ever  have  a 
pair  of  shoes  that  gave  you  much  discomfort- 
were  ill-fitting?  An  ill-fitting  pair  of  shoes  are 
not  only  troublesome  but  they  will  not  wear 
half  as  long  as  a  perfect  fitting  shoe.  Here,  at 
the  Raymond  shoe  shop,  we  fit  your  feet  perfectly, 
give  you  shoes  that  will  please  you  as  to  style 
and  give  you  comfort  in  their  perfect  fit.  A  full 
variety  of  the  latest  models  in  both  high  and  low 
shoes  for  man,  woman  and  child  at  popular 
prices.  We  do  not  sell  unless  they  fit. —  The 
Raymond  Shoe  Shop,  Waterbury,  Conn. 

We  have  so  many  parents  tell  us  that  our 
boy's  shoes  wear  better,  look  better,  and  cost 
less  than  what  they  have  been  buying  elsewhere. 
No  wonder  when  we  have  them  made,  bottoms 
of  white  oak  hand  sewed,  uppers  of  gun  metal 
calf,  box  calf  or  patent  colt.  Satisfied  with  small 
profit,  we  sell  a  good  many  pairs — that  tells  the 
whole  story.  It's  up  to  you  the  next  time  that 
boy  of  yours  needs  new  shoes  to  try  us. — 
Fischer's,  Trenton,  N.  J. 

The  children's  feet  should  be  protected  this 
wet  and  sloppy  weather.  School  children  are 
bound  to  get  tneir  feet  wet;  can't  help  it.  Cough 
syrup  and  rubbers  cost  about  the  same.  If  you 

E refer  the  rubbers  for  the  children,  bring  them 
ere.    We  have  everything  in  the  rubljer  line 
that's  worth  having. — Morse   &  Ilerrick,  Bing- 
hamton,  N.  Y. 

STATIONERY 

Visiting  cards,  monogram  dies,  engraving. 
We  take  pleasure  in  announcing  that  we  are 
now  in  a  position  to  fill  all  orders  for  engraved 
plate  work  and  die  embossing  with  promptness 
and  dispatch.  Samples  now  ready  for  your 
inspection. — H.  S.  Crocker  Co.,  Sacramento,  Col. 

Fine  stationery,  cards  and  invitations.  The 
samples  of  paper,  engraving  and  monogram 
stamping  submitted  by  us  are  the  same  in  qual- 
ity, style,  finish  and  design  as  shown  by  the 
Gorham  Company  in  its  establishment,  Fifth 
Avenue,  New  York,  and  thus  places  at  the  dis- 
posal of  our  patrons  the  newest  and  most  ex- 
clusive ideas  in  stationery.  We  are  therefore 
enabled  to  guarantee  in  the  execution  of  all  orders 
for  society  stationery  entrusted  to  us  a  perfec- 
tion not  usually  obtainable. — Warner's,  Fresno, 
Col. 

Great  values  in  stationery.  We  never  before 
offered  such  remarkable  bargains  in  high  grade 
stationery  as  you  can  buy  here  to-day.  We're 
closing  out  these  lots,  and  the  prices  should  do  it 
to-day.  You  may  not  need  writing  paper  or 
envelopes  very  badly  right  now,  but  you're  sure 
to  need  a  good  deal  for  summer  correspondence. 
The  quantities  are  not  large,  but  while  they 
last  you  can  buy  as  much  as  you  like  and  you'll 
pay  one-fourth  to  one-half  their  regular  selling 
price.— Jones  Dry  Goods  Co.,  Kansas  City,  Mo.  • 

STORE  EDITORIALS 

Facts  about  advertising.  "I  have  found," 
said  a  well-known  manufacturer,  "that  adver- 
tising not  only  increases  the  volume  of  business 
but  it  betters  the  quality  of  the  product  as  well." 
And  he  clearly  and  forcibly  proved  the  state- 


ment from  actual  experience.  The  same  holds 
true  in  the  retail  business  to-day.  The  store 
that  does  not  advertise  lias  no  promises  to  live 
up  to.  But  the  business  that  gives  its  ne\\>  to 
the  people  immediately  sets  for  itself  a  standard 
which  is  constantly  progressing.  Our  adver- 
tisements are  plain  promises  given  the  public  to 
supply  merchandise  of  certain  quality  at  certain 
prices.  In  fulfilling  these  promises  \\e  are  con- 
stantly giving  better  values  and  better  storf 
service. — The  G.  W.  Hobinson  Co.,  Jin  mi  I  dm, 
Old.,  Can. 

June  brides  will  find  at  the  house  that  savei 
you  money  everything  that  can  lie  desired  \\ith 
which  to  start  housekeeping.  \Vc  have  fur- 
nished hundreds  of  homes,  from  the  most  humble 
to  the  most  pretentious.  We  are  outfit  si.eeial- 
ists,  and  can  equip  your  house  from  cellar  to 
garret,  with  the  finest  goods  at  the  lowest  r<^[. 
Our  credit  system  is  the  easiest  ami  most  lenient 
in  the  city,  and  gives  you  ample  time  in  which 
to  pay  for  your  purchases.  If  you  are  con- 
templating buying  bousefuraishings,  inveMigate 
our  low  prices,  easy  terms  and  many  sjM-cial  in- 
ducements and  compare  them  with  others. — 
Wallblom  Furniture  &  Carpet  Co.,  St.  I'md, 
Minn. 

THINGS  TO  EAT  AND  DRINK 

Buttercup  bread.  There  is  a  secret  in  mak- 
ing good  bread.  Not  every  bread  baker  can 
make  the  very  best  every  day.  We  have  the 
secret;  that's  the  reason  whv  our  Buttercup 
bread  is  made  the  best  it  can  IM-  every  da;. 
good  reason  why  you  should  buy  it  to-day,  be- 
cause it  is  the  very  Ix-st  every  day.  Five  cents' 
worth  of  g<>o<lness  in  every  loaf. — Springfield 
Baking  ('onifmny,  Sfiringfici-l.  Ohio. 

Purity.  A  pie  can't  IK"  good  unless  it's  pure. 
It  must  be  made  of  real,  genuine  material — 
not  from  artificial  fruit  flavors  and  e\! 
It's  the  realness — the  purity  of  Mrs.  \\ 
home-made  pies  that  makes  them  BO  good.  You 
can  taste  the  rich,  juicy  flavor  of  the  real  fruit. 
We  are  the  largest  purchasers  of  choice  fruits 
in  this  market.  Means  something,  dot-sift  it? 
Ask  your  grocer.  If  he  doesn't  keep  them,  write 
or  'phone  us  and  we  will  see  that  you  are  served. 
— Wagner  Pastry  Co.,  Newark,  X.  ./. 

Help  the  cook  to  win  greater  success  in  baking 
by  providing  Ceres  flour.  NO  other  flour  con- 
tributes so  much  to  good  results  in  baking. 
because  no  other  flour  is  the  equal  of  Ceres  flour 
in  quality  or  purity.  Ceres  flour  always  \iclcls 
the  lightest,  whitest,  sweetest  and  most  nutri- 
tious oread.  Ask  your  grocer  for  Ceres  flmir 
and  refuse  substitutes. — Wm.  M.  Gait  <£•  (  '</., 
Washington,  D.  C. 

We're  ready  to  furnish  your  supplies  for  your 
New  Year  dinner  of  the  choicest  groceries  and 
the  nicest,  freshest  vegetables  the  market  afl'ords. 
The  satisfied  expressions  on  the  faces  of  the 
customers  who  throng  to  our  store  will  convince 
you  that  they  have  found  the  right  articles  at 
reasonable  prices.  Give  us  a  trial  order  that 
you  may  judge  for  yourself  of  the  quality  of  our 
goods.  You  will  then  begin  the  New  Year 
right  by  becoming  our  steady  customer. —  The 
Dunning  Grocery  Co.,  Binghamton,  N.  Y. 


INTRODUCTIONS  AND  STORE  LOCALS 


485 


Hatavia  pure  food  poods.  Our  large  sale* 
in  this  eddmted  liraiul  of  canned  goods  con- 
vince us  that  they  are  without  an  equal  in  the 
city.  In  order  that  you  may  test  the  merits  of 
these  goods,  we  will  give  another  special  dis- 
count sale  on  all  orders  of  six  or  more  packages 
hearing  the  name  Batavia. — McFarhmd  &  Son, 
Manxfifld,  Ohio. 

Your  food  is  an  imix>rtant  matter — the  best  is 
none  too  good.  We  guarantee  to  send  you 
nothing  but  what  is  good,  fresh  and  clean  in  the 
grocery  line. — Lantz,  Munnficld,  Ohio. 

R»xl  Rock.  Your  doctor  will  recommend  Red 
Rock  ginger  ale  as  a  delicious,  non-alcoholic, 
non-stimulating  beverage  to  drink  at  home; 
nothing  excels  Red  R<x-k  ginger  ale.  Add  to 
this  its  marveloiisly  beneficent  influence  on  di- 
gestion, and  vou  have  the  truly  ideal  beverage. 
Look  for  the  Red  Hock  crown  stopper  on  bottles 
— it  is  your  only  protection.  Sold  in  bottles  at 
all  groceries,  etc.,  and  on  draught  at  founts. — 
l\' inter,  Loeb  &  Co.,  Montgomery,  Ala. 

Soda  water  is  not  all  alike.  W«  take  especial 
pride  in  this  branch  of  our  business,  and  give 
it  our  personal  attention.  We  use  pure  filtered 
water,  charged  carefully,  and  make  our  syrups 
from  rij>e  selected  fruit.  Ice  cream  soda  with 
fresh  crushed  fruit,  and  pure  rich  syrups.  Sun- 
daes which  satisfy  and  quench  the  thirst,  and  all 
other  summer  beverages  served  at  our  fountain. 
— Britttm  Drug  Store.  Trrnton  N.  J. 

Lawson  Pink  brand  canned  spinach.  We 
have  no  hesitancy  in  saying  \\\\^  is  the  finest 
spinach  that  comes  in  cans — and  it's  infinitely 
better  than  ninety  JKT  cent,  of  the  vegetable 
that  comes  direct  to  you  from  the  garden.  It  is 
absolutely  clean.  It  doesn't  taste  flat  or  insipid. 
All  the  goodness  and  character  of  the  green 
spinach  is  intact,  and  there's  no  waste  whatever. 
Special  to-day,  two  cans  twenty-five  cents.  Is 
Saturday  your  corned  beef  day?  If  it  is  you 
should  get  some  of  this  spinach  to  go  with  the 
beef.— IP.  W.Walker  Co.,  Hartford,  Conn. 

Our  fine  juicy  steaks  are  fit  for  a  king  to  eat, 
and  then  we  have  any  seasoning  that  a  j>erson 
could  want. —  The  Shreeves-Grocery  Co.,  Deni- 
son,  Texas. 

Lily  brand  ham,  bacon  and  lard  is  not  manu- 
factured by  the  notorious  beef  tnist.  It  is  home 
production,  home  industry,  and  is  superior  to 
every  other  brand  on  the  market,  owing  to  our 
own  personal  supervision  of  production.  Just 
ask  for  Lily  brand. — Mitchem  Bros.  &  Co., 
Spokane,  Wash. 

Just  Prairie  State  coffee.  The  best  flavored 
and  purest  25c.  coffee  on  the  market.  Save  the 
wrappers.  In  buying  this  coffee  you  save  one- 
tenth  of  your  coffee  bill.  In  this  way  you  re- 
duce your  living  expenses.  Everybody  sells 
Prairie  State.  If  your  grocer  does  not,  write 
us,  and  we  will  see  that  you  obtain  the  coffee. — 
The  Grand  Forks  Mercantile  Co.,  Grand  Forks, 
N.  Dak. 

Maple  sugar  that  is  new  and  absolutely  pure. 
\Ye  are  receiving  the  same  beautiful,  soft,  rich 
maple  sugar  from  Mr.  Cottrell  that  we  usually 
handle.  It  comes  to  us  fresh  about  three  times 
a  week,  and  is  just  what  we  like  to  sell.  Small 
cakes,  20c  pound,  bricks  three  to  four  pounds, 


18c  pound. — Newton,  Robertson  &  Co.,  Hartford 
Conn. 

The  best  judges  of  meats  in  Omaha  will  tell 
you  they  never  have  to  complain  of  getting  tough 
meat  at  our  market.  We  handle  only  prime  and 
juicy  meats — nothing  but  the  best  is  what  you 
get  when  you  leave  your  order  with  us.  Expert 
judges  are  always  delighted  with  the  choice  cuts 
that  we  send  to  their  order  from  our  stock.  If 
you  have  never  given  us  a  trial  better  do  so. — 
Jos.  Bath's,  Omaha,  Neb. 

TRUNKS,  BAGS,  ETC. 

Yesterday  we  went  through  our  splendid  stock 
of  leather  bags  and  picked  out  every  one  that 
showed  signs  of  shop-wear  and  was  at  all  in- 
jured from  display.  Of  these  we  found  about 
five  hundred — and  we'll  put  'em  on  sale  to- 
morrow in  two  lots,  at  sensational  bargain 
{ trices.  All  are  bags  of  high  quality  and  in  the 
avored  styles  and  colors  of  the  season.  None 
are  too  badly  damaged  for  use  —  many  are  so 
slightly  injured  that  they  might  be  sold  as  brand 
new.  Prices  are  less  than  half  of  average  cost. 
—Keely  Co.,  Atlanta,  Ga. 

Do  you  want  a  trunk?  Will  vou  need  one 
next  summer  ?  We  have  told  you  the  story  of  the 
carload  we  received  last  week,  over  one  hun- 
dred trunks,  all  of  best  quality  and  latest  style. 
Thrifty  people  have  taken  many  of  these  trunks 
the  past  few  days,  bought  them  at  prices  twenty 
to  twrnty-five  per  cent,  less  than  manufacturer's 
cast.  To-day  we  counted  forty  sold  but  we  still 
have  a  complete  stock  to  select  from.  After  we 
vacate  our  present  quarters  we  will  not  have 
place  to  store  this  merchandise  and  to-morrow 
you  can  have  a  trunk  at  a  price  that  will  sur- 
prise youv—  Golden,  Fort  Wayne,  Ind. 

Our  showing  of  the  leather  things  which  your 
comtort  and  convenience  demand,  whether  for 
a  day's  outing  or  an  extended  Euroj>ean  trip,  is 
very  broad.  We  maintain  what  we  believe  to 
be  one  of  the  most  exhaustive  stocks  of  trunks, 
bags,  suit  cases  and  kindred  requisites  to  be 
found.  And  if  our  imprint  identify  the  requisite 
you  may  be  assured  of  this :  It  will  satisfy  every 
demand  which  even  the  roughest  journey  may 
impose. — Woodward  &  Lothrop,  Washington, 
D.C. 

UMBRELLAS 

Birds'  head  parasols.  Feathered  birds'  heads 
or  the  heads  of  birds  developed  in  white  kid  or 
lizard-skin  are  a  feature  of  the  latest  parasols 
brought  from  foreign  lands.  They  are  of  soft, 
white  taffeta  and  are  mounted  upon  unusually 
long  sticks.  The  full  length  of  the  handle  is 
covered  with  white  kid  and  bone  balls  tip  the 
ribs.  A  huge  double  silk  tassel  is  one  of  the 
features,  while  another  good  feature  is  the  hem- 
stitched border  to  the  silk.  All  in  all,  these  are 
among  the  best  parasols  yet  shown,  specially  for 
carriage  use. — Abraham  &  Straus,  Brooklyn, 
N.Y. 

Another  famous  sale,  umbrella  seconds. 
Men's,  women's,  boys'  umbrellas.  Another 
throng-bringing  magnet — another  sale  that  will 
cause  our  umbrella  department  to  be  talked  about 


486 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


in  hundreds  of  homes,  fine  union  silk  taffeta,  tape 
edge;  union  silk  serge,  hemmed  edge;  strong, 
light  paragon  frame;  handles  in  fine  variety, 
natural  wood  "Prince  of  Wales"  hooks,  opera 
loops,  some  coverings  have  slight  defect  in 
weave,  nothing  to  hurt,  in  most  cases  hard  to 
find.— L.  S.  Plant  &  Co.,  Newark,  N.  J. 

WALL  PAPER 

It  is  now  possible  to  get  any  effect  you  wish 
with  wall  paper.  It  has  been  but  a  few  years 
since  the  price  of  fine  wall  paper  was  so  much 
that  only  a  few  people  cared  to  go  to  the  expense 
necessary  to  get  the  selection  desired.  The  rea- 
son why?  Machinery  had  not  been  made  to 
manufacture  the  finer  grades,  and  those  made  by 
hand  were  necessarily  more  expensive.  To-day 
it  is  entirely  different.  The  finest  designs  are 
run  off  at  a  high  rate  of  speed  and  the  fine  old 
pieces  of  hand  work  (which  will  live  forever) 
are  copied  and  made  better  than  the  originals 
themselves  and  at  greatly  reduced  prices.  It  is 
wonderful  what  can  be  done  to-day  in  wall  paper 
at  small  cost.  Before  you  refurnish  your  walls 
we  will  be  glad  to  have  the  opportunity  to  go  into 
the  matter  with  you.  Our  experts  are  at  your 
service. — Bazille  &  Partridge,  St.  Paul,  Minn. 

Chicago  or  Mt.  Pleasant.  Why  buy  your  wall 
paper  in  Chicago  when  you  can  get  it  cheaper  in" 
Mt.  Pleasant?  We  carry  a  large  and  well 
assorted  stock  of  wall  paper  which  you  can  see 
with  your  own  eyes  and  select  from  in  person. 
Bring  in  your  samples  from  Sears,  Roebuck  & 
Co.,  or  Montgomery,  Ward  &  Co.,  and  com- 
pare them  with  our  prices  and  samples.  Wre 
want  to  show  you  that  you  can  save  money, 
time  and  worry  about  your  wall  paper.  If  you 
buy  your  paper  in  Chicago  you  must  pay  the 
freight.  You  must  trim  the  paper  yourself. 
You  must  choose  from  a  few  samples.  You 
cannot  return  unused  paper  and  receive  credit 
for  it.—  The  Normal  Drug  and  Book  Store,  Mt. 
Pleasant,  Mich. 

WOMEN'S  CLOTHING 

No  descriptions,  however  elaborate,  could  do 
justice  to  the  styles  we  are  offering  for  this  sea- 
son. The  dresses  for  the  girl  graduate  are  here 
— gowns  all  sheer,  and  soft  and  fluffy,  billowy 
with  lace  and  rich  with  soft  ribbons.  Also  the 
plainer  linen  and  lawn  shirt  waist  suits  that  are 
"just  right"  for  afternoon  wear— and  all  at  the 
most  attractive  prices.  We  offer  below  a  few 
brief  items  that  are  especially  good  values. — 
Boston  Store,  Binghamton,  N.  Y. 

These  beautiful  spring  suits  come  in  chiffon 
Panama  in  the  popular  light  and  dark  shades; 
also  in  exquisite  new  pin  stripes,  dainty  checks, 
and  fancy  mixtures,  portraying  grace  and  beauty 
in  every  line;  also  in  voiles.  Among  the  many 
delightful  styles  are  the  new  cutaway  coat  suits, 
the  popular  Etons,  the  natty  Romeo,  and  the 
tailored,  tight-fitting  short  coat  styles.  All  have 
the  new  circular  flare  or  plaited  skirts,  which 
give  such  a  stylish  graceful  air  to  the  wearer.— 
Warren  M.  Crosby  &  Co.,  ,'Jopeka,  Kan. 


Silk  shirt  waist  suits.  What  marvelous  beauty 
and  distinctive  style  is  represented  in  these  new 
Novi-Modi  silk  shirt  waist  suits.  Fresh  ideas 
direct  from  New  York  are  embodied  in  the  lovely 
creations,  and  they  display  exceptionally  well. 
A  very  pretty  style  in  this  line  is  the  Juni{>er" 
effect,  in  smart  Shantung  silk  of  extra  good 
quality,  very  tastily  piqued  with  tartan  and 
trimmed  in  self,  with  newest  finish. — Hudson's 
Bay  Co.,  Winnipeg,  Can. 

Fortunate  purchase  of  silk  jumper  suits,  also 
demi-costumes.  Just  at  the  time  when  the  call 
for  dainty  shirt  waist  suits  is  becoming  urgent,  a 
maker  whose  garments  are  sought  after  1>\  the 
leading  retailers  of  the  country  asked  us  to  figure 
on  .a  large  surplus  left  on  his  hands  as  a  result 
of  the  tardy  spring.  The  price  at  which  pur- 
chase was  finally  negotiated  was  below  the 
actual  expense  of  the  making.  There's  not  a 
suit  in  the  entire  collection  that  we  would  care  to 
omit.  They  eo  on  sale  Friday  and  Saturday. — 
J.  Sparling  £  Co.,  Ihlroit.  Mich. 

A  stunning  line  of  all-w«x>l  man-tailored -street 
suits,  built  on  the  most  up-to-date  lines  for  (In- 
most up-to-date  women,  in  the  new  cutaway  and 
Ponyette  styles,  in  the  new  shades  of  tan,  gray 
and  blue,  all  silk  lined  and  never  lief  ore  sold  for 
less  than  $25,  are  now  offered  to  prompt  huvers 
for  $22.50.— Reed's  Store,  Mansfield,  ( >li  I,,. ' 

Linensuitsfor  graduation.  _  The  lady  students 
of  our  leading  universities  have  adopted  the  plain 
white  linen  skirts  ami  sheer  linen  shirt  waists  for 
their  graduation  garb.  This  has  met  with  such 
good  sue<-css  and  public  approval  that  many 
other  educational  institutions  have  followed  the 
suggestion.  If  FH-MIO  students  intend  to  adopt 
this  nobby  style  wo  have  for  the  occasion  im- 
ported a  complete  line  of  white  linens  from  the 
very  sheerest  linen  Liti.-tc  to  the  heavier  em- 
broidery linen  at  remarkably  low  prices,  together 
with  a  large  stock  of  white  linen  suits  made  up 
in  the  styles  used  by  the  university  girls,  also 
shirt  waists.  We  name  a  few.  Calf  and  insj>ect 
them  all. — Louis  Einstein  &  Co.,  Fresno,  Cul. 

Black  voile  skirts  surprise  at  $10.  Two  extra 
values  for  you  Saturday — either  style  $10 — ex- 
cellent material  in  both.  See  the  one  with  fan 
pleats  front  and  back — box  and  side  pleated  hip 
panels  trimmed  with  tiny  taffeta  straps — at  foot 
a  one-inch  and  two  narrower  taffeta  folds,  around 
skirt  l>etween  the  pleats  turning  upward  to  fol- 
low the  outline  of  front  panel.  Then  the  very 
new  25-pleated  skirt  of  twine  voile — with  three 
narrow,  stitched  folds  all  around  at  foot.  Notice 
how  deep  the  pleats  are  and  how  accurately  laid. 
These  skirts  fit  beautifully.— Mills  Dry  Goods 
Co.,  Topeka,  Kan. 

Bathing  suits.  Large  assortment  of  mohair 
and  silk — suits  for  children.  If  you're  going  to 
the  shore  it's  time  to  think  of  bathing  suits.  \\  . 
are  supplied  this  season  with  a  large  display  of 
bathing  suits,  made  according  to  the  most  aj>- 
proved  standards  and  of  fine  quality  mohair  or 
silk.  Some  of  these  suits  are  made  with  sailor 
collars,  trimmed  with  wide  white  braid;  others 
are  collarless,  trimmed  with  braid  in  plain  and 
fancy  designs;  some  have  V  neck.  We  have 
some  very  stunning  suits  and  prices  are  reason- 
able.— Sage-Allen  &  Co.,  Hartford,  Conn. 


INDICES 


TOPICAL  INDEX 


A   business  story,   181. 

A  cent  contest,  194. 

A  Christmas  circular  letter,  196. 

A  clever  gift  scheme,  168. 

A  contest  that  set  the  town  by  the  ear,  193. 

A  co-operative  scheme,  185. 

A  i-iire  for  colds,  168. 

Address,  importance  of — in  advertisements, 

14. 

A  dispossess  sale,  163. 
A  doll  show,  165. 
A  drawing  contest,  191. 
Advertise,  definition  of,  30. 
Advertisement — a  failure  if  it  does  not  sell 

goods,  56. 
Advertisement  as  a  salesman,  56. 

—  distinct  parts  of  an,  5. 

—  crowding  an,  39. 

—  incomplete  without  prices,  42. 

—  intended  to  persuade,  58. 

—  on  wrapping  paper,  109. 

—  prices  most  important  part  of,  43. 

—  spoiled  by  poor  cuts,  27. 

—  the  address  in  an,  14. 

—  the  argument  of  an,  30. 

—  the  dummy  or  lay-out  of  an,  5. 

—  the  introduction  of  an,  30. 

—  writing  contest,  154,  187. 
Advertisements,  specimens  of  poor,   11,   12, 

51. 
Advertising,  448. 

—  a  book,  171. 

—  advantages  of  package,  72. 

—  agency,  448. 

—  a  life  study,  286. 

—  a  new  store,  129. 

—  a  red-tag  sale,  232. 

—  at  country  fairs,  127. 

—  between  seasons,  61. 

—  books,  list  of,  463. 

—  campaign,  458. 

—  clearance  sales,  211. 

—  credit  stores,  276. 

—  department  stores,  286. 

—  disguised,  56. 

—  dishonest,  33. 

—  floats,  129. 

—  letters,  93,  371,  373,  375. 

—  magazines,   466. 

—  novelties  as  package  inserts,  111. 

—  nullified  by  retailer,  379,  382. 

—  advantages    of    store    paper    over   news- 
paper, 78. 

Advertising  opening  days,  135. 

—  special  sales,  203. 

—  story,  the,  287. 

—  the  best  club  to  use,  61. 


Advertising  the  neighborhood  store,  455. 

—  the  special  sale,  205. 

—  women's  apparel,  59,  277. 

—  a  few  words  about,  3. 

—  blind,  134. 

—  busy  season,  64. 

—  Christmas,  63. 

—  defiiiitmr—  in,  34. 

—  detail  in,  59. 

—  dull  season,  63. 

—  Easter,  61. 

—  Fall,  62. 

—  feasts  and  holidays  in,  65. 

—  holiday,  63. 

—  ideals  in,  4. 

—  mail  order,  361. 

—  originality   in,  32. 

—  poor  wit  in,  33. 

—  seasonable,  60. 

—  six  great  seasons  in,  61. 

—  spring,  61. 

—  summer,  62. 

—  timeliness  in,  60. 

—  truthfulness  in,  33. 

ADVEBTISING  SPECIFIC  LINES 

Bank,  261. 

Bread,  354. 

Brass  beds,  315. 

Canned  goods,  354. 

Caps,  330. 

Carpets  and  rugs,  266. 

Children's  hats,   340. 

China  closets,  317. 

Cigars  a<nd  tobaccos,  269,  313. 

C'locks,  333. 

Clothing,  men's  and  boys',  272. 

Clothing,  women's,  297. 

Coal,  283. 

Coffee,  353. 

Cut  flowers,  313. 

Cut  glass,  333. 

Cutlery,  323. 

Drugs,  313. 

Electricity,  319. 

Fireworks,  313. 

Furniture,  219,  315. 

Furs,  219. 

Gas,  319. 

— .fixtures,  319. 

—  lamps,  319,  320. 

—  stoves,  319,  320. 
Haberdashery,  325. 
Hardware,  322. 
Hats,  330. 
Hosiery,  219. 
Household  things,  220. 
Ice  cream,  313,  354. 


490 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Jewelry,  333. 

Lanterns,  323. 

Laundries,  336. 

Lawn  mowers,  323. 

Leather  goods,  313. 

Lenten  goods,  352. 

Linen,  221. 

Lingerie  wai«ts,  220. 

Lunches,  313. 

Meat  market,  355. 

Millinery,  221,  228,  340. 

Musical  instruments.  342. 

Muslin  underwear,  221. 

Organs,  342. 

Oxfords,  349. 

Paint,  322. 

Perfumes,  313. 

Piano,  160,  342. 

Player-piano,  345. 

Real  estate,  345. 

Savings  Banks,  261. 

Shirts,  222. 

Shoes,  150,  218,  348. 

Silverware,  322,  333. 

Stationery,  313. 

Straw  hats,  332. 

Things  to  eat  and  drink,  352. 

Tobacco,  269. 

Toilet  articles,  313. 

Tools,  322. 

Towel  service,  337. 

Trunks,  356. 

Trust  companies,  261. 

Vegetables,  352. 

Wash  goods,  223. 

Watches,  333. 

Advertising  novelties,  104. 

how,  should  be  distributed,  107. 

short  list  of,  105. 

worthless,  105. 

A  follow-up  campaign  for  the  retailer,  98. 

A  football  folder,  169. 

A  good  black  paint  for  window  cards,  122. 

Circular,  182. 

idea,  177. 

voting  scheme,  180. 

Window  display,  170. 

A  guide  map,  169. 

A  guessing  contest,  159. 

A  hidden  word  contest.  185. 

A  holiday  suggestion,  180. 

A  living-picture  window,  171. 

Alliteration,  440. 

A  magazine  free  for  one  year,  173. 

Amateur  cartoons,  166. 

A  measuring  bee,  167. 

A  missing  letter  contest,  182. 

A  mysterious  package,  187. 

Analysis  of  an  article  to  be  advertised,  69. 

a  brand  of  shoes,  69. 

An  appropriate  sign,  166. 

An  auction  sale  idea,  164. 

An  autumn  display,  166. 

An  easy  scheme  to  work.  184. 

A  newspaper  contest,  184. 

An  animated  window,  165. 

Anniversary  advertising,  68. 

An  old  scheme  in  a  new  dress,  178. 


An  old  scheme  revised,  177. 

table,  175. 

An  optical  illusion,  179. 
Another   100  bargains,  251. 

—  guessing  contest,   181. 
A  novel  idea,  167. 

An  untimely  advertisement,  60. 

A  painting  competition,  188. 

A  photographic  content,  191. 

A  phonograph  idea,  184. 

A  premium  advertisement.  199. 

A  race  suicide  scheme,  149. 

A  retailer's  mail  order  department,  367. 

Argument,  How  to  set  the,  37. 

—  the,  30. 

Artistic  and  ornamental  type,  49. 
A  scramble  for  live  pigeons,  176. 
A  sensational  advertisement,  176. 

scheme,  180. 

A  sensible  sensational   scheme.   157. 

A  Shetland  pony  for  boys  and  girls,  160. 

A  smashed  window  effect,  150. 

A  snow  man,  166. 

A  stock  market  sale,  149. 

A  summer  scheme,  186. 

A  Topsy  contest.  159. 

Attract  the  dancers,  182. 

A  voting  contest,   163. 

A  window  card,   169. 

B 

Baby  shows,  149,  238. 
Bachelor's  comfort  bags,  169. 
Bad  taste  in  advertising,  33. 
Bald  statements,  38. 
Bank  advertising,  261. 
Bargains,  leaders  and,  223. 
Bargain  lights,  230. 

—  post  cards,  181. 
Barn  signs,  125. 

Barr's  automobile  bargains,  245. 
Best  paying  booklets,  8d. 

—  shape  for  booklet- 
Bt-tween  seasons  advertising,  63. 
Be  specific  in  quoting  prices,  44. 
Billboard  advertising,  126. 
cost  of,  385. 

Bindings,  447. 

—  cost  of,  448. 

Blank  ink  or  Rubber  Stamp  pads,  121. 
Blind  advertising,  134. 
Blotters,  104. 

—  how  to   distribute,  103. 

—  make  good  advertisements,  103. 
Blotting  paper,  445. 

Blue  pencil  ads,  121. 

Booby  sale,  210. 

Books,  dimensions  of,  4t.~>. 

—  on  advertising  and  kindred  subjects,  463. 
Book  paper,  443. 

Booklet  cover,  specimen  of,  86. 
Booklets,  85. 

—  cost  of,  90. 

—  cover  of,  88. 

—  hints  on  preparation  of,  88. 

—  more  personal  than  newspapers,  85. 
Booklets  should  be  entertaining,  87. 

—  should  be  mailed,  03. 

—  should  usually  be  illustrated,  87- 


TOPICAL  INDEX 


491 


-.  the  aristocrats  of  advertising,  86. 

—  the  In-st    paying,  86. 

. —  the  best  shape  for,  86. 

—  the  scope  of,  87. 
Borders  and  ornaments,  411. 

—  ellVctive  means  of  display,  49. 

—  how  to  make,  412. 

—  newspaper.  411. 

—  rules  as.  411. 

—  use  of,  411. 

Boys  and  girls,  sehemes  to  attract,  187. 

—  baseball   train,  H7. 

—  clot hiii;r  sale.  218. 
Bread   advertising,  354. 
r>ra-s  bed  advertising,   315. 

—  rules,  411. 
Bric-a-brac,  333. 
I'.ri-tdl  board.  445. 
Bubbler  free,  193. 
r.imiralow  bargain  sale,  233. 
Business  man,  what  shall  he  read,  462. 
Busy  season,  advertising,  64. 


Calendars,  102. 

—  as  an  advertising  medium,  102. 

—  classes  of,  102. 
Campaign,  an  advertising,  458. 
Canned  foods  advertising,  354. 
Capital  letters,  435. 

Cap  advertising,  330. 

Cars,  street,  127. 

Car  fare  paid,  158. 

Carnival  Sale,  238. 

Carpet  and  rug  advertising,  266. 

Catalogue,  386. 

—  houses,  the  big,  363. 
Catch    phrase.  20. 
Charity  sales,  2:?7. 
Check  binding,  447. 
Children's  contests,  154. 

getting  boys  and  girls  to  work  for  the 

store,  1 56. 
Children's  hat  advertising,  340. 

—  week,  248. 

—  writing  contest,  154. 
China  closet  advertising,  317. 
Christmas  advertising,  63. 

—  prize  contest,   184. 

Cigar  and  tobacco  advertising,  269,  313. 

—  pockets  as  premiums,  164. 
Circular,  a  good,  182. 

—  a  Christmas,   196. 

—  letters,  177. 
Circulars,  93,  96,  196. 

Classes,  advertisements  to  appeal  to  better, 
45. 

—  of  buyers,  56. 

two  distinct,  57,  58. 

Classified  columns,  reading  notices  in,  55. 
Clearance  sales,  importance  of,  211. 

buying  snaps  for,  212. 

Clipped  advertisements,   170. 

Clock  advertising,  333. 

Clothing  advertising,  men's  and  boys',  272. 

women's,  277. 

Clover  day,  240. 
Coal  advertising,  283. 


Coffee  advertising,  353. 
Columns,  size  of  newspaper,  402. 

—  width  of.  402. 

—  width  of  newspaper,  402. 
Commonplace  expressions,   73. 
Commonplace  generalities,  41. 
Comic  illustrations,  27. 
Compounding  words,  439. 

Contests  (see  guessing  and  voting  contests), 

—  (see  children's  contests). 

—  (see  drawing  contests). 
Contest,  a  cent.  195. 

—  a  drawing,  191. 

—  advertisement  writing,  187. 

—  a  good  voting,  180. 

—  a  guessing,   159,  181. 

—  a  hidden  word,  185. 

—  amateur  cartoon.  166. 

—  a  massing  letter,  182. 

—  an  easy,  to  work,  184. 

—  a  newspaper,  184. 

—  a  novel,  181. 

—  a  painting,  188. 

—  a  photographic,  191. 

—  a,  Topsy,  159. 

—  clipped  advertisement,  170. 

—  Christmas  prize,  184. 

—  guess  for  a  house  and  lot,  167. 

—  guessing  postal  receipts,  164. 

—  guess  when  a  watch  will  stop,  165. 

—  how  many  seeds  in  a  pumpkin,  170. 

—  literary,  185. 

—  postal  card,  158. 

—  puzzle  advertisements,  165. 

—  that  set  town  by  the  ears,  193. 

—  the  most  popular  lady,  173. 

—  wagon  loads  of  women,   158. 

—  window  card,  191. 

—  word-building,  159. 

—  voting,  187. 

Co-operative  store  papers,  83. 
Cost  of  booklets,  90. 

—  of  enquiries,  391. 

—  of  store  papers,  83. 
County  fairs,  127. 

attractions  at,  128. 

booths,  at,  128. 

exhibits,  128. 

Coupon  sales,  239. 

Coupons  exchanged  for  car  fare,  182. 

—  specimen  of,  107,  195. 

—  for  drawing  contests,  156. 
Cover  of  booklet,  88,  90. 

—  paper,  443. 

Credit  stores,  advertising,  276. 

Crisp  one  dollar  bills  to  customers,  163. 

Crowding  an  advertisement,  39. 

Cut  flower  advertising,  313. 

Cut  glass  advertising,  333. 

Cuts  (see  illustrations). 

Cuts,  something  about,  414. 

Cut-rate  drug  store  advertising,  314,  315. 

Cutlery  advertising,  322. 

Cutting  prices,  45. 


Date  lines,  438. 

Definiteness  in  advertising,  34. 


492 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Department  managers'  sales,  244. 

—  store  advertising,  286. 
Description  of  article  advertised,  37. 
Description,  avoid  commonplace  generalities 

in,  41. 
Descriptions,  bald  statements  in,  38. 

—  be  definite  in,  37. 
Details  in  advertising,  59. 

Dignity  not  lowered  by  quoting  prices,  43. 

Direct  command,  21. 

Dimensions  of  books,  445. 

Disguised  advertising,  56. 

Dishonest  advertising,  33. 

Display,  effective,  403. 

—  ideal,  47,  50. 

—  in  classified  columns,  55. 

—  italics  as,  49. 

—  meaning  of,  402. 

—  white  space  in,  48. 

—  wrong  method  of,  49. 

—  lines  should  be  set  in  same  style  of  type, 
47. 

—  too  many  lines,  47,  49. 
Distribution  of  dodgers,  113. 
Division  of  words,  439. 
Doctored  walnuts,  178. 
Dodge's  latest  dodge,  172. 
Dodgers,  112. 

—  distribution  of,  113. 

—  why  are  usually  bad  advertising,  112. 

—  keying  results  of,  114. 
Dolls  free,  173. 

Dolls'  sihirts  free,  160. 
Dollars  worth  $1.05,  175. 
Dominoes  free,  189. 
Dra wing  contests,  155,  156. 

periodical,  155. 

_ Weekly,  155. 

gambling  features  of,  eliminated,  155. 

coupons  for  use  in,  156. 

Dress  goods  sale,  218. 
Drug  store  advertising,  313. 
Dull  season  advertising,  63. 
Dummy,  the,  5. 


E 


Easter  advertising,  61. 
Effective  display,  403. 
Electrotypes,  how  made,  417. 
Embroidery  lessons  free,  178. 
Encouraging  sports,  161. 
Envelope  day,  148. 

—  enclosures,  111. 

Envelopes,  sizes  and  numbers,  446. 

—  baronial,  446. 

—  bank,  446. 

—  coin,  446. 

—  commercial,  446. 

—  drug,  446. 

—  pamphlet,  446. 

—  pay,  446. 
Exaggeration,  442. 

—  not  necessary,  289. 

Examples  of  timely  advertising,  66. 
Executor's  sale,  218. 
Extravagant  use  of  rules,  50. 
Every  twentieth  purchase  free,  163. 


Fall  advertising,  62. 

—  openings,  135. 
Feasts  and  holidays,  65. 
Feeds  his  clerks,  164. 
Fence  signs,  125. 

wording  on,  126. 

Figures,  437. 

Firework  advertising,  313. 

Firm  name,  14. 

Five-cent  sale,  218. 

Five-minute  sale,  237. 

Five  per  cent,  discount  sale,  170. 

Floats,  advertising,  129. 

Folder,  a  football,  169. 

Folders,  85,  369. 

Follow-up  system.  388. 

Footwear  sales,  218. 

For  a  hatter's  window,  168. 

For  a  Thanksgiving  window,  166. 

Form  letters,  97. 

Formal  store  openings,  130,  135. 

Form  of  the  page  of  a  book,  445. 

For  the  window  display,  179. 

Fourth  of  July,  188. 

Free  insurance  policies,  158. 

—  street  cars,  177. 

—  photographs,   161. 
Friday  special  leader,  226. 
Full  bound,  Xo.  1,  448. 

extra,  448. 

Furniture  sales,  219. 

—  advertising,  315. 
Fur  sales,  219. 


G 


Gambling  features  of  drawing  contests  elim- 
inated, 157. 
Gas  and  electricity,  319. 

—  fixtures,  319. 

—  lamps,  319,  320. 

—  stoves,  319,  320. 

Gem  pudding  dishes  as  leaders,  225. 
General  advertiser,  the,  379. 

—  advertiser's  campaign,  384. 
Generalities,  avoid  commonplace,  41. 
Getting    boys    and   girls    to    work    for   the 

store,  156. 

Gift  schemes,  141,  146. 
Gifts  from  $1  to  $50,  242. 

—  to  church  societies,  159. 

Giving  working  men  a  discount,  148. 

Glass  cleaner,  122. 

Glossary  of  technical  terms,  448. 

Going-away  sale,  219. 

Good  key  schemes,  155,  156. 

Grammar,  440. 

Grammatical   use  of  words  and  sentences, 

435. 

Guessing  and  voting  contests,  151. 
•  —  ( see  voting  contests ) . 

—  contest  coupons,  151. 

—  contests,    advertisements    of,    not    mail- 
able,  154. 

Guessing  contests,  how  long  to  run,  151. 

success  of,  depends  on  advertising,  151. 

Guessing  for  a  house  and  lot,  167. 


TOPICAL  INDEX 


493 


Guessing  number  of  seeds  in  a  pumpkin,  152. 

—  postal  receipts,  Iti4. 

—  when  a  watch  will  stop,  1G5. 

H 

Haberdashery,  advertising,  325. 
Hackneyed  expressions,  34. 
Half-tones,  how  made,  414. 
Half-price  sale,  234. 
Half  binding,  447. 
Handbills,  112. 
Happy  week  sale,  255. 
Hardware,  322. 
Harmonizing  colors,  121. 
Hat  and  cap  advertising,  330. 
Headline,  20. 

—  a  direct  proposition,  21. 

—  direct  command   in,   21. 

—  pictorial.  25. 

—  sensational,  23. 

Headlines,  size  of  type  to  be  used  in,  402. 

Help-yourself  sale,  '233. 

Hidden  word  contest,  154. 

Hints  on  preparation  of  booklets  for  printer, 
88. 

Holiday  advertising,  63. 

Holiday  in  advertising,  65. 

Hosiery  sale,  219. 

Hour  sale,  227. 

House  furnishing  advertising,  249. 

Household  things  sale,  220. 

House  organ   (see  store  papers). 

How  advertising  novelties  should  be  dis- 
tributed, 106. 

How  to  make  borders,  412. 

—  many  seeds  in  a  pumpkin,  170. 

—  much  space  required,  400. 

—  to  distribute  blotters,  105. 

—  to  figure  paper  stock,  446. 

—  to  prepare  copy,  418. 

—  to  read  and  mark  proof,  429. 

—  to  wash  a  shirt,  163. 


Ice  cream  advertising.  313,  354. 
Ice  cream  parlors,  354. 
Ideal  display,  47,  50. 
Illustrations  as  eye  catchers,  27. 

—  comic,  27. 

—  object  of  good,  29. 

—  something  about,  414. 

—  suggestive,    27. 

—  that  really  illustrate,  28. 
Imitation  screaw  heads,  122. 
Indention,  403. 

—  hanging,  403. 
Inquiries,  388. 

—  cast  of,  391. 

Insurance  policies  as  premiums,  179. 
Introduction  or  argument,  5,  30. 

—  specimen  of  bad,  72. 

—  how  set,  37. 

—  for  booklet,  87. 
Introductions  for  special  sales,  215. 

—  size  of  type  to  be  used,  402. 
Invitations,  formal,  for  store  openings,  130, 

135. 


January  clearance  sale,  220. 
—  sale  of  lingerie,  220. 
Jardiniere  stands,  advertising,   317. 
Jewelry,  advertising,  333. 
Je.veler's  package  sale,  230. 


K 


Keys  and  lock  scheme,  155,  156. 
Keying  newspaper  advertisements,  173. 
—  results  of  dodgers,  114. 


Lantern  advertising,  323. 
Laundry  advertising,  336. 
Lawn  mower  advertising,  322. 
Layout  of  an  advertisement,  5,  7. 
Leaded,  401. 
Leaders,  438. 

—  and  bargains,  223. 
Leaflets,  85,  90. 

—  hints  on  preparation  of,  90. 
Leather  goods  advertising,  313. 
Lenten  goods  advertising,  352. 
Letters,  advertising,  93. 
Letter  patterns,  120. 

—  writing  contest,  192. 
Low  prices,  44. 

Linen  sale,  221. 

Liner  advertising  for  the  retailer,  55. 

Lingerie  waist  sale,  220. 

Listen  sale,  206. 

List  of  articles  suitable  for  premiums,  198. 

—  of  books  on  advertising  and  kindred  sub- 
jects,  463. 

List  of  window  cards,  123. 

—  of  worn  out  phrases,  73. 

—  of  successful  sales  names,  209. 
Literary  contest,  185. 

Little  selling  helps,  145. 
Lunches,  advertising,  313. 

M 

Magazines,  Advertising,  466. 

Manila  paper,  445. 

Mailing  cards,  93,  99. 

Mail  order  advertising,  361. 

Mail  order  advertising,  a  retailer's,  367. 

papers,   361. 

Meat  market  advertising,  355. 
Merry  Andrews  for  money,  150. 
Metal  signs,  125. 
Mile  posts,  125. 
Mill  end  sale,  243. 
Millinery,  340. 

—  sale,   221,   228. 

Mind  reading  scheme,  174. 
Miscellaneous  articles,  453. 

—  information,  443. 
Mocking  bird  day,   188. 
Money   gifts,    161. 

—  refunded  on  special  days,  150. 

—  sold  at  a  discount,  149. 
Monstrosities,  157. 
Motto  cards,  118. 


494 


HOW  TO  ADVERTISE  A   RETAIL  STORE 


Music  and  musical  instruments,  342. 
Muslin  underwear  sale,  221. 
Mutilated  coins,  161. 

H 

Names  of  store  papers,  83. 

—  of  types,  400. 

Nameplates,  15,  16,  17,  18,  19. 

Names  of  type  sizes,  400. 

Neighborhood    store,    advertising   the,    129, 

455. 
New  store,  opening  a,  129. 

opening  invitations  for  a,   130. 

interior  decorations  for  a,  131. 

souvenirs  for  a,   132,  133. 

window  trims  for  a,  133. 

Newspaper  advertising,  5. 

—  borders,  411. 

New  use  of  dash  in  ad-writing,  439. 
Notion  sale,  221. 
Novel  contest,  181.    • 

—  sales  plans,  226. 

another   100  bargains,  251. 

baby  show,  238. 

bargain  lights,  229. 

Barr's  automobile  bargain  sale,  247. 

bungalow  bargain  sale,  233. 

carnival  sale,  238. 

charity  sale,  237. 

children's  week,  248. 

clover  day,  240. 

coupon  sales,  239. 

department  manager's  sale,  246. 

five  minute  sales,  237. 

gifts  from  $1  to  $50,  242. 

half-price  sale,  234. 

happy  week  sale,  255. 

help-yourself  sale,  233. 

hour  sales,  227. 

house  furnishing  sale,  249. 

jeweler's  package  sale,  230. 

mill  end  sale,  245. 

nine-cent  sales,  240,  243. 

novel  millinery  sale,  228. 

red  letter  sales,  236. 

red  tag  sale,  232. 

see-saw  sales,  229. 

silk  sales,  249. 

star  bargains,  229. 

St.  Valentine  specials,  248 

tag  sales,  232. 

Thanksgiving  sales.  250 

time  sales,  227,  229. 

w«ek  of  nations,  240. 

white  carnival,  238. 

~      ;  —  Workingman's  sales,  249 

V>velties,   313. 

Nine-cent  sale,  240,  243. 

Number  of  ems  in  a  line  of  type,  447. 

O 

Object  of  good  cuts,  29. 

Odds  and  ends  sale,  221. 

One  purchase  in  a  hundred  free   165 

Opening  a  new  store,  129 

Opening  invitations,  130,  135   136 

Openings,  millinery,  340. 

Organ  advertising,  342. 


Originality  in  advertising,  32. 

Oriental  rugs,  266. 

Ornamental  type,  49. 

Ornaments,  411. 

Outdoor  advertising,  barn  signs,  125 

billboards,  126. 

delivery  wagons,   127. 

fence  signs,  125. 

metal  signs,  125. 

street  cars,  127. 

Oxford  advertising,  349. 


Package  sales,  229,  230. 

—  should  receive  attention,  109 

—  inserts,  109,  162,  4.">7. 
Paint  advertising,  322. 
Paper,  blotting,  445. 

—  book,  443. 

—  cover,  443. 

—  correct  sizes  of  writing,  444. 

—  manila,  445. 

—  print,  443. 

—  sizes  of  ruled,  444. 

—  writing,  443. 
Parades,  floats  in,  120. 
Perfume  advertising.  313. 
Periodical  drawing,  155. 
Personal  visits  win,   106. 
Piano  advrrtiMiiL'.  342. 

—  dealers'  sehcin.-.  li;o. 
Pictorial   headlines,  25. 
Picture  cards,   104. 
Plain  language,  441. 
Plank-walk  advertising  181. 
Player-piano  advertising,  345. 
Points  about  tyj»--.  :;:•'•. 
Postal  cards,  bargain,  183. 

—  card  competition,  158. 
Posters,  striking  colors  on,  127. 
Practical  hints  on  "How  to  Prepare  Copy," 

418. 

Precious  stone  advertising.  333. 
Premium  advertisement,  199. 
Premiums   (see  schemes,  contents). 
Premiums,  a  source  of  continuing  trade,  197 

—  list  of  articles  suitable  for,  198 

—  push,  200. 

—  the  greatest  scheme  of  all,  106. 
Preparing  an  advertising  campaign,  459. 
Price  most  important  part  of  advertisement, 

4«3. 

—  tickets,  118. 
Prices,  42. 

—  be  specific  in  quoting,  44. 

—  cutting,   45. 

—  dignity  not  lowered  by  quoting,  43. 

—  emphasized,  43. 

—  importance  of,  44. 

—  low,  44. 

—  quoting  high,  8,  44. 

Principal  events  in  retailer's  year,  460 

Print  paper,  443. 

Prizes  to  lucky  purchasers,  160. 

Prize  packages,  171. 

Proof,  how  to  read  and  mark,  429. 

Proofreader's  marks,  430. 

Proofreading,  429. 


TOPICAL  INDEX 


495 


Program  for  local  events,  149. 

Public   holidays.  t>4. 

Pulls,  51. 

Pumpkin  seeds  and  pumpkin  pies,  101. 

Punctuation,  437. 

Push  premiums,  '200. 

Pux/li>  advertisements,    100,   1G5. 

—  picture  cards,  104. 

Q 

Quarter  binding,  447. 
Quarter-oil'  sales,  43. 
Quotations,  436. 
Quoting  high  prices,  8,  44. 

R 

Raised  figure  work  on  window  cards,  123. 
Readers,  local.  .~>4. 

—  medical,  52,  53. 
Reading  notices,  51. 

among  local  items,  53. 

appearing  as  news,  52. 

a  particular  view  of  editor  of  paper,  51. 

careful  preparation  of,  53. 

for  a  new  store,  134. 

free.  "»_. 

having  earmark  of  advertisement,  51. 

in  classified  columns,  55.  - 

of  more  value   than  conceded  by  ex- 
perts, 51. 

Reading  notices,  medical,  52. 
Real  estate  advertising,  34."). 
Red  letter  sale,  23G. 

—  tag  sale,  232. 

Regular  envelope  sizes,  440. 
Retailers'  mail  order  department,  307. 
Rhetoric,  441. 

Rubber  stamps,  black  ink  for,  121. 
Rule  boxes,  412. 

S 

Sale,  a  listen,  206. 
Sales,  list  of,  names,  209. 
Sales  plans    (see  novel  sales  plans). 
Santa  Claus  post  office,  l!Hi. 
Scheme   (see  contests,  sales  plans). 

—  a  cent  contest,   195. 

—  a  Christmas  circular  letter,  190. 

—  a  clever  gift,  108. 

—  a  contest  that  set  the  town  by  the  ears, 
193. 

—  a  co-operative,  185. 

—  a  cure  for  colds,  168. 

—  a  dispossess  sale,   163. 

—  a  drawing  contest,  191. 

—  advertisement  writing  contest,  153,  187. 

—  advertising  a  book,   171. 

—  a  faked  shoe,  147. 

—  a  foolish,   147. 

—  a  good  circular  letter,  182. 

—  a  good  idea,  177. 

—  a  good,  161. 

—  a  good  voting.   1 80. 

—  a  guide  map,  169. 

—  a  holiday  suggestion,  180. 

—  amateur  cartoons,  166. 

—  a  mysterioxis  package,  187. 

—  an  appropriate  sign,  166. 


Scheme,  an  attractive,  242. 

—  an    auction    -ale.    164. 

—  an  autumn  display.  106. 

—  an  easy  to  work,  184. 

—  animated   window,    165. 

—  a  novel,  167. 

—  a  newspaper  contr-t .  184. 

—  an  old,  revised,  177. 

—  an  old.  in  a  new  dress,  178. 

—  an  odd  table,  175. 

—  an  optical   illusion,   179. 

—  another  guessing   contest,   181. 

—  a  painting  contest,  188. 

—  a  phonograph  idea,  184. 

—  a  photographic  contest,  191. 

—  a  scramble  for  live  pigeons,  170. 

—  a  sensational,  176. 

—  a  snow  man.   Hit;. 

—  a  trouble  brewing,  146. 

—  attract  the  dancers,  182. 

—  a  voting,  187. 

—  a  window  card,   169. 

—  baby  shows,   149. 

—  bachelors'  comfort  bags,  169. 

—  bargain  post  cards,  181. 

—  bomb-s.helK  129. 

—  boys'  baseball  team,  187. 

—  bubbblers  free,  193". 

—  business  story,   181. 

—  carfare  paid,  158. 

—  carnival  sale,  238. 

—  Chicago  monstrosities,  157. 

—  cigar  pockets  as  premiums,  164. 

—  clipped  advertisements,   170. 

—  crisp  one-dollar  bills  to  customers,  163. 

—  coupons  exchanged  for  carfare,  182. 

—  doctored  walnuts,   178. 

—  Dodge's  latest  dodge,  172. 

—  dollars  worth  $1.05,  175. 

—  dolls  free,  173. 

—  dolls'  shirts  free,  160. 

—  doll  show,  165. 

—  dominoes  free,  189. 

—  dress-form  chart,  98. 

—  embroidery  lessons  free,  178. 

—  encouraging  sports,  161. 

—  envelope   dav,   148. 

—  every  twentieth   purchase  free,  163. 

—  feeds  his  clerks,  164. 

—  fit-reform  clothing,  72. 

—  five  per  cent,  discount,  170. 

—  for  drawing  crowds  at  openings,  141. 

—  for  a  hatter's  window,  168. 

—  for  a  Thanksgiving  window,  166. 

—  for  the  window  display,  179. 

—  free  insurance  policies,  158. 

—  free  photographs,  161. 

—  free  street  cars,  177. 

—  gifts  to  church  societies,  159. 

—  good  window  displays,  170. 

—  guess  for  a  house  and  lot,  167. 

—  guess  when  watch  will  stop,  165. 

—  guessing  contests,  151,  159. 

—  guessing  postal  receipts,  164. 

—  holiday  suggestion.  180. 

—  how  to  wash  a  shirt,   163. 

—  innerseal  package,  72. 

—  insurance  policies  as  advertising,  179. 

—  keys  and  lock,  155. 


496 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Scheme,  letter-writing  contest,  192. 

—  literary  contest,   185. 

—  live  turkeys  thrown  from  roof,  147. 

—  magazines  free,  173. 
— •  measuring  bee,  167. 

—  merchandise  thrown  from  roof,  147. 

—  mind  reading,  174. 

—  mockingbird  day,  188. 

— •  money  refunded  on  special  days,  150. 

—  mutilated  coins,  161. 

—  newspaper   contest,    184. 

—  novel  contest,  181. 

—  one  purchased  in  every  hundred  free,  165. 
— •  package  slips,   162. 

—  personal  visits  win,  106. 

—  piano  dealer's  scheme,  160. 

—  plank  walk  advertising,  181. 

—  postal  card  competition,  158. 

—  prize  cards  at  country  fairs,  129. 

—  prize  packages,  171. 

—  prizes  to  lucky  purchasers,  160. 

—  programs  for  local  events,  149. 

—  pumpkins  and  pumpkin  pies,  161. 

—  puzzle  advertisements.  160. 

—  puzzle  advertising,  165. 

—  rules  for  all  games,  147. 

—  safe-door  to  be  fitted  by  keys,  156. 

—  Santa  Claus  post  office,  196. 

—  see-saw  sale,  229. 

—  semi-ready  clothing,  72. 

—  sensational  advertising,  176. 

—  shoes  given  away  every  Monday,  162. 

—  shoe  window  scheme,  150. 

—  show  day  gift,  146. 

—  silver  dollar  for  95  cents,  149. 

—  small  doses,  175. 

—  smashed  window,  150. 

—  souvenir  post  cards,  183. 

—  stock  market  sale,  149. 

—  ten  dollars  for  a  name,  163. 

—  testing  newspaper  advertising,   173,  183. 

—  theater  tickets  free,  168. 

—  the  left  glove,  184. 

—  the  most  popular  lady,  173. 

—  the  Regal  buzz-saw,  73. 

—  to  secure  testimonials,   160. 

—  to  sell  school  suits,  166. 

—  Topsy  contest,  159. 

—  Uncle  Sam  and  the  Spaniard,  157. 

—  voting  contest,  163. 

—  wagonloads  of  women,   158. 

—  will  your  name  fit,  169. 

—  window  card  contest,  191. 
Schemes  that  brought  business,  158. 

—  to  attract  boys  and  girls,  187. 
Seasonable  advertising,   60. 
See-saw  sale,  229. 

Selecting  a  name  for  a  special  sale,  206. 
Sensational  headlines,  23. 

—  schemes,  147,  157. 
Sentences,   439. 

—  grammatical  use  of  words  and,  435. 
Shirt  sales,  222. 

Shirtwaist  sales,  222. 

Shoe  advertising,  348. 

Shoe  window  scheme,  150. 

Shoe  shop  around  the  corner,  456. 

Shoes  given  away  every  Monday,  162. 

Short  list  of  advertising  novelties,  105. 


Signs,  125. 

—  on  glass,  123. 
Silk  sales,  249. 

Silver  and  glass  cleaner,  122. 

—  dollars  for  95  cents,   14!). 
Silverware  advertising,  322,  333. 

Six  great  seasons  in  retail  advertising,  61. 

Size  of  newspaper  columns,  403. 

Sizes  of  types  to  be  used  in  headlines,  402. 

—  of  envelopes,  446. 

—  of  flat  writing  paper,  444. 

—  of  ruled  paper,  444. 
Small  doses,  175. 

—  capitals,  435. 
Soap  advertising,  313. 

Some  advertising  novelties  useless,  105. 

—  good  window  cards,  123. 
Something  about  cuts,  414. 
Souvenir  post  cards,  98,  183. 
Souvenirs  at  special  hours,  163. 

—  at  store  openings,  132. 
Space,  contracting  for,  401. 

—  how  much  to  use,  10. 

—  standard  measurement  of,  399. 
Spatter  work  window  cards,  120. 
Special  sale,  205. 

advertising  a.  205.  208. 

limit  on  time  of,  207. 

of  twofold  nature,  205. 

selecting  a  name  for  a,  206. 

S]>ecial    -ales   introductions,  215. 

timeliness  of,  205. 

Specimen  of  had  introductions,  72. 

booklet   cover,  86. 

circular,  96. 

circular  to  children,  196. 

coupons,  109,  IM.'I. 

opening  invitations,  129,  135,  136. 

good  readers,  54. 

handbills.  112,   113,  117. 

illustrated  headlines,  25. 

introductions  for  booklet,  87. 

local  readers,  54. 

medical  readers,  52,  53. 

nameplates,  15,  16,  17,  18,  19. 

poor  advertisements,  11,  12,  51. 

Spelling,  435. 

—  out,  437. 

Spring  advertising,  61. 

should  start  with  spring  opening,  136. 

—  and  fall  openings,  135. 

decorations  for,  136.      • 

goods  displayed  at,  137. 

music  at,  1H7. 

painting  and  decorating  for,  13.3. 

preparing  for,   13.~>. 

window  decorations  for,   137. 

Star  bargain  sale,  229. 
Stationery  advertising,  313. 
Stereotypes,  how  made,   418. 
Stock,  how  to  figure  paper,  446. 
Stock  market,  149. 
Store  papers,  77. 

advantages  over  newspapers,  78. 

contents  of,  79. 

co-operative,  83. 

cost  of,  83. 

dummy  for  a,  74. 

issued  quarterly,  78. 


TOPICAL  INDEX 


497 


Mure  papers,  may  be  small,  79. 

names  of,  83. 

puz/le  department  in,  80. 

regularly  issued,  78. 

short  story  in,  80. 

—  — value  of,  depends  upon  make-up,  78. 
verses  in,  80. 

wit  and  humor  in,  80. 

what  men-hauls  can  use,  77. 

—  — write-up  of  articles  in,  81. 
Straw  hat   advertising,  330. 
Street  car  advertising,  1-7. 

Style  of  types  to  be  used  in  advertisements, 

309. 

St.  Valentine  specials,  248. 
Suggestive  illustrations,  27. 
Suit  case  advertising,  356. 
Surprise  specials,  236. 
Summer  advertising,  62. 
Synonyms,  440. 


Tag   -ales,  232. 

Talking  points  of  an  article,  68. 

Tea  and  coffee  advertising,  353. 

Technical  terms,  list  of,  448. 

Telephone  in  advertising,  290. 

Ten  dollars  for  a  name,  163. 

Terms,  list  of  technical,  448. 

Testing  newspaper  advertising,  175,  183. 

Thanksgiving  sale,  147,  249. 

Theater  tickets  free,  168. 

The  big  catalogue  houses,  363. 

The  greatest  scheme  of  all,  196. 

The  left  glove,  184. 

The  most  popular  lady,  173. 

The  reason  why,  32. 

Things  to  eat,  advertising,  352. 

Three-quarter  binding,  44S. 

Time  a  special  sale  should  run,  207. 

Timely  advertising,  examples  of,  60,  66. 

Time  sale,  227,  228. 

Tobacco  advertising,  269. 

Toilet  articles,  advertising,  313. 

Tool  advertdsing,  322. 

To  secure  testimonials,  160. 

To  sell  school  suits,  166. 

Towel  service  advertising,  337. 

Trade  marks,  value  of,  393. 

Trade  paper  advertising,  381,  385,  386. 

Trade  papers,  list  of,  407. 

value  to  merchant  of,  462. 

Trading  stamps,  197. 

Trunk  and  bag  advertising,  356. 

Trust  company  advertising,  261. 

Truthfulness,  442. 

Two  distinct  classes  of  buyers,  57,  58. 

Twofold  nature  of  a  special  sale,  205. 

Type,  artistic  and  ornamental  faces  of,  49. 

—  standard  of  measurement  of,  399. 

—  styles  to  be  used,  399. 
Types,  names  of,  400. 

—  size  of  introduction,  402. 

—  sizes  usually  used,  402. 

U 

Uncle  Sam  and  the  Spaniard,  157. 
Untimely  advertisements,  60. 


Value  of  an  inquiry  and  the  follow-up  sys- 
tem, 388. 

Value  of  a  trademark  or  trade  name,  393. 
Vegetables,  advertising,  352. 
Vignetted  background  for  window  cards,  121. 
Voting  contests   (see  schemes,  contests). 

—  contest,   187. 

—  scheme,  180. 

—  coupons,  195. 

—  for  the  most  popular  teacher,  152. 


W 


Wagonloads  of  women,  15. 

Want  advertisements,  51. 

Wash  goods  sale,  223. 

Watch  advertising,  333. 

Week  of  nations,  240. 

What  shall  a  business  man  read,  462. 

White  carnival,  238. 

—  sales,  222. 

—  space,  48. 

Why  dodgers  are  usually  poor,  112. 
Width  of  columns,  400. 

—  of  newspaper  columns,  402. 
Will  your  name  fit?  1(5!). 
Window  advertising.  116,   179. 

—  a  good  display,  170. 

—  a  living  picture,  171. 

—  an  animated,  Hi."). 

—  an  optical  illusion,  179. 

—  a  photographic  contest,  191. 

—  carnival  sale,  238. 

—  for  a  hatter's,  168. 

—  for  a  Thanksgiving,  166. 
Window  card  contest,  191. 
Window  cards,  120,  169,  191. 

good  black  paint  for,  122. 

imitation  screw  heads  for,  122. 

list  of  some  good,  123. 

raised  figure  work  on,  123. 

spatter  work,  120. 

vignetted  background  for,  121. 

—  docorations  for  store  openings,  137. 

—  trimming,  116. 

—  weddings,  145. 

Winter  advertising,  63.        , 
Wood-cuts,  how  made,  417. 
Word-building  contest,  153,  159. 
Wording  on  fence  signs,  126. 
Workingman's  sale,  249. 
Words   and   sentences,  grammatical  use   of, 
435. 

—  required  to  fill  a  given  space,  401. 

—  should  mean  something,  32. 
Write-up  of  little  value,  56. 

good  advertising,  56. 

Writing  contest  for  children,  154. 

—  paper,  443. 
sizes  of,  444. 

Wrong  method  of  display,  51. 


Zinc  etchings,  how  made,  414. 


TOPICAL  INDEX 
OF  ADVERTISEMENTS  REPRODUCED 


Advertisements,   specimens  of  poor,   11,  51, 

117. 

Advertising,  Timely,   GO. 
Anniversary,  67. 

Automobile  Run  on  Seasonable  Mdse.,  245. 
Axminster  Rugs,  225. 

B 

Bakery,  353,  354. 

Bank,  2G1,  262,  263,  264,  20.-).  474. 

Bathing  suits,  20,  282. 

Beds,  Napoleon,  50. 

Bedspreads,  82. 

Birthday  cake    (Anniversary  ad),  67. 

Biscuits,  354. 

Booklet  pages,  specimens,  91,  92. 

Booklet  cover,  specimen  of,  86. 

Books,  299.  305. 

Borders,  specimens  of,  414. 

Brass  beds,  316,  318. 

Bread,  354. 

Breakfast  foods,  379. 

Bric-a-brac,  48. 

Bungalow  bargain  sales,  235. 

Butter,  353. 


Candy,  354,  355. 
Catering,  355. 
Carpets,  82,  267,  2G8,  475. 
China  closets,  317. 
Children's  day,  62. 

—  week,  247. 
Chocolates,  382. 
Christmas,  63,  89,  294. 

Cigars,  28,  63,  209,  270,  271,  475. 
Circular  letter,  96. 

specimen  of,  to  children,  196. 

Clearance  sales,  213,  216,  217,  239,  290,  291. 
Clothing,  boys',  34,  199,  275. 

—  children's,  304. 

—  credit,  277. 

—  men's,  13,  19,  20,  29,  31,  32,  36,  41,  43, 
44,  55,  59,  199,  208,  242,  273,  274,  275, 
276,  277,  301,  309,  381,  383,  481. 

—  misses'  282,  296,  297. 

—  women's,  58,  224,  279,  280,  281,  282,  302, 
309,  374,  486. 

Coal,  283,  284,  285. 
Coats,  ladies',  224. 
Coats,  fur-trimmed,  32. 
Coffee,  379. 
Collars,  382. 


Confectionery.  476. 

Corn  cure,  51^. 

Corsets,  304,  308. 

Corset  covers,  40. 

Costume  openings,   139. 

Copy,  419,  425. 

Coupon  sale,  240. 

—  specimen  of,  107,  lOo. 

Credit  store-.  :!'.i.  :,j.  27!>,  476. 

Curtains,  82,  470. 

Cu-liion  covers,  300. 

Cut  glass,  334. 


Decoration  Day,  62. 

Dentists,  55,  477. 

Department   stores,   65,    67,   213,   210.   217. 
23.').  -244.  -!.-•.  -Jl.i.  -Jt7.  24S.  -j.-.u.  2.11, 
2:.S.    2.-.I.    i!!M>.    291.    -2'.\'2.    -J!i:;.    -JIM.    205, 
290,  2!»7.  '-".is.  L>M!>.  sou,  ;{<il.  :502.  303,  304, 
305,  300,  307,  308,  309,  310,  311. 

Diamonds,  19,  61,  334,  335. 

Drajxries,  46. 

Drawers,  46. 

Dresses,  309. 

Dress  goods,  293,  305,  374. 

Drugs,  313,  314,  477. 

Dummy,  7,  74,  419,  421,  422,  425,  42G. 

E 

Easter  opening,  138. 

Easter  Mi^f-tiun-    i  Jewelry ) .  335. 

Election  advertising  that  made  good,  387. 

Electricity,  478. 

Embroideries,  282. 

Kvaporated  cream.  352. 


Firework,  312. 
Fishing  tackle,  323. 
Fitted  ba^-,  .'i.~>7. 
Flour,  380. 

Folder,  mail  order  department,  364. 
Formal  opening,  141. 
Fourth  of  July,  02. 
Fruits,  355. 

Furnishings  (see  Haberdashery). 
Furniture,   13,  24,  214,  293,  315,  316,  317, 
318,  477. 

G 

Gas,  319,  320,  321,  322,  478. 
Gas  lamps,  322,  478. 


TOPICAL  INDEX  OF  ADVERTISEMENTS  REPRODUCED 


499 


<ias  raup^.  2!>!».  :U9,  320. 
Ccncral,    11. 
Uovcs,    ll'.l. 

Chi-,  cut,  :w.  380. 

<;,.  .-arts.  33.  47M. 
(Jolfcr    jacket    (\Vo-O.  282. 
3.12.  3.13.  3.1.1. 


II 

Hal>enlashery,  24,  31,  30,  38,  39,  295,  324, 

3-2.1.   320,   327,  328,   32!l.    479. 
Handbill.    117. 
Happy  week,  2.1ti. 

Hardware,  :;-2:',. 

Mats  children's,  332. 

—  men's,  13,  21,  22,  28,  40.  48,  49,  G2,  199, 
:!-2S,  330,  331,  332,  3S.1.  4  so. 

—  women's,  341. 

Headlines,  specimen  of  poor.  23. 

---  fllnst  ruled.  2.1. 

Hosiery,  82,  2!>.i.  -J'.iii.  300. 

Honey.'  3.12. 

Horse  show  specials,  C2. 

Hour  sale.  -2-27. 

Mouse  furnishings,  248. 


Ice  cream,  355. 

parlor,   3.15. 

soda,   312,   314. 

International  money  saving  sale,  '241. 
Introductions,  specimen  of  poor,  33,  72. 
—  how  to  set,  37. 


Jell-o,  :'..V2. 

Jewelry,  04,  295,  333,  334,  480. 


Lanterns,  323. 

Laundry,  337,  338,  339,  481. 
'Lawn  mowers,  324. 
Linens,  300. 

Linens  and  domestics,  374. 
Letters,  circular,  90. 

M 

Majolica  ware.  309. 

Mailing  card  or  folders,  a,  304. 

Mail  order  advertisement,  a,  307. 

.  folder,  364. 

letters  and  circulars,  371,  372,  373,  375. 

literature,  362. 

magazine,  advertisement  of  a,  365. 

—  orders  solicited,  374. 

Mattress,  383. 

Meats,  28,  354. 

Medical  readers,  specimens  of,  52,  53. 

Merchant  tailoring,  45,  481. 

Millinery,  61,  141,  301,  303,  309,  341,  374, 

482. 

Mill  and  factory  sale,  243. 
Music  cabinets,  316. 
Musical  instruments,  482. 


N 

Nameplates,   specimens  of,   15,  16,  17,  18,  19. 

\apoleon  beds,  50. 
Neck  \\ear,  225. 
Nighi.u'owns.  282. 

Not  ire  of    respect,   08. 

o 

Opening,  costume,   141. 

—  fall,  135,  281. 

—  formal,   139. 

—  Easter,  138. 

—  millinery.   139. 

—  new  store,   132. 

—  Parisian  gowns,  281. 

—  spring.   1  lo. 

—  specimen  of  formal  invitations  for,   132, 
135,  137. 

Cnting  supplies,  303. 
Overcoats,  men's.  273,  274. 
Optical  goods,  4sj. 


Package  insert,  specimen  of,  110. 

Panama   hats  21. 

Paints.  30.  324.  380.  382,  482. 

Parisian  gowns,  281. 

Perfumes,  314. 

Photos,  483. 

Pianos,  48,  64,  342,  343,  344,  345. 

Plaver-piano,  344. 

Potatoes,  352,  353. 

Pottery,  334. 

Premium.  !!>!>. 

Prescriptions,  314. 

Proofreader's  marks.  430,  431. 

Proof  sheet,  423,  433. 

Pudding  dishes,  224. 

R 

Railroad  publicity,  good,  392. 
Raincoats,  273,  274. 
Readers,  medical,  52,  53. 

—  good,  54. 

—  local,  54. 
Reading  notices,  51. 
Real  estate,  346,  347,  483. 
Red  letter  sale,  236,  300. 
Refrigerator,  301. 
Rings,  334,  335. 

Rugs,  82,  267,  268,  475. 
Rule  boxes,  specimen  of,  412. 
Rules  illustrated,  sizes  of,  431. 

S 

Sale,  announcement,  255. 

—  automobile  run  on  seasonable  mdse.,  245. 

—  bungalow  bargain,  235. 

—  clearance,  213,  217,  235. 

—  coupon,  240. 

—  department  managers,  244. 
— 'happy  week,  256. 

—  hour,  227. 

—  international  money  saving,  241. 

—  January  clearance,  290,  291. 
Sale,  July  clearance,  216. 


500 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Sale,  mill  and  factory,  243. 

—  specials,  230. 

—  special  gift,  242. 

—  St.  Valentine's  Day,  64,  65. 
specials,  246. 

—  white,  42,  290,  296,  302. 

—  white  carnival,  239. 

—  workingman's,  252. 

—  100  bargains,  251. 

Savings  banks,  22,  261,  262,  263,  264,  265, 
267. 

Sewing  machines,  297. 

Sheets  and  pillowcases,  82. 

Shirts,  59,   199,  380. 

Shoes,  9,  13,  23,  24,  26,  27,  28,  29,  34,  35,  43, 
44,  48,  49,  50,  57,  60,  63,  86,  293,  328, 
348,  349,  350,  351,  382,  383,  483. 

Sideboards,  316. 

Silks,  255,  282. 

Silverware,  334,  335. 

Skirts,  293. 

Soap,  312. 

Stationery,  312,  484. 

Store  paper,  dummy  for  a,  73. 

effectively  arranged  title  page,  84. 

a  page  from  a,  82. 

title  page  of  a,  84. 

Store  editorials,  484. 

Store  locals,  54. 

Straw  hats,  13,  40,  331. 

—  mattings,  269. 
Suit  cases,  356,  357. 
Sweet  potatoes,  353. 
Specimens  of  booklet  pages,  91,  92. 
borders,  414. 

types, 

Abbot  old  style,  405. 

Caslon  old  style,  410. 

Central  antique,  410. 

Commercial  gothic,  407. 

Curtis  post,  404. 

Delia  Robbia,  406. 

Extra  condensed,  404,  406. 

Gothic,  408. 

Gothic  condensed,  408. 

Jenson  condensed,  405. 


Specimens  of  types,  Jenson  italic,  409. 
Livermore,  407. 
Roycroft,  407. 


Tables,  317,  318. 
Tailoring,  209,  276. 
Telephone  publicity,  390. 
Tliank^ivin^,  (>:{.  '<J4,  250. 
Things  to  eat  and  drink,  352,  354. 
Tnwel  service,  337. 
Toys,  305,  311. 

Trade  paper  advertising,  wasteful,  386. 
Traveling  bags,  16,  356. 
Trimmed  hats,  293. 
Trousers,  38,  45. 
Trunks,  356,  357,  485. 
Trust  company,  22,  263. 
Type  lan--,,  ^pcrimcn  of,  404,  405,  406, 
408,  409,  410. 

U 

Umbrellas,  374,  419,  485. 
Umbrella  stands,  226. 
Underwear,  82. 


Vehicles,  62. 


W 


Waists,  women's,  302. 

Wallpaper,  46,  486. 

\\a-h  goods,  58,  59. 

Wasteful  trade  paper  advertising,  386. 

\\..:ehes,  24,  333,  480. 

White   carnival.   -2M. 

—  sales,  42,  290,  292,  302. 

Window  cards,  window  showing,  119. 

specimens  of,  123. 

Wood,  283. 

Workingman's  sale,  252. 
Worn-out  expressions,  73. 


INDEX 

OF  ADVERTISEMENTS  REPRODUCED 


Abraham  &  Straus,  250,  299. 

Ahnmi-ou.  .1..  .'{.'54. 
AckcrniMifs  Sv.-tcni,  309. 
Adlr-r  &  Co.,  B.,  341. 
Aldridge  Bros.,  271. 
AiiH'ricun   Laundry.  Tin-,  338. 
American   National   Hank,  203. 
Am-trr.  Nick,  330. 
Armstrong,  49. 
Arm-trout:.  Klli-  \\".,  314. 
Arnold  Sho4>  Co.,  348. 
Asheville  Steam  Laundry,  337. 
A -kin  i  Marine,  277. 
A  \.-ry,  Son  &  Co.,  A.  H.,  323. 

B 

Hal.l)ott  &  Co.,  278. 

I5adi,'or  Furniture  Co.,  33. 

Bailey,  Hanks  &  Biddle  Co.,  335. 

Haker  Bros.,  182. 

Marlt-y  &  Co.,  A.  C.,  224,  301. 

Barney  &  Co.,  H.  S.,  2!»1. 

Barr,  245. 

Bay  City  Gas  Co.,  The,  320. 

Bedell,  58. 

Bergerinan,  330. 

Best  Dentists  Co.    (Inc.),  55. 

Biroh,  Richard,  285. 

Bird  &  Co.,  A.  J.,  285. 

Blakely  Laundry,  338. 

Blees  Carriage  Co.,  The,  62. 

Bloomingdale  Bros.,  243,  310,  342. 

Blowenstein  &  Brother,  295. 

Boley  Clothing  Co.,  348. 

Bowland,  Morehouse  &  Martens  Co.,  65. 

Bowman  &  Co.,  253. 

Beelsford  Shoe  Co.,  The,  34. 

Brill  Bros.,  207,  276. 

Briston  Co.,  The  G.  M.,  306. 

Broadway  Dept.  Store,  The,  307. 

Brokaw  Brothers,  273,  327. 

Brown,  235. 

Brown  Co.,  E.  S.,  136. 

Brown,  Thomson  &  Co.,  419. 

Browning,  King  &  Co.,  34,  36,  274. 

Brownville  Woolen  Mills  Store,  207. 

Buffalo  Gas  Co.,  319. 

Buffalo  Loan,  Trust  &  Safe  Deposit  Co.,  22. 

Bullock  Shoe  Co.,  24. 

Busy  Boston  Store,  The,  311. 

Cady  &  Olmstead,  334. 

California   Furniture   Co.,  318. 

Cammeyer,  50. 


Capitol   Clothing   Store,   38. 

Cartter  Holwell  &  Co.,  308. 

Carson,  Piric,  Scott  &  Co.,  140. 

Caspari  &  Virmond,  57. 

Castelberg,  334. 

Central  Coal  &  Wood  Co.,  283. 

Citi/.iW  National  Bank,  263. 

Chalfant  Bros.,  283. 

C:ia-c  &  Sanborn,  379. 

Christie  &  Co.,  A.  H.,  356. 

Cluett,  Peabody  &  Co.,  380. 

Cluett  &  Son,  343. 

Cobbs  &  Co.,  Jno.  L.,  356. 

Colby  &  Sons,  John  A.,  318. 

Colman,  40. 

Colorado  Laundry,  337. 

Columbus  Dry  Goods  Co.,  The,  280. 

Commercial  Bank,  263. 

Corliss,  Coon  &  Co.,  382. 

Crews-Beggs  Co.,  The,  244. 

Cnwii  Tailoring  Co.,  133. 

Cunningham,  23. 

Cunningham's  Bulletin,  81. 

Cunningham  Piano  Co.,  344. 

D 

Dalsimer,  29. 
Delmonico  Company,   353. 
Dinet  &  Co.,  A.  E.,  196. 
Doll,  Chas.  F.,  315. 
Dominion  Umbrella  Store,  The,  38. 
Dorflinger,  334,  380. 
Dorothy  Dodd,  351. 
Douglas,  W.  L.  (Election  ad),  387. 
Duff  &  Repp  Furniture  Co.,  50. 


E 


Eaton  Co.,  Ltd.,  The,  293. 

Edmonds  Co.,  The  R.  H.,  39. 

Ehrman  &  Co.,  M.,  270. 

Emery  Dry  Goods  Co.,  255,  256,  257,  258. 

England  Brothers,  239. 

Esmay  &  Duggett,  332. 

Espenhain  Dry   Goods  Co.,   131. 

Exchange  National  Bank,  262. 


Fair,  The  (Cincinnati),  427. 

Fair,  The   (Ft.  Worth),  429. 

First  National  Bank,  262. 

First  National  Bank  of  Pittsburg,  262. 

Fisher  &  Bro.,  E.  R.,  335. 

Fitzpatrick  &  Draper,  270,  271. 

Flint  Co.,  Geo.  C.,  318. 


502 


HOW  TO  ADVERTISE  A   RETAIL  STORE 


Freeman  Church  Co.,  The,  59. 

Frcidman  &  Co.,  M.,  224. 

Freund,  Sam,  28. 

Funke's  Chocolates,  382. 

Fyfe  &  Co.,  R.   H.,   86. 

Field  &  Co.,  Marshall,  02,  13G,  290,  309. 

G 

Gerber,  290. 

Gerretson  Silk  Co.,  58. 

Gibson  of  Memphis,  214. 

Gilbert  &  Co.,  W.  F.,  285. 

Gilchrist  Co.,  291. 

Gimbel  Brothers,  248,  345. 

Glover,  351. 

Godddard  Kelly  Shoe  Co.,  57. 

Goodman  Brothers,  04. 

Graham  &  Co.,  John  W.,  350. 

Grand  Rapids  Savings  Bank,  205. 

Graziano,  Joseph,  271. 


II 


Haekfftt,  Carhart  &  Co.,  273. 
Hagan  Brother,  183. 
Halme  &  Co.,  303,  307. 
Halpcrt  &  Jacobs,  381. 
Hainner-Ballard  Drug  Co.,  314. 
Harris,  Geo.  M.,  324. 
Harris  Emery  Co.,  The,  292. 
Hartford  National  Bank,  204. 
Mart,  Schalfner  &  Marx,  383. 
Hauler's  $9.99  Suit  House,  55. 
Henschel  &  Co.,  B.  M.,  333. 
Hildebrecht  Catering  Co.,  355. 
Hoi  I  trooks,  350. 
Hope,  275. 

Howe  &  Stetson  Co.,  The,  230. 
Hub  Clothing  CD.    (Seattle),  225. 
Hub,  The    (lly.  C.   Lvttmi),  326. 
1 1 11 1  p.  The  (J.  Weil),  29. 
Hudson's  Bay  Co.,  46. 
Hunter  &  Hunter,  305. 
Hyatt,  Miss  B.  B.,  341. 


Irving  Cigar,  270. 
Ivin,  186. 


Jaccard  Jewelry  Co.,  48. 

Jacoby  Bros.,  280. 

Jefferson  Laundry,  338. 

Jenny,  A.  &  L.,  341. 

John  Schroeder  Lumber  Co.,  91,  92. 

K 

Kashenbach,  316. 
Kaufmann,  227. 
Kearney,  P.  B.,  274. 
Keely  Company,  49,  280. 
Kelly  &  Co.,  Jas.,  271. 
Kelly  &  Co.,  P.  J.,  267. 
Kelly-Keeffe  Shoe  Co.,  63. 
Keith-O'Brien  Co.,   132. 
Kennedy,  29,  328. 
Kingston,  314. 


Kirschbauin  &  Co.,  A.  B.,  381. 
Klings.toin  &  Co.,  28. 
Koll)'.s   Bakeries,    ]!);!. 
Kramer,  3f(3. 


Laekawanna  Railroad,  392. 

Laidla\v  &  Son,  John,  282,  300. 

Lauter  &  Co.,  344. 

Lawrence  Paint  Co.,  30,  324. 

Leonard  Coal  Yard,  J.  H.,  284. 

Levy,  21. 

Libby  Co.,  J.  R.,  42,  287,  357. 

Lincoln  Trust  Company,  263. 

Little,  VV.  F.,  346. 

Loser  &  Co.,  Krederirk.  267. 

Long's  Sons,  Simon,  48,  275. 

Los  Angles  Trust  Co.,  263. 

Lostutter,  L.  L.,  177. 

Loveday,  354. 

Lyon  .\i.  Kiiiiiey-Smith  Co.,  13,  46. 


M 


Mai. ley  &  Carew  Co..  The,  49. 
Mairnifioo's    (Cigar).  ii(i!t. 

M  alley    ('„.,   The    K,hv.,    149. 

Mattliaei'.s  Bakery,   189. 
Ma.ldei  Brothers,  205. 

Manning's  Sons,  A.  V.,  269. 

Manss  Urfit  Shoes,  348. 

Marshall  A-    liall.  L'li. 

Martin  A    Martin.  :;  I  I. 

Mason  A    Ki-ch   Piano  Co..  Ltd..  :!14. 

May   Co.,  Tlie    (  Cleveland  i .   :\~27 . 

May  Co.,  The   (Denver),  246,  331. 

May  Co.,  The    (Cleveland),  63. 

May  &  Co.,  318. 

MeKilvcy,  216. 

M.-Tighe,  Truesdell  &   David-,-.  270. 

Memphis   Steam    Laundn  . 

Mentor  &  RosenbloDin  (;o..  277. 

Metropolitan   Music  Co..  04.  343. 

Millard,  27,  350. 

Miller-Cross  Co.,  60. 

Mitchell,  W.  J.,  186. 

Mockabee,  234. 

Monarch  Laundry,  338. 

Montgomery,  Ward  &  Co.,  362. 

Mul ford,  334. 

Mullen  &  Bluett  Clothing  Co.,  44. 

Munger's  Laundry,  339. 

Murad  Cigarettes,  270. 

Murray  City  Coal  Co.,  285. 

Muse,  332. 


X 


National  Bank,  The  Old,  262. 

National  Savings  Bank,  263. 

National  Lead  Company,  380,  382. 

Nebraska,  The,  24,  28,  331. 

Neil-White  Co.,  351. 

Newton,  Robertson  &  Co.,  355. 

Nickel  Plate,  43. 

North  American  Savings  Co.,  263. 

Norwell  &  Co.,  H.  S.,  369. 


INDEX   OF   ADVERTISEMENTS   REPRODUCED 


503 


o 

Oak   Hall.    I'.i. 

Oklahoma   Shoe  Co,  Tin-.    172. 

( >\  iatt    Shoe   Co.,   :>.")!. 

Owen  &  Co.,  54. 

owl  Cut  Rate  Drug  Store,  312,  314. 


Palace  Clothimj  Co.    (  Minneapolis),  28. 

Palace  Clothing  Co.    (  Kaii-as  City),  59,329. 

Paragon    Monthly.  The.   M.I. 

Parisian  Steam  Laundry.  ".:>7. 

Parkersliurg  Steam   Laundry.  338. 

Par-on's  Model   Laundry.  338, 

Pacquet.  7...  .",00. 

Pa uly.  -I.  \\.,  271. 

People's  Store  Co.,  The,  230. 

Phelps,  Jr..   Kph..  !Mi. 

Pittsl.urg    P.ank    for   Savings,  22,  263. 

Planters'  National  Bank,  '2<>1. 

Plymouth,  The,  28. 

Poppeiiburg,   343. 

Porte,  Thos.  J.,  19,  334. 

Preston    Market,   354. 

Prudential  Improvement   Co..  .".Hi. 

Pryor  Furniture  &  Carjtet  Hoii-e.  Frank,  316. 

Public  Service  Corporation  of  N.  J.,  .'521. 


Quaker  Oats,  379. 


B 


Reading  Coal  Pockets,  285. 

Red  Cross  Sanitarv  Mattress,  383. 

Regal  Shoe  Co.,  349,  382. 

Reiman,  329. 

Revell  &  Co.,  2(57. 

Reynold's  Toggery,  327. 

Rightway  Shoe  Co.,  The,  48. 

Risch  &  McCoy,  341. 

Robbins,  Pratt  &  Robbins,  317. 

Robinson  Company,  J.  W.,  290. 

Rogers  Coal  Co.,  Ltd.,  285. 

Rogers,  Peet  &  Co.,  13,  20,  324,  357. 

Romadka,   356,  357. 

Rose,  352. 

Rose,  Chas.  E.,  335. 

Ross,  334. 

Rothschild  Bros.  Hat  Co.,  385. 

Rude,  I.,  209. 

Russell,  Eugene  G.,  347. 


S 


Saginaw  Milling  Co.,  380. 

Saks  &  Co.,  325,  350. 

Samter  Bros.,  49. 

Sanders  &  Barrows  Clothing  Co.,  45. 

Scarbrough  &  Hicks,  254. 

Schaub's  Market,  354. 

Schipper  &  Block,   135. 

Schoenfeld  &  Sons,  L.,  226,  317. 

Schrader's  Cigar  Co.,  271. 

Scheer  &  Co.,  E.  J.,  61. 

Schwab  Clothing  Co.,  274. 


Scotch  Tailors,  44. 

Scotch  Woolen  Mills  Co.,  276. 

Scott  Co.,  Ltd.,  The  G.  D.,  326. 

Scott  Drug  Co.,  314. 

See>el\   Market,   Albert,  354. 

Shadell  &  Co.,  F.  M.,  61. 

Shannon,  :523. 

Shepard  Norwell  Co.,  217,  424. 

Sherbrooke  Cigar  Co.,  Ltd.,  271. 

Sibley,  Lindsay  &  Curr  Co.,  141. 

Btegel,  22. 

Siei:el     I'.ro.S.,    329. 

Siegel,  Cooper  &  Co.,  32,  298,  341. 

Simpson  Co.,  Ltd.,  The  Robt.,  297. 

Simpson  Crawford  Co.,  59,  279. 

Smith,  354. 

Smith  &  Co.,  A.  B.,  225. 

Smith  &  Clime,  41. 

Smith,  Gray  &  Co.,  274,  326. 

Smith-McKinncy  Co.,  271. 

Snellenburg  &   Co.,  N.,  251,  268. 

Souter  &  Co.,  A.  M.,  268. 

Sovereign   Bank  of  Canada.  263. 

Spokane  Falls  Gas  Light  Co.,  322. 

Spokane  Gas  Co..  :?20. 

Springfield  Gas    Light  Co.,  322. 

Si  a  u  ley  Mills  &  Co.,  Ltd.,  310. 

Star  Steam  Laundry,  337. 

St.  Bernard,  285. 

Stern  &  Co.,  Ike,  425. 

Stevens  &  Bros.,  Chas.  A.,  138,  302. 

Stewart    Da wsoii   \    Co.,  24. 

Steinicken,  L.,  341. 

Stich,  the  Hatter,  22. 

Stickley-Brandt  Furniture  Co.,  24. 

Stix,  Baer  &  Fuller  D.  G.  Co.,  304. 

Stoll  Moore  Drug  Co.,  The,  314. 

Storm  &  Co.,  George  L.,  270. 

Strange  &  Skinner,  35,  44,  351. 

Stuart's  Drug  Store,  313. 

Stumpf  &  Langhoff  Stores,  199,  252. 

Swift  &  Son,  43. 

Swift   &   Son,   M.    C.,   274. 

Sykes  &  Co.,  H.  B.,  374. 


Tade,  E.  C.,  353. 

Tapp  Co.,  The  James  L.,  136. 

Taylor  D.  G.  Co.,  John,  280. 

Temptation  Cigar,  270. 

Thompson,  P.  H.,  316. 

Tiffany  &  Co.,  335. 

Toilet' Laundry  Co.,  337. 

Towne,  Seccombe  &  Allison,  51. 

Traders'  National  Bank,  262. 

Traders'    Union    Savings    Bank    and    Trust 

Co.,  263. 

Traiser  &  Co.,  H.,  270. 
Tull  &  Gibbs,  268. 
Tyler  &  Co.,  Jno.  E.,  271. 


U 


Union  Bank  of  Savings,  262. 
Union  Savings  Bank/The,  264. 
Utley,  48. 


504 


HOW  TO  ADVERTISE  A  RETAIL  STORE 


Van  Slyke  &  Morton,  C.  W.,  270. 
Vogel  &  Son,  Wm.,  273,  325. 
Vorenberg,  242. 

W 

Wageman,  208. 

Waldorf  Astoria  Segar  Co.,  270. 

Walter,  350. 

Walton  &  Co.,  Jos.,  287. 

Wanamaker,  John,  68,  89,  240,  241,  281. 

Wanamaker,  William  H.,  62. 

Weaver,  F.  L.,  364. 

Webster-Tullock  Coal  Co.,  285. 

Weinstock,  Lubin  &  Co.,  383. 

Weiss  &  Segal,  386. 

West  River  Coal  Co.,  285. 


Whitehead,  R.  C.,  285. 

Wiebolts,  230. 

Williams  Bros.  Company,  136,  213. 

Williams  &  McAnulty  Stores,  The,  318. 

Winslow's  Cottage  Bakery,  3r>:>. 

Winslow  &  Ruff  Furniture  &  Carpet  Co.,  39. 

Wisconsin  Telephone  Co.,  390. 

Wonder,  The,  247. 

Wonder  Millinery  Co.,  The,  341. 

Wood  Brothers,  332. 

Wood  &  Co.,  S.  N.,  40. 

W....K  Brothers,  F.  G.,  Co.,  331. 

Wotkyns  &  Co.,  Tom  S.,  285. 


Young,  62. 
108  Cigar,  271. 


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